Data Activation allows you to translate customer signals into action using audiences and journeys.
Use audiences to create dynamic, rule-based lists that update in real time for targeting or suppression — perfect for keeping ad destinations in sync with your latest customer data.
When timing and sequencing matter, use journeys to build multi-step flows that guide customers through specific paths, triggering actions like emails or retargeting based on their behavior.
Precise control with rules and conditions
Both audiences and journeys rely on a powerful condition and rule builder that combines profile attributes (who they are) and events (what they did). With the rules, you define exactly who qualifies using entry and exit conditions, such as "started checkout," and ensure they stop receiving messages the moment they convert.
Timing and historical contexts
You can add wait steps to journeys to pace your messaging or set specific time windows on rules to target recent behaviors. See Timing concepts for more information.
Additionally, historical processing allows you to look back in time when you create a new audience or journey, backfilling it with profiles that qualified in the past, so you can start activating data immediately without waiting for new events to occur.