Principles
- Audience before channel: segments earn their media, not the other way around.
- Signals over demos: intent, context and recency beat broad age/gender groups.
- Privacy-first: consented, explainable audiences that travel across platforms.
- Built for learning: cohorts are testable and easy to expand or contract.
Journeys → Segments → Messages
Journey mapping
- Moments of need and questions to answer
- Barriers and beliefs to shift
- Signals that indicate stage movement
Segment design
- Prospect · Engaged · Consideration · Support
- Eligibility rules and exclusions documented
- Audience notes that inform creative & sequencing
Deep-dive playbooks and examples are shared during onboarding via our private creds packs.
Signals & Data
- First-party (CRM, site events) with clear consent states
- Contextual signals (keywords, categories, sentiment)
- Search intent expansion into programmatic
- Geo/app usage for time-and-place relevance
See DMP for how we unify and activate these sources.
Message Matching
Patterns
- DCO templates that align copy/CTA/visuals to context
- Sequencing by stage (awareness → consideration → action)
- Short → mid → long formats to build memory without fatigue
Guardrails
- Frequency caps by segment
- Suitability allow-lists for sensitive content
- Clear naming and approval tracking
Explore how context powers creative in Contextual Planning.
Measurement
- Segment-level attention and outcome lift
- Learning cards and promotion rules (see TLO)
- Roll-ups for exec/brand/trader views in Reporting
Our KPI mapping and governance approach is outlined in Measurement and guided by A.R.T..
Want us to blueprint your audiences?
We’ll turn your journey insights into scalable segments and message rules—privacy-first and platform-agnostic.