Marketing teams move faster — and make better decisions — when they can access trusted, complete customer data without relying on engineering support. That’s where Census (now a Fivetran company) Audience Hub comes in. Audience Hub is a single place to create audience segments directly on top of your data warehouse and sync them to every marketing and advertising tool you use. No more CSV uploads, no more custom SQL, and no more waiting in line for data help.
With Audience Hub, you can experiment rapidly, personalize confidently, and activate campaigns powered by the same source of truth your data team trusts.
A new visual segment builder to create audiences without SQL
Instead of manual CSV uploads and complicated SQL queries, Audience Hub offers an intuitive visual segment builder to help you build personalized audiences with all the rich data available in your warehouse. You can easily spin up segments to:
- Find lookalike audiences based on top spending customers
- Segment audiences by persona, and
- Target highly engaged users with specific campaigns
"Census [now a Fivetran company] makes it really easy to sync audiences into our Ad platforms. I build my audiences on top of models from my data team, click go, and it just works. It does exactly what it’s supposed to.”
— Ryan Luis, Sr. Manager Revenue Operations at Webflow
A library of marketing and advertising connectors
Census offers 200+ pre-built activation destinations across marketing, advertising, and more, enabling you to push audiences and segmentation lists where they need to go. The benefit of creating, managing, and activating audiences from a single platform is if you want to edit an audience down the line, you only have to make that change once and Census will update it everywhere.
Audience Hub includes:
- A visual, easy-to-use audience segment builder
- A single place to manage segments and sync them to all downstream marketing tools
- A library of advertising and marketing activation destinations
- Approval process for data teams to verify that segments are only built on trusted data models
- Integrations with dbt and Looker models
"That’s what I like about Census – it’s not like I have to do ‘X for Facebook and Y on email.’ With one click, I can share that audience with all the platforms, and we can activate all our different use cases.”
— Michael Lorenzos, Head of eCommerce Growth
Data teams: Make trusted data self-service for marketing
Audience Hub enables data teams to make the trusted models they’ve worked tirelessly on available for self-serve by marketing teams. To ensure this collaboration happens seamlessly we also have features to make data teams happy:
- Approval process to only make trusted models available for segment building
- Integrations with dbt and Looker so data teams can make their models immediately available to marketing teams.
And the best part is when data changes upstream, the marketing team’s audiences will be automatically updated with fresh data.
How Audience Hub differs from what Customer Data Platforms (CDPs) offer
CDPs are valuable marketing tools, but they weren’t built to be warehouse-native — which means they’re always working with an incomplete picture of your customer. They rely on their own internal data stores, often missing critical product usage, transactional context, or modeled insights that live exclusively in your warehouse. As your data grows and your audiences become more sophisticated, CDPs not only struggle to keep up but also become increasingly expensive to scale.
When your customer data is fragmented across multiple systems, marketing teams are forced to make decisions without the full story — and data teams end up maintaining yet another silo. That’s why the most effective organizations center their data strategy on the warehouse as the single source of truth. With all teams working from the same accurate, complete dataset, marketers can build richer audiences, personalize confidently, and measure performance more reliably, while data teams maintain governance and visibility upstream.
A warehouse-native activation layer ensures everyone operates from unified, trusted data — and that’s what ultimately drives better business outcomes.
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