# Audience activation in 5 simple steps

> Learn how audience activation turns data into action. Discover 5 easy steps to engage and grow your audience. Start activating today!

Source: https://www.measurelab.co.uk/insights/blog/audience-activation-in-5-simple-steps/  
Author: Aimée Hart  
Published: 2020-02-04  
Updated: 2025-12-01

Amidst news of [cookies crumbling](https://www.thedrum.com/news/2020/01/15/google-chrome-crumbles-the-third-party-cookie-whats-next-adtech)and third party cookies eventually becoming obsolete, there is even more emphasis on identifying visitors who arrive on websites and providing users with a reason to remain loyal to your brand.

Here is a simple user case on how to effectively personalise your customer experience using the [Google Marketing Platform.](https://marketingplatform.google.com/intl/en_uk/about/) According to [Econsultancy](https://econsultancy.com/the-seven-principles-of-intelligent-personalisation/):

> “50% of consumers are likely to engage with a brand when they receive an interesting offer.”

So how can you demonstrate why personalisation should be a business priority in 5 simple steps?

**Example User case**

![](https://storage.ghost.io/c/2b/29/2b2922bc-51da-44ac-8a48-6f70d3ab322e/content/images/2025/07/screenshot-2020-02-04-at-15-27-14.png)

**Process**

1: Link your Display & Video 360 advertiser and Optimize container to your Analytics property.

2: In Analytics 360, create an audience (‘3 Orders-12 Months-Low AOV’) for users that meet the following conditions:

*Transactions per user > 2, AND*

*Date of First Session is on or after 04/02/2020, AND*

*Revenue per user < £30 (Site wide Average AOV)*

In the ‘Audience destinations’ section, select your Display & Video 360 and Optimize accounts.

3: In Optimize 360, set up an [experiment](https://support.google.com/optimize/answer/6211930) that shows a banner on the landing page with the message, “Indulge yourself: free travel size Product X when you spend £30 or more”. [Target](https://support.google.com/optimize/answer/6262388?hl=en&ref_topic=9127821) the experiment to the ‘**3 Orders-12 Months-Low AOV’** audience.

4: In Display & Video 360, create a [remarketing](http://remarketing) campaign, targeted to the ‘**3 Orders-12 Months-Low AOV’** audience, with creatives that feature the message: “**Indulge yourself: free travel size Product X when you spend £30 or more**”.

5: Analyse the Display & Video 360 [reports](https://support.google.com/analytics/answer/6166799) in the Acquisition section of Analytics 360 to see conversion metrics for your newly created audience

In 5 steps we have a personalised experience with uplifts and tangible benefits to take back to your stakeholders.

Happy analysing! [Get in touch](https://www.measurelab.co.uk/contact/) to share your experiences.