# How do audiences work? ### About this export | Field | Value | | --- | --- | | **content_type** | lesson | | **platform** | contentstack-academy | | **source_url** | https://www.contentstack.com/academy/courses/data-insights-core-concepts-capabilities/data-insights-course-2--how-do-audiences-work | | **course_slug** | data-insights-core-concepts-capabilities | | **lesson_slug** | data-insights-course-2--how-do-audiences-work | | **markdown_file_url** | /academy/md/courses/data-insights-core-concepts-capabilities/data-insights-course-2--how-do-audiences-work.md | | **generated_at** | 2026-04-28T06:55:44.005Z | > Part of **[Core Concepts & Capabilities](https://www.contentstack.com/academy/courses/data-insights-core-concepts-capabilities)** on Contentstack Academy. **Academy MD v3** — structured for retrieval; no quiz or assessment keys. #### Video details #### At a glance - **Title:** data-insights__core_concepts__audience-membership - **Duration:** 3m 10s - **Media link:** https://cdn.jwplayer.com/previews/ExHf6d4z - **Publish date (unix):** 1752796602 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113681 kbps - video/mp4 · 180p · 180p · 165673 kbps - video/mp4 · 270p · 270p · 203155 kbps - video/mp4 · 360p · 360p · 206407 kbps - video/mp4 · 406p · 406p · 224963 kbps - video/mp4 · 540p · 540p · 285763 kbps - video/mp4 · 720p · 720p · 379899 kbps - video/mp4 · 1080p · 1080p · 672480 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/ExHf6d4z-120.vtt` #### Transcript Audiences within Lytx are unique. In many regards, you can think of a Lytx audience as more of a computed attribute, one that has customers entering and exiting in real time based on the defined set of rules. Much different than a traditional static marketing audience where the members do not change after the initial creation. This means that just like a behavioral score, audience membership becomes a key part of every single profile. The membership represents the audiences that that customer meets the criteria of at that very moment. For example, if a collected event contains a valid email address, that user will automatically exit the anonymous user's audience and enter the known user's audience. Later on, as we explore all of the aspects of building and using profiles in Lytx, we will dive much deeper into our powerful segmentation engine, learning how you can leverage membership triggers to sync data when a customer enters or exits a segment. For now, however, we want to cover the basics. How an audience can be built and ultimately how that will be surfaced on the profile to power personalization and decision making. It starts with our powerful segmentation engine. This rules builder allows you to create virtually any combination of rules, from specific attribute values to the level of interest in a specific topic, if they are currently a member of another audience, and more. As an example, maybe we want to easily know when a customer has a high momentum but a low frequency. This might signal that you have a short window of opportunity with a customer who is interested but is not likely to visit again. To build an audience we'll first access audiences from using profile section of the main navigation. Choose custom rule to leverage any of the available attributes. We'll search for score momentum and say the value should be above 50. Now, let's add another rule including anyone with a frequency score below 25. Last, we'll label and save our audience. Membership is calculated and updated in real time. As you can see, if we view a customer's profile that falls into this audience we'll see that membership directly as a native part of the profile, the same profile that can be synced and leveraged across your engagement tools and channels. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:20.580 Audiences within Lytx are unique. In many regards, you can think of a Lytx audience 2 00:00:20.580 --> 00:00:25.080 as more of a computed attribute, one that has customers entering and exiting in real 3 00:00:25.080 --> 00:00:30.180 time based on the defined set of rules. Much different than a traditional static marketing 4 00:00:30.180 --> 00:00:34.280 audience where the members do not change after the initial creation. 5 00:00:34.280 --> 00:00:38.560 This means that just like a behavioral score, audience membership becomes a key part of 6 00:00:38.560 --> 00:00:43.080 every single profile. The membership represents the audiences that that customer meets the 7 00:00:43.080 --> 00:00:48.400 criteria of at that very moment. For example, if a collected event contains a valid email 8 00:00:48.400 --> 00:00:53.040 address, that user will automatically exit the anonymous user's audience and enter 9 00:00:53.040 --> 00:00:57.180 the known user's audience. Later on, as we explore all of the aspects 10 00:00:57.180 --> 00:01:02.920 of building and using profiles in Lytx, we will dive much deeper into our powerful segmentation 11 00:01:02.920 --> 00:01:07.280 engine, learning how you can leverage membership triggers to sync data when a customer enters 12 00:01:07.280 --> 00:01:13.700 or exits a segment. For now, however, we want to cover the basics. 13 00:01:13.700 --> 00:01:17.880 How an audience can be built and ultimately how that will be surfaced on the profile to 14 00:01:17.880 --> 00:01:24.640 power personalization and decision making. It starts with our powerful segmentation engine. 