The Syntasa Audience Module empowers businesses to create, manage, and activate dynamic customer segments with precision and agility. By combining behavioral, demographic, and transactional data, this module enables marketers to build audiences tailored to specific campaigns, personalize experiences, and drive measurable outcomes.
Below, we break down the core components of the Audience Module—Data Layer, Attributes, Audiences, and Audience Sync—and explain how they work together to turn raw data into actionable insights.
Data Layer - The foundation
The Data Layer is the backbone of the Audience Module, but it operates exclusively within the Syntasa environment. Before configuring the Data Layer, data must first be ingested into Syntasa’s production database using Syntasa’s native applications. These applications enable seamless data ingestion from external sources such as databases, cloud storage (e.g., AWS S3, Google Cloud) etc. Once the data is securely stored in Syntasa’s production database as structured datasets, it becomes accessible to the Data Layer. Without a properly configured Data Layer, Attributes and Audiences cannot function, as they rely on its structured tables and dependencies to pull relevant data.
Attributes - The Building Blocks
Attributes are the criteria used to define audience characteristics. Think of them as individual traits or behaviors—such as purchased in the last 30 days or visited a specific webpage—that collectively shape audience segments.
Once attributes are created, Attributes are executed to validate their logic, and results are stored in dedicated tables for seamless integration into Audiences.
Audiences - Dynamic Segmentation
Audiences are customer segments built by combining multiple Attributes with logical operators (AND, OR, NOT). For example, an Audience could target users who abandoned their cart (Attribute 1) AND opened a promotional email (Attribute 2).
After Audience execution, Audience membership lists are stored in results tables, which detail qualifying users and their associated metrics. These tables serve as the source for activation or further analysis.
Audience Sync: Activation
Audiences are only valuable when activated. The Audience Sync feature bridges Syntasa with external platforms (e.g., Google Ads, Facebook, CRM systems) to sync audience data in real time. Users configure Sync Apps to define destination platforms, sync schedules, and mapping rules. This ensures audiences are always up-to-date in downstream tools for campaigns, retargeting, or personalization.
In nutshell:
- Data Layer ingests and structures raw data.
- Attributes define granular traits from this data.
- Audiences combine Attributes into segments.
- Audience Sync pushes these segments to downstream systems such as Facebook, google etc. .