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 (Note: that Audiences is a sub-feature of Campaigns).
This guide walks you through how to setup Button Audiences. In this guide, we'll review:
You can find the Audiences tool on the Button Dashboard
Brands are able to create an unlimited number of Audiences to fit their unique targeting needs. Just follow these simple steps:
You can chose to target either of these groups:
A CSV template is available for download in the tool. The template includes sample data to help guide your creation of a list. There are certain requirements that must be met for successful upload into the Audiences tool. We accept the following identifiers:
Note: Email and/or Device ID are required for your Audience to run. Providing all 3 will help increase the chances of a user being matched and mitigate fraud.
We strongly suggest providing your version of a User ID to account for users with multiple emails or devices. For example, a user with 5 emails/devices would be identified as the same user and not 5 distinct users. In this scenario, the 5 identifiers will all have the same User ID.
File format requirements
To target a Custom Audience:
To target New Users:
Once created, your Audiences will appear within the Audience dashboard.
Here you can view:
You can edit or delete an existing Audience by hovering over the Audience and selecting one of the two options. Audiences can be edited by either adding additional users through a CSV upload, or replacing the entire Audience file through a CSV upload.
Note: See "Creating an Audience" (above) for details on how to setup the CSV file. All file formatting requirements apply when either creating or editing an Audience.
To edit a Custom Audience:
Note: You may also edit the name and description of an existing Audience by following the steps above, changing the name and description and clicking “Save Audience”
There are a number of ways to 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)
If you’ve already run any social/paid search marketing, it would make sense to translate any learnings onto the Button marketplace. For example, the goal of marketing optimization on social is to identify users at the top of the funnel who are likely to make it to the bottom. If these users/Audiences have already been identified, targeting these users with an enticing rate should yield results since Button’s marketplace is already at the bottom of the funnel.
If you’re starting from scratch, identifying the right Audience involves an iterative approach. Our recommendation is to test a number of different Audiences with different attributes over the course of two weeks, gather data, and optimize. While it’s important to reach the most relevant users, it should be noted that Audiences should not be small to the point where reach is sacrificed.
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.
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.
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.