Linked Audiences Use Cases

Below are some example use cases to help you learn more about Linked Audiences.

Use case 1: Build an audience of users who have a credit card with an outstanding balance

To build this audience, define a nested entity condition to relate a Profile to their:

• Account entity
• Credit Card entity where credit_card.balance is “Outstanding”

In the Data Graph, Account and Credit Card are defined as entities and represented as separate tables in your data warehouse.

Relationships are defined between:

• Profile and Account
• Account and Credit Card

In the warehouse, credit_card.balance is a column in the Credit Card table. By filtering against the credit_card.balance column for the “Outstanding” value, marketers can return a list of users that have a credit card with an outstanding balance.

Use case 2: Build an audience of cat owners who are also a part of the platinum membership tier

To build this audience, define a nested entity condition to relate a Profile to their:

• Household entity
• Pet entity where pet.type is “Cat”

Define an audience membership condition to filter for users that are a member of the “Platinum membership tier” audience.

In the Data Graph, Households and Pets are defined as entities and are represented as separate tables in your data warehouse.

Relationships are defined between:

• Profiles and Households
• Households and Pets

In the warehouse, pets.type is a column in the pets table. By filtering against the pets.type column for the “cat” value, marketers can return a list of users that have a cat.

Then, adding the audience membership condition allows marketers to further refine their audience to only include users who are part of the “Platinum membership tier” audience.

Use case 3: Build an audience of credit card holders with a certain number of transactions

To build this audience, define a nested entity condition to relate a Profile to their:

• Accounts entity
• Subscriptions entity where subscriptions.tier is “Premium”
• Transactions entity where transactions.count is greater than five

This nested entity condition has four levels of relationship depth.

In the Data Graph, Accounts, Credit Cards, and Transactions are defined as entities.

Relationships are defined between:

• Profiles and Accounts
• Accounts and Credit Cards
• Credit Cards and Transactions

In the warehouse, subscriptions.tier is a column in the Subscriptions table, and transactions.count is a column in the Transactions table. By filtering against the subscriptions.tier column for the “Premium” value, and the transactions.count column for values greater than five, marketers can return a list of users that have a premium account where there are greater than five transactions.