What is Audience Data? Examples, Providers & Datasets to Buy
- Overview
- Datasets
- Providers
- Use Cases
- Attributes
- Guide
- FAQ
- Overview
- Datasets
- Providers
- Use Cases
- Attributes
- Guide
- FAQ
What is Audience Data?
Audience data refers to information collected about individuals or groups of people, such as their demographics, interests, behaviors, and preferences. It is gathered from various sources, including online platforms, surveys, and customer databases. This data helps businesses understand their target audience better, enabling them to create more personalized and targeted marketing campaigns.
What Are Examples of Audience Data?
Audience data can be categorized into different types, each offering valuable insights:
- Demographics – Age, gender, income level, education, occupation, and marital status.
- Behavioral Data – Online activities, browsing history, ad interactions, content consumption, and app usage.
- Psychographic Data – Lifestyle preferences, values, attitudes, and personality traits.
- Geographic Data – Location-based insights, ZIP codes, city/state data, and regional preferences.
- Engagement Data – Social media interactions, email open rates, video views, and website visits.
- Transactional Data – Purchase history, spending habits, frequency of transactions, and brand loyalty.
- Popular Brands & Interests – Consumer preferences for specific brands, products, and services.
- Out-of-Home (OOH) Exposure – Data on consumers’ physical movements, travel patterns, and outdoor ad impressions.
- Media Consumption Data – TV viewership, podcast listening habits, and news preferences.
Editor's Pick
Featured dataset
Access the Best Audience Databases & Datasets
Datarade offers access to multiple audience datasets, including real-time consumer insights, predictive analytics, and market segmentation data. These datasets allow brands to refine their customer outreach, personalize campaigns, and maximize advertising ROI.
Audience Data Segments B2C Enrichment - Increase your match by 3X - Programmatic Audience Data
Audience Data / US Market / HEM for Targeting Online Campaigns / Advertising Data / Audience Targeting Data
Digital Audience Data | Advanced Audience Segmentation Platform for Digital Marketers.
Audience Data | 330M+ Global Devices | Audience Targeting & Advertising | API Delivery
Audience Data API | Access 700M+ Profiles | Discover Engaged Audiences Worldwide | Best Price Guarantee
Digital Audience Data | 120M Programmatic Audiences | B2B Marketing Data
Factori Audience Data| 1.2B unique mobile users in APAC, EU, North America and MENA
Alesco Weight Loss GLP-1 Consumer Digital Audience Data | Consumer Demographic Data | USA Coverage
Audience Data | 750M+ User Profiles | 300M+ Updates a Month, Accurate Consumer Behavior & Identity Insights
PREDIK Data-Driven: GIS Data | USA, Latam | Demographics & POI Data | Audience Data - Places Data
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Top Audience Data Providers & Companies
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Stirista
CoverageUSAStirista features a wide variety of audience types including Geolocation (Visitor Data), B2B, Consumer, Purchase-based, Online Activity, Intent, B2B Technology, Social Media Engagement, Voter/Political, Life-Event, Auto Ownership, Seasonal, and Multicultural data.LocationData Updated in Real-Time60 MillionB2B Professionals -
VisitIQ™
CoverageUSAVWe have purchased data for marketing from DrivenIQ as well as used their incredible capture tech to nurture our website traffic efficiently and accurately. Surprised at the granular accuracy of the data we inspect regularly from them.
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Gravy Analytics by Unacast
CoverageUSAUK+248VLeveraging geolocation data for Airport Planning. We provided a strong and successful case for adding flights to a medium sized airport. Two airlines added flights following the analysis. The successful pilot is being turned into a tool for airport administrators. In the tool, managers can see the origins and end destinations of travelers flowing through their terminals. They can also identify volume and type of leakage to other transportation terminals - both alternate airports and other modes of travel like bus and train. Gravy Analytics' data product showing visitations was optimal for this use case.
Popular Use Cases for Audience Data
Audience data plays a key role in various industries, from digital marketing to retail analytics. Some of the most common applications include:
- Advertising – Enhancing targeted advertising through demographic and behavioral insights.
- Lead Generation – Identifying high-intent prospects for better sales conversions.
- Account-Based Marketing (ABM) – Delivering personalized campaigns to specific accounts and key decision-makers.
- Audience Targeting – Refining ad campaigns to reach the most relevant consumers.
- Audience Segmentation – Categorizing customers based on demographics, behavior, and interests.
- Programmatic Advertising – Automating ad placements using real-time audience insights.
- Purchase Intelligence – Understanding consumer buying patterns and predicting future purchases.
- Customer Journey Mapping – Tracking user interactions across multiple touchpoints to optimize experiences.
Main Attributes of Audience Data
Audience data includes various attributes that provide a deeper understanding of consumer behaviors and preferences:
- Customer Profiles – Detailed insights on individuals or groups, including age, gender, and lifestyle preferences.
- Engagement Metrics – How consumers interact with digital and physical touchpoints.
- Purchase Behavior – Historical transactions and spending habits.
