Overview
Follow this guide to learn how the Audiense & GWI integration combines social audience intelligence with survey-based research.
The integration allows you to create GWI audiences directly from Audiense Insights, including both full audiences and individual audience segments. By mapping audience attributes between both platforms, you can build a more complete understanding of your audience by combining qualitative social intelligence with quantitative survey data.
This guide explains what makes the integration unique, common use cases, how to create a GWI audience from Audiense Insights, and answers frequently asked questions.
What Makes the Integration Unique?
The Audiense & GWI integration combines two complementary approaches to audience research. Audiense uncovers audience characteristics through social consumer segmentation, identifying shared interests, affinities, lifestyle choices, and beliefs. GWI complements these insights by providing quantitative survey data that helps build a deeper understanding of audience behaviors, including the customer journey.
Together, the platforms enable you to connect qualitative social intelligence with quantitative survey research.
The integration also provides a way to connect Social Listening platforms, such as Pulsar, Meltwater, Talkwalker, and Brandwatch, with GWI by transferring audience attributes from Audiense into GWI.
Common Use Cases
The integration can be used to enrich existing Audiense audience insights with additional survey-based information available in GWI.
Customer Journey Analysis
Use GWI data to better understand how audiences:
- Discover brands
- Research products or services
- Make purchasing decisions
- Experience brands
- Become advocates
This information can support more informed customer journey strategies.
Persona Development
GWI provides additional behavioral information that can help enrich audience personas, including lifestyle behaviors, values, attitudes, and predefined persona types.
These additional data points can help build a more complete understanding of your target audience.
Understanding Current Topics and Trends
GWI continually expands its dataset with information about emerging trends.
Combining this data with Audiense audience intelligence allows you to develop strategies that respond to current issues affecting your audience.
Create a GWI Audience from Audiense Insights
Before creating a GWI audience, make sure you are logged into both Audiense Insights and GWI.
Step 1: Choose an Audience or Segment
From within your Audiense Insights report, you can create a GWI audience using either:
- The full audience
- An individual audience segment (cluster)
If you have not yet created an audience in Audiense Insights, you may wish to complete that process before using this integration.
Step 2: Open the Audience Breakdown Page
Select See All Segments from the report summary page to open the Audience Breakdown view.
Step 3: Create the Audience in GWI
For the Full Audience
Open the Actions menu and select Create Audience in GWI.
For an Audience Segment
Locate the desired Segment Card, open the Actions menu, and select Create Audience in GWI.
Step 4: Open GWI
After the audience has been created, a confirmation window appears with a button that opens your GWI account.
Select the button to continue.
Audience Attributes Sent to GWI
When an audience is created, the following attributes are transferred:
- Age
- Gender
- Country
- Interests
- Affinities (Brands and Influencers)
Find Your Imported Audience
After opening GWI, navigate to the Audiences section and select Shared.
Your imported Audiense audiences will appear in this section, with the most recently imported audiences displayed first.
From here, you can review how the audience attributes have been translated into GWI.
Edit an Imported Audience
After importing an audience into GWI, you can refine or modify it if needed.
For example, you may wish to adjust:
- Locations
- Survey waves
- Audience attributes
To create an editable copy:
- Select Save as New.
- Give the audience a new name.
- Save the audience to My Audiences.
- Open the audience from My Audiences and make any necessary edits.
Request Access to the Integration
To use the Audiense & GWI integration, you must have subscriptions to both platforms and access to GWI Core Data.
At present, the integration supports GWI Core. Additional datasets may be supported in future releases.
Because the integration is currently in its early stages, user feedback is encouraged.
To request access, contact your Audiense Account Manager or email opsteam@audiense.com.
When requesting access, include:
- Organization name
- Email address
- GWI Organization ID
Frequently Asked Questions
Does the Integration Work with All GWI Customers?
Yes. The integration works with the GWI Core dataset, which is available globally across GWI licenses.
Does the Integration Support Other GWI Datasets?
No. The integration currently supports GWI Core only. Other datasets, such as GWI Sports, GWI Kids, GWI USA, and GWI USA Plus, are not currently supported automatically.
Does the Integration Work with GWI Core USA or GWI Core UK?
Yes. The integration supports GWI Core, including the UK and US datasets. It does not currently integrate automatically with the separate GWI USA dataset.
Why Does My Imported Audience Show a Sample Size of 0?
If your imported audience displays a sample size of 0, this does not necessarily indicate a problem with the integration. By default, GWI selects its most recent four survey waves. Audiense, however, may match audience attributes from earlier survey waves. If this occurs, you can:
- Select the earlier survey wave.
- Change the audience operator from AND to OR.
- Remove or replace attribute groups.
After importing an audience, you are free to continue modifying the audience by adjusting attributes, operators, and selected survey waves.