Supported targeting levels
With Match Booster, you can target audiences and track conversions at the person level or household level. Targeting levels are defined per sync (for example, an audience sync or a conversion feed).
Person-level matching is Hightouch’s default targeting level. Household-level targeting must be enabled in the model’s Match Booster configuration before it can be applied to a sync.
Targeting levels cannot be adjusted after the sync is enabled. If you want to change targeting levels for an audience, create a new sync with the same configuration and adjust the targeting level before activating it.
Consider using Templates to create separate configurations for person-level and household-level audiences so that users can easily sync campaigns for both types.
Person-level matching
Person-level matching links your customer and device records to a single individual, improving match rates while maintaining a high level of precision.
Person-level matching works by finding deterministic linkages between your first-party identifiers and people in Match Booster’s third-party identity graph. When matching to devices, Match Booster can be configured to isolate the most likely user of a device or broaden the scope by including shared devices in the match criteria (for example, a shared iPad or tablet).
Household-level matching
Household-level matching uses Household Expansion to match a single record to a residential address in the identity graph, and then expands targeting to reach all of the people and devices in that household.
Common use cases
Household Expansion is especially effective for brands and media networks whose products are purchased or used by an entire household.
- Retail marketing and retail media networks – Although retailers are improving their ability to match in-store transactions to individual buyers through loyalty programs, those memberships are often shared across family members. Household Expansion helps retailers target, suppress, and monetize the entire household based on past purchase behavior.
- Streaming TV –m Household members typically share a single streaming TV login, even when they have separate profiles within the application. Household Expansion helps media companies target, suppress, measure, and monetize audiences more effectively by ensuring every member of the household is being matched.
- Automotive – Automotive sales are often family decisions due to the high price and shared use. Household Expansion allows businesses to target, suppress, measure, and monetize audiences based on purchase behavior across all members of the household.
- Telecom and utilities – Businesses providing household services, including utilities, HVAC, home appliances, and telecommunications (phone and internet), typically sell to a household unit. Using Household Expansion, they can match a single customer record to the entire household for more effective suppression of existing customers, targeting of high-intent leads, or measurement across multiple household touchpoints.