About audience levels

An audience level is a collection of identifiers that can be targeted by a campaign.

For example, a set of campaigns could use the audience levels "Household," "Prospect," "Customer," and "Account." Each of these levels represents a certain view of the marketing data available for a campaign.

Audience levels are typically organized hierarchically. Using the examples above:

  • Household is at the top of the hierarchy, and each household can contain multiple customers as well as one or more prospects.
  • Customer is next in the hierarchy, and each customer can have multiple accounts.
  • Account is at the bottom of the hierarchy.

Other, more complex examples of audience hierarchies exist in business-to-business environments, where audience levels may need to exist for businesses, companies, divisions, groups, individuals, accounts, and so on.

These audience levels may have different relationships with each other, for example one-to-one, many-to-one, or many-to-many. By defining audience levels, you allow these concepts to be represented within Unica Campaign so that users can manage the relationships among these different audiences for targeting purposes. For example, although there might be multiple prospects per household, you might want to limit mailings to one prospect per household.

An audience level is composed of a fixed number of keys or database table fields, which together uniquely identify a member of that audience level.

For example, the audience level "Customer" might be identified by a single IndivID field or by a combination of a HouseholdID field and a MemberNum field.

For more details about audience levels, see the section on the Audience process in the Unica Campaign User's Guide.