- Location Insights – Mobility data, geofencing details, and regional trends.
- Interest & Affinity Data – Consumer interests and brand preferences.
- Advertising Exposure – Data on ad impressions, clicks, and engagement rates.
| Attribute | Type | Description | Action |
|---|---|---|---|
| String | The first name of a contact. | View 235 datasets | |
| String | The last name (surname) of a contact. | View 234 datasets | |
| String | The name of a company or business, might be the legal or brand name. | View 194 datasets | |
| String | The approx. number of employees working for a company. | View 193 datasets | |
| String | The industry classification of a company. | View 192 datasets | |
| String | The name of a city. | View 175 datasets |
Why Is Audience Data Important?
Audience data is essential for businesses to refine marketing strategies and improve customer engagement. It helps personalize campaigns, optimize ad spend, increase conversion rates, and enhance customer retention through predictive analytics. Audience data enables businesses to:
- Personalize Marketing Campaigns – Deliver highly relevant content and ads based on user preferences.
- Improve Customer Engagement – Enhance user interactions with data-driven messaging.
- Optimize Advertising Spend – Ensure that marketing budgets target the right audience segments.
- Increase Conversion Rates – Reach high-intent consumers at the right time.
- Enhance Customer Retention – Use predictive analytics to maintain customer loyalty.
How Is Audience Data Collected?
Audience data is collected through first-party sources like websites, apps, and CRM systems, second-party data from business partnerships, and third-party data from brokers. Other sources include:
- Second-Party Data – Data shared between businesses through partnerships.
- Third-Party Data – Aggregated data from external sources such as data brokers and market research firms.
- Surveys & Polls – Consumer feedback collected through questionnaires and market research.
- Social Media Tracking – Analyzing engagement, likes, shares, and comments on social platforms.
- Cookies & Tracking Pixels – Monitoring user behavior on websites for targeted advertising.
- Mobile & Location Data – GPS and geofencing insights from mobile apps and devices.
- Retail & Transactional Data – Purchase history and spending patterns from e-commerce and point-of-sale (POS) systems.
What Are the Three Types of Audience Data?
There are three main types of audience data:
- Demographic Data – Age, gender, income, location, and other personal attributes.
- Behavioral Data – Online activities, browsing history, and media consumption.
- Psychographic Data – Interests, values, lifestyle choices, and brand affinities.
What Are the Four Pillars of Targeting?
Effective audience targeting is built on four key pillars:
- Segmentation – Dividing audiences into groups based on shared characteristics.
- Personalization – Crafting messages that resonate with specific audience segments.
- Contextual Targeting – Delivering ads based on the content consumers are engaging with.
- Behavioral Targeting – Using data-driven insights to predict user intent and preferences.
How Do You Find Audience Data?
Businesses and marketers can access audience data through:
- Data Providers & Marketplaces – Platforms like Datarade offer pre-collected audience insights.
- Social Media Analytics – Tools such as Facebook Audience Insights and Twitter Analytics.
- Google Analytics & Ad Platforms – Providing demographic and behavioral insights from website visitors.
- CRM & Customer Data Platforms (CDP) – First-party data stored in customer relationship management systems.
- Retail & Purchase Data Aggregators – Transactional insights from POS systems and e-commerce platforms.
Frequently Asked Questions
How is the Quality of Audience Data Maintained?
The quality of Audience Data is ensured through rigorous validation processes, such as cross-referencing with reliable sources, monitoring accuracy rates, and filtering out inconsistencies. High-quality datasets often report match rates, regular updates, and adherence to industry standards.
How Frequently is Audience Data Updated?
The update frequency for Audience Data varies by provider and dataset. Some datasets are refreshed daily or weekly, while others update less frequently. When evaluating options, ensure you select a dataset with a frequency that suits your specific use case.
Is Audience Data Secure?
The security of Audience Data is prioritized through compliance with industry standards, including encryption, anonymization, and secure delivery methods like SFTP and APIs. At Datarade, we enforce strict policies, requiring all our providers to adhere to regulations such as GDPR, CCPA, and other relevant data protection standards.
How is Audience Data Delivered?
Audience Data can be delivered in formats such as CSV, JSON, XML, or via APIs, enabling seamless integration into your systems. Delivery frequencies range from real-time updates to scheduled intervals (daily, weekly, monthly, or on-demand). Choose datasets that align with your preferred delivery method and system compatibility for Audience Data.
How Much Does Audience Data Cost?
The cost of Audience Data depends on factors like the datasets size, scope, update frequency, and customization level. Pricing models may include one-off purchases, monthly or yearly subscriptions, or usage-based fees. Many providers offer free samples, allowing you to evaluate the suitability of Audience Data for your needs.
What Are Similar Data Types to Audience Data?
Audience Data is similar to other data types, such as Consumer Behavior Data, Panel Survey Data, CPG Data, Consumer Purchase Data, and Consumer Spending Data. These related categories are often used together for applications like Advertising and Lead Generation.
