Learn About Audience Studio
After completing this unit, you’ll be able to:
- Describe how Audience Studio uses captured data.
- Explain the five ways Audience Studio improves advertising performance.
In a world where almost every consumer interacts with three or more devices, attention has shifted from TV and desktop computers to connected mobile devices. Consumers use devices to connect with any number of digital media sites, apps, e-commerce systems, and more.
Audience Studio makes it possible for businesses to communicate with all those devices so they make better digital advertising decisions about:
- Who to target.
- What messages to share.
- Which channels, platforms, and sites are best for sharing their messages.
The more time businesses spend working with the data, the more precise results they see, which means they connect with more key consumers across more touchpoints.
Here’s our mathematician, Sarah, sitting with her cat Pickles on her sofa. Sarah’s typing on her laptop, occasionally eyeing her smartphone, and her TV is tuned to Hulu, too.
Let’s say you’re the CMO of a pet food company and you want to figure out:
- What browsers, websites, and media channels Sarah uses regularly.
- What kinds of pet products she buys for Pickles.
Audience Studio helps your business do all of this. Let’s talk about how.
Audience Studio helps businesses make smarter decisions about every aspect of digital advertising—and get better ROI—thanks to the five ways Audience Studio drives value:
- Unify and Identify
- Manage Consent
- Segment and Enrich
- Activate and Personalize
- Gain Insights
Let’s have a look at what these five processes are all about and what Audience Studio features make them possible.
||Businesses use Audience Studio to:
Thanks to this feature:
Unify and Identify
||Cross-Device Identity Management
||Consumer Rights Management
Segment and Enrich
Activate and Personalize
Sarah doesn’t always know it’s happening, but these processes go on around her all the time, giving her experiences that are relevant to how she shops. For example, when she shops online for cat toys for Pickles and then visits her favorite news website, she sees an ad for the cat toys she just browsed. That’s good data at work.
It’s worth noting that businesses can use these ways in the order we list them here—unify and identify, manage consent, segment and enrich, activate and personalize, gain insights. They can also pick and choose which process to focus on at which times, depending on their current business goals.
Now you know how Audience Studio works. Next, let’s look at what makes Audience Studio stand out from the crowd.