• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Omnichannel platform launch
    Read the press release to see how we're helping marketers win the walled gardens
    Let's talk omni at Shoptalk!
    Learn how our omnichannel platform can help you build a winning strategy
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q4 2022
Back to Blog

Feature Focus: Skai Audience Manager

Skai™

November  09, 2018

 Skai Audience Manager. In today’s Friday Feature Focus, we examine this tool which enables marketers to manage their audiences holistically across channels.

Regardless of the tools, technology, ad formats, and the millions of variables to consider, at its core, marketing is really all about audiences. In fact, a shared quality amongst successful marketers is their obsession with understanding their target audience so they can best reach, influence, and convert them into customers.

In a January survey of 450 advertisers, publishers, and tech developers in North America by Winterberry Group and the Data & Marketing Association (DMA), 62.0% of respondents said that improving audience segmentation to support better ad targeting was one of their top campaign management priorities.

campaign priorities

Skai Audience Manager is needed with the increased focus on first-party data

Various market trends such as recent, highly-publicized data breaches and increased global data restrictions (such as GDPR) are driving marketers to really think through how they can better leverage the data they collect from their customers — better known as first-party data.

Skai Audience Manager enables marketers to manage first-party audiences holistically across the leading native media platforms for more relevant consumer engagements throughout their purchasing journey. “We know audiences are front and center for both social and search,” says Sam Ho, Skai’s Director of Product. “We want to make it super scalable and efficient so that our clients can target the right people at the right time in a seamless way.”

“And while we know that many marketers are still stuck in a siloed approach, this means the social marketer is spending time manually uploading one audience and then the search marketer ends up uploading that same audience independently. We solve for both of that by taking that same audience and automatically uploading and refreshing it across multiple publishers and accounts.

“Furthermore, we know that audience targeting is only becoming more complex,” says Ho. “Google keeps releasing new audience features (like in market segments, demographics, similar audiences), Bing is incorporating LinkedIn targeting, etc. If you don’t do something now to help scale the management of these audiences you’re going to be way behind the curve when it comes to the most efficient way to target your audience and acquire customers.”

 audience manager start

 

 

 

 

 

 

The first step in Skai Audience Manager is to define the goal of the audience to be created.

Skai Audience Manager: Activate your CRM

Most companies keep customer information in a Customer Relationship Manager (CRM) platform. In a CRM record, companies can store information such as addresses & phone numbers, past purchase history, what emails or ads were clicked, what parts of the website that the customer visited, etc. All of this information can be used to segment customers into relevant groups based on whatever behaviors or attributes they desire.   

Large publishers such as Facebook and Google are able to match customer lists against their user base at a high rate, and because all of the processing is done behind-the-scenes, no personally identifiable information (PII) is passed to the advertiser.

“Most brands are sitting on a virtual gold-mine of first-party data,” says Crissi Cupak, Skai’s Product Growth Manager. “Skai Audience Manager helps marketers get their data onboarded to search and social publisher platforms quickly and easily so they can get out of the weeds and spend more time on high-value strategic tasks.”

For both Search and Social marketers, segmenting their campaign activity by audience segment makes a lot of sense. Enabling first-party audience segments means that marketers can use different bids and ad copy for different segments — even if they search on the same keywords or visit the same social profiles.

“Marketers understand the value of audience segmentation,” says Cupak. “It’s been part of the marketing DNA for decades. The way you value and message to a loyal, repeat customer who spends a lot with you should be different than how you speak to a customer who hasn’t purchased from you in a few years or to a consumer who’s never shopped with you before. Marketing is most effective when it’s most relevant to the audience.”

 audience manager

Once loaded into Skai Audience Manager, audiences can be managed easily across channels.

Skai Audience Manager: Automatically Stay In-Sync

One of the key benefits of Skai Audience Manager is that once the connection is made to the client’s CRM system, it will stay in sync without needing manual refreshes. What this means to the marketer is that they don’t have to continuously upload new lists to the publisher platforms, but rather as new or existing customers enter the defined segments, they are added to the marketing audience.

For example, let’s say that a company defines any customer who spends $1000 or more to be a high-value customer segment. If a new customer spends $1200, they will be automatically added to the targeting pool.

Another common tactic is to use audience suppression to make sure you are not targeting people who recently purchased. But talking to many marketers, they tell us they only update these lists once per month or even once per quarter because it’s just a pain to keep up to date.  Which means they continue to retarget users who purchased for up to 3 months after they already purchased!!

This sync feature can save many, many repetitive hours for marketers who need to constantly refresh their targeting segments.

Skai Audience Manager Frequently Asked Questions

Q. Do I have to load the same audiences for different publishers one at a time?

Nope. Once you upload an audience, Skai Audience Manager can distribute it to all of our integrated partners that support first-party audience lists.

Q.What does Skai do with the data I’m passing to create my Customer Lists audiences?

No customer information is stored on Skai’s servers. Skai is only the pipe here. We upload this data to the publishers in a secure way.

Q. My client doesn’t want to share his data with me. How can I still create the audiences for them?

The end client can use Dropbox or SFTP connection.  You will see the name of the file, without accessing it, in the flow.

For more information on Skai Audience Manager, Skai clients can reach out to their Skai rep. For non-clients, please contact us or schedule a demo to see how Skai can help supercharge your marketing. 

Book a Meeting of Skai

  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Audience, Facebook, Feature Focus, Google, Search, Social, xKPx
  • Previous Post
  • Next Post

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint