An audience - or a segment - is simply a group of people. An audience can be comprised of Resonate Elements (aka survey attribute values), tags, 1st party data you onboard into Resonate such as your CRM list, 3rd party segments, and behavioral attributes, and should be used for detailed analysis or as a way to activate media.
Resonate's Audience Builder located in the Segmentation Center is an online tool that allows you to quickly research various categories such as demographics, media consumption, personal values, and product preferences to define your audience.
You can build an audience using:
- Your Data – including your tags, 1st party data and appended 3rd party data
- Resonate Elements – these are attributes that result from Resonate’s continuous research
- Additional data – Behavioral data
Once you’ve defined your audience, you can add it to your analysis. Note that an analysis can contain up to five audiences and/or tags.