Householding is a general term that means reducing the number of members in the current audience level by scoping using another audience level.

One of the most common examples of householding is to identify a single individual to target within each household. You might select one individual per household according to a marketing business rule such as:

  • The individual with the greatest dollar value across all accounts;
  • The individual with the most purchases in a particular product category;
  • The individual with the greatest tenure; or
  • The youngest male over 18 within the household.

You can use the Audience process to change audience levels and filter IDs according to user-specified criteria.