Audience Mapping

  • Updated on Oct 7, 2026
  • Published on Oct 14, 2024
  • 2 minute(s) read
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Available with

Subscription to Data Studio module

Supported integrations

  • Salesforce

  • HubSpot

  • Marketo

What is audience mapping?

The Audience mapping allows you to define a specific population of Leads/Contacts from your CRM or marketing automation platform (MAP). This definition will be used in the Data Studio to train a model or in the App to look at the performance of a model/segmentation in the Predictions section of the HG Insights App.

To have the best training for your models and to ensure there is not any bias, we are looking for the most diverse subpopulation amongst your leads. That's why we recommend defining an Inbound audience. Outbound leads are targeted on specific traits, so they look alike and would skew the model's predictions.

Common audiences are inbound and demo requests.

An important field to check to create an audience is leadsource. You can find the different values possible for leadsource in the Data tab of the App.

What is audience mapping used for?

  • Train and validate a predictive scoring model in the Data Studio on a specific population

  • Look at the performance of a model in the Predictions on a specific population

Audience selector on the Predictions performance page

Where to view the audience mapping

  • In the Admin Hub, go to Mapping then Audience mapping

* You’ll see the list of Audiences configured. During onboarding our AI agent automatically creates the Inbound audience

How to create a new audience

Prerequisites

  • You are a HG Insights user with Architect and Admin permissions

  • HG Insights is pulling from your CRM (Salesforce, HubSpot) or MAP (Marketo)

  1. Go to Admin Hub > Mapping > Audience mapping

  2. Click on + New audience

  3. (Recommended) Describe in plain english to the AI agent in the chat the audience you want to create. The AI agent will search in your CRM how to best configure it

  4. or configure manually selecting conditions based on:

  5. Source system (Salesforce, HubSpot or Marketo)

  6. Object (Lead or Contact)

  7. Field (leadsource...)

  8. Condition (is, is not, is any of, is none of, contains...)

  9. Value

  10. Check 'Case insensitive' (allows to find the value regardless of upper/lower case)

  11. Logic: use logic between the conditions (OR or AND)

    Here is an example of an Inbound Growth audience
    5. After reviewing, click Create Audience 6. The new audience will show in the list of audiences with a status “Pending” until it gets processed (a few seconds), then gets the status “Live”. If you see a “Needs Attention” status it means the audience logic matches 0 contacts. Update the mapping: check the field name, value spelling, and case sensitivity.

How to edit an audience

  1. Go to Admin Hub > Mapping > Audience mapping

  2. Click on the audience you want to edit.

  3. (Recommended) Describe in plain english to the AI agent in the chat the changes you want to make. The AI agent will search in your CRM how to best configure it.

  4. When done, click on Save Changes. Your changes will process in a few seconds

FAQ

Is there a limit to the number of audience mappings I can create?

No, you can create as many audience mappings as you need.

Need help? Please send us a message to customersupport@hginsights.com

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