FAQs: Audience Insights

Question

I created a pediatrics list using ages 17 or younger, but the exported list shows the "children_present" field as "FALSE." Why?

Answer

The value for the 'children_present' data field comes from the consumer market list. Data indicating individuals are in a given age range is also received from the consumer market list. However, we also have additional data sources that we cross reference when creating the target audience. The consumer market list may not have up-to-date information in the 'children_present' field, although we know that children are present from other sources.

To break it down, the criteria pulls in individuals ages 17 or younger - but since we cannot send communications to minors, their head of household (HoH) is the 'target' for the communication and included in the list. The 'children_present' field for the HoH's record (sourced from the consumer market list), may read 'FALSE' - and through other data sources and our householding process, we may know that the HoH does have children present - which is why they qualified for inclusion in the audience. But the 'FALSE' value in the 'children_present' field doesn't get updated.

A good way to think about the 'TRUE' and 'FALSE' values for children present is 'TRUE' and 'FALSE/UNKNOWN' since there may be children in the household but the consumer market list couldn't confirm.

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