# Audiences Building, Analysis & Modeling

## What Is It

Audience Agent enables media teams to build, analyze, refine, and expand audience segments using first-party data. It supports the full audience development workflow—including segment creation, trait analysis, comparative exploration, modeling, and deployment—within a single interface.

## How It Works

**Step 1: Build Audiences**\
Start with a natural language prompt or use filters to define audiences. Akkio generates the audience logic automatically and gives you full transparency into the data, sources, and SQL behind it.

<div align="left"><figure><img src="/files/INHlD2JadPShM5rJwi1Z" alt="" width="375"><figcaption><p>Audience Builder</p></figcaption></figure></div>

**Step 2: Analyze Audiences** \
Understand your audiences through three powerful modes of analysis:

**2a -** Get a visual overview of audience traits, behaviors, and geography through auto-generated dashboards.

<div align="left"><figure><img src="/files/jghgH0B6cP5bwjU6RWmk" alt="" width="375"><figcaption><p>Audience Insights</p></figcaption></figure></div>

**2b - Compare**\
View multiple audiences side-by-side to identify key differences in demographics, intent, or performance

<div align="left"><figure><img src="/files/dk33CvZQk1kC8mv3UaeS" alt="" width="375"><figcaption><p>Audience Comparison</p></figcaption></figure></div>

**2c - Explore**\
Ask follow-up questions to uncover deeper insights using natural language.

<div align="left"><figure><img src="/files/qVhAmn39ezQVVnQUreHk" alt="" width="375"><figcaption><p>Audience Exploration</p></figcaption></figure></div>

**Step 3: Segment Audiences** \
Use AutoML to instantly split your audience into 3–5 high-impact subgroups—each with detailed traits and performance insights. Save and reuse these segments as needed.

<div align="left"><figure><img src="/files/vrvx6UCMQJS7xC7VrA2z" alt="" width="375"><figcaption><p>Audience Segmentation</p></figcaption></figure></div>

**Step 4: Model Lookalikes**\
Choose a seed audience and create modeled lookalikes with one click. Adjust thresholds to balance precision and scale, and explore the expanded audience in detail.

<div align="left"><figure><img src="/files/99us4swR7aF9Xc2GTrCP" alt="" width="375"><figcaption><p>Lookalike Modeling</p></figcaption></figure></div>

**Step 5: Generate & Share Audience Reports**\
Package your insights into custom reports with dashboards and visuals. Save views, apply templates, and share with clients or teammates—all from within the platform.


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