Maintain marketing audience segments
Define useful communication audiences from documented, consent-compatible facts and business purpose, excluding sensitive inferences and reviewing membership before activation.
| Field | Value |
|---|---|
| Business area | marketing |
| Primary role | marketing-manager |
| Frequency | monthly |
| Privacy sensitivity | high |
| Security sensitivity | medium |
| Compliance review | needed |
Trigger and handoff
Trigger: A campaign need, consent change, data-source change, or scheduled segment review.
Inputs
- Approved audience purpose
- Current consent and suppression data
- Permitted source attributes
Outputs
- Documented segment definition
- Reviewed audience membership
- Exclusions and expiry
Current manual methods
- CRM filter
- Uploaded spreadsheet
- Broad member list
Human judgment and approvals
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Assess relevance
-
fairness
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and reasonable expectation
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Identify groups too small or sensitive to target
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Approval: Marketing and privacy owners approve purpose
-
Approval: data
-
Approval: and activation
Failure modes
- Stale attributes keep people in audience
- Proxy criteria infer sensitive traits
Success metrics
- Active segments have current purpose and owner
- Consent and suppression changes apply before send