{"id":12851,"date":"2026-04-28T14:36:26","date_gmt":"2026-04-28T14:36:26","guid":{"rendered":"https:\/\/wiki.pontiac.media\/?docs=analytics-documentation\/audience\/overview"},"modified":"2026-05-04T20:49:41","modified_gmt":"2026-05-04T20:49:41","slug":"audience-overview","status":"publish","type":"docs","link":"https:\/\/wiki.pontiac.media\/?docs=analytics-documentation\/audience\/audience-overview","title":{"rendered":"Audience Overview"},"content":{"rendered":"\n
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The Audience model uses demographic regression and persona clustering to understand who is most likely to convert. It identifies which census-based features are predictive of performance and groups users into distinct audience segments. All modeling is based on aggregated, privacy-safe data at the ZIP code level, with no use of cookies or personally identifiable information (PII).<\/p>\n\n\n\n

The Dashboard tab highlights which census features predict conversions, along with scored ZIP codes and lookalike expansion targets. The Personas tab segments audiences into clusters with shared characteristics and geographic distribution. These insights are currently available for the United States only, leveraging standardized data from the United States Census Bureau to ensure consistency and accuracy.<\/p>\n\n\n\n

Use Cases: Understand, Activate, Scale<\/h4>\n\n\n\n
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  1. Understand Your Audience: Define who your customers are and what drives them to convert.\n
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    • Understand Your Audience Before You Launch (Audience Mode)\n
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      • Use site visitor data to uncover who your audience is, where they\u2019re located, and what defines them\u2014so you can build smarter strategy before spending media dollars.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
      • Find Where Your Best Customers Are (ZIP List Mode)\n
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        • Identify high-performing ZIP codes weighted by revenue or LTV to understand what makes them valuable\u2014so you can prioritize the geographies that matter most.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
        • Turn Data into Clear, Actionable Audiences (All Modes)\n
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          • Segment users into distinct personas with shared traits and geographic patterns\u2014so you can translate data into clear targeting and messaging.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n
          • Activate with Confidence: Turn insights into smarter targeting and campaign execution.\n
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            • Plan Smarter Campaigns with Data-Backed Insights\n
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              • Use demographic and geographic signals to guide targeting, messaging, and channel strategy\u2014so every campaign is built on what actually drives performance.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
              • Connect Personas to Performance (Campaign \/ ZIP List Modes)\n
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                • Link high-performing ZIP codes to persona segments\u2014so you can activate and optimize at the audience level, not just the campaign level.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n
                • Scale What Works: Grow efficiently while maintaining performance.\n
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                  • Measure, Learn, and Optimize in Real Time (Campaign Mode)\n
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                    • Analyze past and live campaigns to identify what\u2019s driving conversions\u2014then optimize targeting and spend while campaigns are running.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
                    • Scale What Works with Lookalike Expansion (Campaign \/ ZIP List Modes)\n
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                      • Use top-performing audiences or geographies to find similar, high-potential segments\u2014so you can expand reach without sacrificing efficiency.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n","protected":false},"author":17,"featured_media":0,"parent":12695,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","doc_tag":[],"class_list":["post-12851","docs","type-docs","status-publish","hentry","no-post-thumbnail"],"comment_count":0,"_links":{"self":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/12851","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs"}],"about":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/types\/docs"}],"author":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=12851"}],"version-history":[{"count":8,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/12851\/revisions"}],"predecessor-version":[{"id":13190,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/12851\/revisions\/13190"}],"up":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/12695"}],"next":[{"title":"New Report Set Up","link":"https:\/\/wiki.pontiac.media\/?docs=analytics-documentation\/audience\/new-report-set-up","href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/12852"}],"wp:attachment":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=12851"}],"wp:term":[{"taxonomy":"doc_tag","embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fdoc_tag&post=12851"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}