What is a Unified Audience Database?

By Bree Greenawalt, breeg@lessitermedia.com
Sr. Manager Data & Ad Services, Lessiter Media

Have you heard the term Unified Audience Database (UAD) yet? If you have, you’ve likely been day dreaming about the possibilities a UAD could bring to your marketing program. If you haven’t, let me introduce you. A Unified Audience Database is a database combining various data points from across all channels in which marketers distribute content (print, events, digital, research, partner data, etc.) Those datapoints can be a combination of demographic, behavioral and contextual data, giving you a 360 degree view of your customers and prospects.

You might be thinking to yourself, "So how does this benefit me?" When your customer data is all in one place, you’re able to identify different segments within your overall audience and engage them more successfully through targeted messaging.

For instance, imagine having the ability to deploy a direct mail marketing promotion to the very best prospects you have — NOT just anybody you have a mailing address for. With a UAD, you have the ability to quickly and easily build a mailing list based on data points being pulled in from every communication channel that your business utilizes.

To help you better understand the benefits of a UAD, I've put together the infographic below.

Have you or are you moving to a unified audience database? I’d love to hear about the transition and benefits you are seeing in your marketing.