Audience Management — Business Overview
Last updated: August 2026
Feature Owners
The Audience management feature squad has named owners for product direction, project delivery, development leadership, and stakeholder input.
| Role | Owners |
|---|---|
| Product managers | Maja Saveska, Lazar Dagalev |
| IT project manager | Lazar Dagalev |
| Lead developer | Aleksandar Arsovski |
| Stakeholders | Monika, Kristijan Todorov, Julie, Joe, James McLarnon |
Table of Contents
- Feature Owners
- What Is Audience Management?
- Why It Matters
- How It Works — The Big Picture
- Creating an Audience
- Importing Prospects
- Deduplication — Keeping Data Clean
- Statistics & Coverage
- Audience Lifecycle
- What Users See
- Glossary
1. What Is Audience Management?
Audience Management is how Sopro organizes and manages the groups of people (prospects) that campaigns will reach out to. Think of an audience as a guest list for a party — it defines who should receive outreach messages and tracks every detail about those people.
In Simple Terms
"An audience is a targeted list of people that a campaign will contact. Audience management handles building, cleaning, and maintaining those lists."
2. Why It Matters
| Without Audience Management | With Audience Management |
|---|---|
| Prospects are scattered across spreadsheets with no structure | All prospects are organized in well-defined audiences with clear targeting |
| Duplicate contacts receive multiple messages, annoying potential clients | Deduplication ensures no one is contacted twice across audiences |
| No visibility into how much of the target market has been reached | Real-time statistics show coverage and progress |
| Manual data imports take hours and introduce errors | Automated imports with validation and quality checks |
3. How It Works — The Big Picture
Five key stages:
- Define — Set the targeting criteria: which industries, job titles, company sizes, and regions
- Import — Load prospect data from Sopro's databases into the audience
- Deduplicate — Automatically remove people who are already being contacted elsewhere
- Calculate — Generate statistics showing how much of the target market the audience covers
- Activate — Link the audience to a campaign and begin outreach
4. Creating an Audience
When a new audience is created, several things happen automatically:
The Setup Process
What Gets Configured
| Setting | Description | Example |
|---|---|---|
| Name | A descriptive name for the audience | "UK Tech Decision Makers Q1 2026" |
| Industries | Which business sectors to target | Technology, SaaS, Financial Services |
| Job Titles | What roles to look for | VP Marketing, Head of Sales, CTO |
| Seniority | Level within the organization | Director, VP, C-Suite |
| Company Size | How large the companies should be | 50–500 employees |
| Geography | Where the companies are located | United Kingdom, Ireland |
5. Importing Prospects
Prospects flow into audiences from Sopro's central database. The import process is structured and tracked:
How Imports Work
Each import is tracked with:
- How many prospects were loaded
- When the import happened
- The source of the data
- Any issues encountered during import
6. Deduplication — Keeping Data Clean
One of the most important jobs in audience management is making sure the same person doesn't appear in multiple active audiences. This prevents embarrassing duplicate outreach.
Three Deduplication Categories
| Category | What It Means | Action |
|---|---|---|
| Engaged | This person is already being contacted in another campaign | Skip — don't contact again |
| In Other Audiences | This person exists in another audience but hasn't been contacted yet | Skip — will be contacted from the other audience |
| Remaining | This person is new and not in any other active audience | Add to audience — available for outreach |
Why This Matters
Without deduplication, the same decision-maker could receive outreach messages from multiple Sopro campaigns simultaneously. This damages the client's brand and wastes resources.
7. Statistics & Coverage
Audience statistics give teams real-time visibility into how well an audience covers its target market.
Key Statistics Tracked
| Metric | What It Shows |
|---|---|
| Total Prospects | How many people are in the audience |
| Engaged Count | How many are already being contacted in other campaigns |
| In Other Audiences | How many exist in other audiences |
| Remaining | How many are truly available for fresh outreach |
| Target Coverage | What percentage of the target market this audience covers |
Statistics Recalculation
Statistics are automatically recalculated when:
- New prospects are imported
- Prospects are removed or updated
- Campaigns linked to the audience change
This ensures numbers are always accurate and up-to-date.
8. Audience Lifecycle
Every audience goes through a clear lifecycle:
| Status | Meaning |
|---|---|
| Draft | Audience has been created but not yet populated with prospects |
| Active | Prospects are loaded and the audience is linked to running campaigns |
| Paused | Temporarily stopped — no new outreach, but data is preserved |
| Completed | Campaign is finished — audience is archived for reference |
9. What Users See
Data Admin Dashboard
The Data Admin application provides a full view of audience management:
| Feature | Description |
|---|---|
| Audience List | Browse all audiences with status, prospect count, and linked campaigns |
| Audience Details | Three tabs: Overview (stats), Contacts (prospect list), Settings (configuration) |
| Target Coverage | Visual progress bars showing how much of the target market is covered |
| Import History | See all data imports with dates, counts, and status |
| Search & Filter | Find specific audiences by name, status, or campaign |
Key Actions
- Create Audience — Define targeting and start importing
- View Statistics — See real-time coverage and deduplication breakdowns
- Browse Contacts — View and search individual prospects within an audience
- Link to Campaign — Associate the audience with an outreach campaign
10. Glossary
| Term | Definition |
|---|---|
| Audience | A defined group of prospects that share common targeting criteria (industry, job title, etc.) and are linked to a campaign for outreach. |
| Prospect | An individual person within an audience — a potential contact for outreach. |
| Deduplication | The process of removing duplicates to ensure no person is contacted more than once across all active campaigns. |
| Engaged | A deduplication category — the person is already being actively contacted in another campaign. |
| Remaining | A deduplication category — the person is new and available for outreach in this audience. |
| Target Coverage | The percentage of the total target market that the audience has been able to identify and include. |
| Import | The process of loading prospect data from Sopro's database into an audience. |
| Campaign | An outreach initiative that contacts the people in one or more audiences. |
| Statistics | Automatically calculated metrics showing audience size, coverage, and deduplication breakdown. |
| Data Admin | The frontend application used by the Sopro team to manage audiences, campaigns, and data. |