15 00:01:24.640 --> 00:01:30.040 This rules builder allows you to create virtually any combination of rules, from specific attribute 16 00:01:30.040 --> 00:01:35.680 values to the level of interest in a specific topic, if they are currently a member of another 17 00:01:35.680 --> 00:01:39.800 audience, and more. As an example, maybe we want to easily know 18 00:01:39.800 --> 00:01:44.520 when a customer has a high momentum but a low frequency. This might signal that you 19 00:01:44.520 --> 00:01:48.520 have a short window of opportunity with a customer who is interested but is not likely 20 00:01:48.520 --> 00:01:53.120 to visit again. To build an audience we'll first access audiences 21 00:01:53.120 --> 00:02:05.800 from using profile section of the main navigation. Choose custom rule to leverage any of the 22 00:02:05.800 --> 00:02:11.240 available attributes. We'll search for score momentum and say the 23 00:02:11.240 --> 00:02:19.400 value should be above 50. Now, let's add another rule including anyone 24 00:02:19.400 --> 00:02:34.360 with a frequency score below 25. Last, we'll label and save our audience. 25 00:02:34.360 --> 00:02:40.280 Membership is calculated and updated in real time. 26 00:02:40.280 --> 00:02:44.400 As you can see, if we view a customer's profile that falls into this audience we'll see that 27 00:02:44.400 --> 00:02:49.040 membership directly as a native part of the profile, the same profile that can be synced 28 00:02:49.040 --> 00:03:04.480 and leveraged across your engagement tools and channels. ``` ```transcript [00:00] Audiences within Lytx are unique. In many regards, you can think of a Lytx audience [00:20] as more of a computed attribute, one that has customers entering and exiting in real [00:25] time based on the defined set of rules. Much different than a traditional static marketing [00:30] audience where the members do not change after the initial creation. [00:34] This means that just like a behavioral score, audience membership becomes a key part of [00:38] every single profile. The membership represents the audiences that that customer meets the [00:43] criteria of at that very moment. For example, if a collected event contains a valid email [00:48] address, that user will automatically exit the anonymous user's audience and enter [00:53] the known user's audience. Later on, as we explore all of the aspects [00:57] of building and using profiles in Lytx, we will dive much deeper into our powerful segmentation [01:02] engine, learning how you can leverage membership triggers to sync data when a customer enters [01:07] or exits a segment. For now, however, we want to cover the basics. [01:13] How an audience can be built and ultimately how that will be surfaced on the profile to [01:17] power personalization and decision making. It starts with our powerful segmentation engine. [01:24] This rules builder allows you to create virtually any combination of rules, from specific attribute [01:30] values to the level of interest in a specific topic, if they are currently a member of another [01:35] audience, and more. As an example, maybe we want to easily know [01:39] when a customer has a high momentum but a low frequency. This might signal that you [01:44] have a short window of opportunity with a customer who is interested but is not likely [01:48] to visit again. To build an audience we'll first access audiences [01:53] from using profile section of the main navigation. Choose custom rule to leverage any of the [02:05] available attributes. We'll search for score momentum and say the [02:11] value should be above 50. Now, let's add another rule including anyone [02:19] with a frequency score below 25. Last, we'll label and save our audience. [02:34] Membership is calculated and updated in real time. [02:40] As you can see, if we view a customer's profile that falls into this audience we'll see that [02:44] membership directly as a native part of the profile, the same profile that can be synced [02:49] and leveraged across your engagement tools and channels. ``` #### Key takeaways - Connect **How do audiences work?** back to your stack configuration before moving to the next module. - Capture one concrete artifact (screenshot, Postman call, or code snippet) that proves the step works in your environment. - Re-read the delivery versus management boundary for anything you changed in the entry model. ## Supplement for indexing ### Content summary How do audiences work?. How do audiences work? in Core Concepts & Capabilities (data-insights-core-concepts-capabilities). ### Retrieval tags - How - audiences - work - data-insights-core-concepts-capabilities - lesson 06 - How do audiences work? - data-insights-core-concepts-capabilities lesson ### Indexing notes Index this lesson as a primary chunk tagged with lesson_id "06" and topics: [How, audiences, work]. Parent course slug: data-insights-core-concepts-capabilities. Use asset_references URLs as thumbnail hints in search results when present. Never surface LMS quiz content or assessment answers from this file. ### Asset references | Label | URL | | --- | --- | | Video thumbnail: How do audiences work? | `https://cdn.jwplayer.com/v2/media/ExHf6d4z/poster.jpg?width=720` | ### External links | Label | URL | | --- | --- | | Contentstack Academy home | `https://www.contentstack.com/academy/` | | Training instance setup | `https://www.contentstack.com/academy/training-instance` | | Academy playground (GitHub) | `https://github.com/contentstack/contentstack-academy-playground` | | Contentstack documentation | `https://www.contentstack.com/docs/` |