The best marketing teams in the world leverage all their customer insights in the data warehouse to power personalization and engagement. However, audience activation can be challenging to execute at scale and tedious to set up across multiple marketing channels.

That’s where One-Click Audiences comes in to help marketers activate and experiment faster than ever. It’s a feature you can use to send your audiences to all major ads platforms (such as Facebook, Google, and LinkedIn) with a single click, then Census (now a Fivetran company) auto-generates audience syncs that:

• Maximize match rates by sending as many customer identifiers as possible to each ads tool.
• Ensure proper data format, hashing, and normalization.
• Remove audience members in the destination, if they’re removed in the source.
• Keep marketing audiences fresh with daily updates.

Helping marketers optimize for speed

Since its inception, our no-code Audience Hub has allowed marketing teams to target more intelligently and launch campaigns faster. Marketers can export their audiences directly to 200+ engagement channels without needing to import CSVs or write SQL. 

In the past, Census users activated their audiences by creating “syncs,” which are highly configurable but require many small decisions like:

• Which object (audience, conversion event, etc.) would you like to send your audience to?
• Which column uniquely identifies members of your list?
• What should Census do when an audience member is removed from your list?
• Which fields in your audience would you like to send to the ad platform?
• How often would you like Census to resend your audience (daily, weekly, etc.)?

One-Click Audiences enable marketers to activate audiences in just a single click instead of a dozen clicks in the regular sync workflow. 

This means marketers can spend less time thinking about how to get their audiences from A to B and more time on important work like testing messaging, improving match rates, and managing campaigns.

One-Click Audiences make audience activation effortless

Advertising platforms take a “basket of identifiers” and try to match as many as possible to their user base. As a result, a data team can describe the datasets that are used in marketing audiences, then Census can automatically map that data to each individual ad platform. By sending as many identifiers as possible to each destination — and ensuring they’re properly hashed and normalized according to each platform’s specific rules — we maximize advertising match rates.

Setting up One-Click Audiences

Setting up One-Click Audiences requires a one-time data definition process performed by the data team. Steps 1 and 2 lay the groundwork, then marketers are unleashed to build and activate audiences in Audience Hub.

Step 1: Define a person entity (done by the data team)

Think of entities as datasets that have been “blessed” by a data team and represent something important to a business like users, companies, or transactions. Every audience in Census is built on top of an entity. Only audiences built on “person” entities are eligible for One-Click Audiences because most ad platforms expect that audiences are lists of people.

Step 2: Create identifier mappings (done by the data team)

When creating a person entity, the data team is now able to select up to 19 different identifiers (e.g. email, phone, GAID/IDFA, first/last name, etc.) contained in that dataset. Once these identifiers are configured in Census, we automate the process of ensuring that data is properly hashed and normalized according to each platform’s specific rules, so we’re able to send all available identifiers to each ad platform. 

Step 3: Create an audience in Audience Hub (done by marketers)

Marketers can then use our powerful no-code segment builder, called Audience Hub, to define audiences in Census based on any information their data team has made available to them. This is typically first-party data, but may also include third-party data.

Step 4: Send the audience to ad platforms (done by marketers)

From there, marketers can immediately start sending an audience to any ad platform that’s been connected to their workspace with a single click. Behind the scenes, Census will automatically create and manage the relevant syncs (visible from the “syncs” page) and update the audience in the destination daily, ensuring it’s always fresh.

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