What is an Audience Data Foundation?

A continuously evolving audience graph that unifies first, second, and third-party data in your warehouse, designed for AI and real-time activation, not static segmentation.

How is this different from a traditional CDP?

CDPs build static segments from batch data. An audience data foundation builds a living graph that AI agents and decisioning systems query in real time.

What makes it "AI-ready"?

The graph structure, feature store integration, and real-time updates are designed for ML models and LLM-based agents, not just audience exports.

What first-party data can we unify?

Web, mobile, product usage, CRM, email engagement, transactions, and support interactions.

How do second-party partnerships work?

Partner data is ingested, matched to your identity graph, and merged with consent and governance intact.

Which third-party enrichment sources are supported?

Firmographic, technographic, demographic, intent, and lifestyle providers, matched and scored against existing profiles.

Does this replace our CDP?

It can. Many teams run both during migration, then phase out the legacy CDP as the audience graph matures.

How does governance work across 1P/2P/3P?

Consent, suppression, and data lineage are enforced at the graph level, with source tracking and audit trails.

Audience Data Foundation

The Living Audience Graph That Powers AI-Ready Marketing

Unify first, second, and third-party data into a continuously evolving audience graph, built on your warehouse. Feed AI models, power real-time decisions, and activate everywhere. Static segments are dead. Living context wins.

Get Started For Free

Intent

Technographics

Firmographics

From Static Segments To Living Context

A Foundation Built for AI, Not Campaigns

Traditional CDPs freeze audiences into static lists. iCustomer builds a living audience graph that evolves with every signal—first-party behaviors, second-party partnerships, third-party enrichment. AI agents and decisioning layers consume this graph to act in real time, not batch.

Living Audience Graph

Continuously updated with 1P, 2P, and 3P signals. Not a snapshot, a living, queryable context layer.

AI-Ready Data Structure

Graph and feature structures designed for ML models, LLMs, and decisioning agents, not just segment exports.

Warehouse-Native, Zero Copy

Runs on Snowflake, BigQuery, or Databricks. No extraction, no sync lag, no new silo.

First-Party:
Your Behavioral Core

Ingest and unify web, mobile, product, CRM, and transaction events. Every interaction updates the graph in real time, so audience context reflects what's happening now, not last week's batch.

Data table with appended firmographic, technographic, and intent attributes—demonstrating iCustomer enrichment that upgrades profiles for targeting, segmentation, and personalization across channels.

Second-Party:
Partner & Co-Op Signals

Layer in retailer data, media partner signals, and co-op audience data. The graph merges partner context with your first-party foundation, expanding reach without losing identity resolution or governance.

Third-Party: Enrichment That Adds Context

Append demographic, lifestyle, and purchase propensity signals for consumer audiences, or firmographic, technographic, and intent signals for B2B accounts. Enrichment is matched and scored to existing profiles, not bolted on as disconnected attributes. Build richer lookalikes, suppress low-intent, and surface in-market buyers, whether you're selling to shoppers or decision-makers.

Quality and performance dashboard tracking match rates, verification status, duplicate reduction, and freshness—highlighting iCustomer automated governance and monitoring for clean, activation-ready identity data.

AI-Ready: Built for Agents, Not Just Activation

The graph exposes features, embeddings, and context that AI agents and ML models consume directly. Power next-best-action, propensity scoring, and autonomous decisioning, without exporting flat files to another platform.

iCustomer Audience Data Foundation FAQs

Answers to common questions about identity resolution, enrichment sources, and governance.

iCustomer Blog Posts

See how Decision Intelligence, dynamic ICPs, and a true decisioning engine help GTM teams move from channel-first to outcomes-first ABM and compounding growth in 2025.