Button Audiences

Button Audiences provides Brands the ability to manage their marketing spend more efficiently by explicitly targeting a custom group of users - as defined by the Brand - and new users. Brands can now optimize and scale their spend by running iterative tests on different permutations of rates and Audiences. Once an Audience is created, you can run spend against it by running a campaign.

Sending Audience Data

There are two methods for sending audience files to Button:

Best Practices

Handling customer order data

Brands can pass back order data so that users can be transitioned in/out of Audiences accurately (e.g. new users who transact and should now be treated as existing) by reporting a customer's third party ID alongside other identifiers when adding the user to an audience.

Types of Audiences

Button supports two types of audience targeting - new user targeting and custom audiences.

New User Targeting
Button can target users new to your brand by excluding a list of your existing users. When a new user places an order through Button, they are automatically transitioned into your existing user list and are no longer considered to be a new user.

Button accepts existing user lists through SFTP and our Audiences API. We can also build an existing user list for you based on our order data.

Custom Audiences
Custom Audiences are lists of customers and are used to target specific groups of customers. To target a custom audience, you will need to provide Button with a file through SFTP or by using the API for partners who have integrated.

Refreshing your Audience

The more often your Audience lists are refreshed, the more accurate our targeting. For best results, we recommend updating weekly.

Data Privacy

Button Customer Audience data is stored securely in accordance with all industry best-practices. All data is encrypted and such customer data is never exposed to any other party. We do not use this data for any purpose other than as so directed by the brand. Audience membership is used only to determine rates, user offers, and to operate affiliation correctly.

Data Usage

Our Audiences product is designed to ingest cryptographically hashed customer email
addresses ‐ not raw addresses ‐ to keep us from being exposed to your customers' personal information. If emails have not already been hashed, we will locally hash email
addresses using SHA-256, an industry-grade cryptographic hash function.

Privacy Shield Certification

Button complies with the EU-US Privacy Shield Framework and the
Swiss-US Privacy Shield Framework as set forth by the US Department of Commerce
regarding the collection, use, and retention of personal data from the European Union
member countries (including Iceland, Liechtenstein, and Norway) and Switzerland to the
United States.