Today’s most effective marketing teams share a common foundation: complete, trusted customer data that fuels personalization at scale. But for many organizations, that data is locked away in the warehouse, siloed across tools, or difficult to access without heavy engineering support. Audience Hub, part of Fivetran Activations, changes that by making it easy to build, analyze, and activate audiences directly from warehouse data — all through a marketer-friendly experience.
As a core capability of Fivetran Activations, Audience Hub lets teams turn their customer 360 data into action without SQL. Marketers get the flexibility to create and manage audiences, while data teams retain governance and control — all from a single, trusted data foundation.
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Built for marketers, loved by data teams
Audience Hub offers a point-and-click visual builder that lets marketers explore, segment, and sync audiences to their marketing platforms without writing SQL or relying on long engineering queues. Every audience is powered by governed, warehouse-resident data, ensuring accuracy, consistency, and trust across the business.
“Having one unified audience segment across Braze and our app means that we’re more confident in our messages and offers. We can actually get more granular with who we're targeting and what we're saying to them.”
— Bianca El-Jalkh, Growth PM at Zip
By bridging the gap between marketing and data teams, Audience Hub empowers everyone to collaborate around a single source of truth — without creating a new data silo.
Transform your warehouse into a customer data activation platform
Audience Hub activates the data you already have, directly from your existing stack. This means no duplication, no added complexity, and no vendor lock-in. Your warehouse becomes the engine for hyper-personalized, omnichannel campaigns — and your marketing and data teams stay aligned from day one.
Audience Hub includes a rich collection of advanced segmentation features built specifically for marketers. Add complex logic visually, generate audiences instantly, and sync them everywhere your campaigns run — all without SQL.
Highlighted capabilities include:
- One-Click Audiences: Auto-generate audiences and sync them to multiple destinations with a single click.
- Many-to-many relationships: Target deeply specific use cases across complex and interrelated datasets.
- Inclusions and exclusions: Reuse definitions and combine segments for more sophisticated targeting.
- Experiments: Split audiences into cohorts and compare performance across variants.
- Warehouse-managed audiences: Allow data teams to manage, govern, and import audiences programmatically.
These capabilities give marketers unprecedented control and enable faster, smarter campaign execution across every channel — all while the data team maintains governance and control over the single source of data truth.
Understand the size, shape, and performance of every audience
Audience Hub goes beyond segmentation — it provides deep insight into how segments behave over time. With warehouse writeback and robust analytics features, marketers can confidently understand performance and refine their strategies.
Key audience analysis features include:
- Warehouse writeback: Log membership changes directly into your warehouse for end-to-end visibility.
- Segment size tracking: See audience size updates as you build, and track trends historically.
- Audience comparisons: Compare any two segments to understand overlaps, unions, and opportunities.
- Performance tracking: Measure experiment results and audience engagement over time.
- Match rates: View matched audience size and match rates across ad platforms in one place.
With these tools, teams gain clarity on which campaigns are working, why they’re working, and how to optimize for growth.
Why teams choose Audience Hub
Audience Hub gives you unlimited flexibility and transparency in how you transform and activate your data. Because it is fully warehouse-native, there’s no vendor lock-in — upstream or downstream.
Audience Hub connects directly to your existing platforms, enabling instant access to your first-party data without the implementation overhead typical of legacy CDPs. So whether you’re powering personalized lifecycle messaging, optimizing ad spend, or experimenting with new growth levers, Fivetran’s Audience Hub makes it dramatically easier to activate high-quality customer data and unify your marketing efforts.
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