> ## Documentation Index
> Fetch the complete documentation index at: https://docs.masivo.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Marketing & destinations

> How customer data powers audiences, journeys, messages, and external platforms

# Marketing & destinations

Once profiles and events are in Masivo, you use that data to **segment customers**, **run automated journeys**, and **sync audiences** to the tools you connect.

<Frame caption="From profile to message or ad platform">
  ```mermaid theme={null}
  %%{init: {
    "theme": "base",
    "themeVariables": {
      "primaryColor": "#050509",
      "primaryTextColor": "#e5e4e7",
      "primaryBorderColor": "#c084fc",
      "secondaryColor": "#050509",
      "secondaryTextColor": "#e5e4e7",
      "secondaryBorderColor": "#c084fc",
      "tertiaryColor": "#050509",
      "tertiaryTextColor": "#e5e4e7",
      "tertiaryBorderColor": "#c084fc",
      "clusterBkg": "#08080e",
      "clusterBorder": "#c084fc",
      "fontSize": "16px",
      "fontFamily": "inherit",
      "lineColor": "#94a3b8"
    },
    "flowchart": {
      "htmlLabels": true,
      "curve": "basis",
      "padding": 20,
      "nodeSpacing": 48,
      "rankSpacing": 56
    }
  }}%%
  flowchart TB
    subgraph define["Define segments"]
      direction LR
      RULES["Audience rules<br/>in dashboard"]
      IMPORT["Uploaded lists"]
    end

    subgraph members["Build membership"]
      direction LR
      CALC["Scheduled recalculation"]
      LIVE["Updates on new events"]
      EXIT["Remove non-matching members"]
    end

    subgraph activate["Activate"]
      direction LR
      EVT["Matching events"]
      JOUR["Journeys"]
      EMAIL["Email"]
      PUSH["Push"]
      WA["WhatsApp"]
      IA["In-app"]
    end

    subgraph destinations["External destinations"]
      direction LR
      META["Meta & Google Ads"]
      CRM["Braze & similar"]
      WH["Webhooks & warehouse"]
    end

    RULES --> CALC
    IMPORT --> CALC
    CALC --> LIVE
    LIVE --> EXIT
    LIVE --> JOUR
    EVT --> JOUR
    JOUR --> EMAIL
    JOUR --> PUSH
    JOUR --> WA
    JOUR --> IA
    LIVE --> META
    LIVE --> CRM
    LIVE --> WH
  ```
</Frame>

## Audiences

Audiences are groups of customers who match conditions you define — for example “purchased in the last 30 days” or “VIP tier members.” Membership updates when:

* You change audience rules and recalculate.
* A qualifying event arrives and the profile matches in real time (identified customers only).
* You import a list from a file (static membership; not re-evaluated automatically).
* Scheduled jobs remove customers who no longer match the rules.

## Journeys and messages

[Journeys](/guides/create-journeys) can start from **event triggers** (e.g. a purchase or custom event) or from **audience membership**, depending on how you configure entry conditions. They send:

* **Email** — campaigns from your templates.
* **Push** — mobile notifications (requires a registered device token).
* **WhatsApp** — approved template messages.
* **In-app** — messages shown inside your app.

Steps can wait for a delay or condition (e.g. cart abandoned for 1 hour) before sending. Time-based transitions run on a schedule even when no new event arrives.

<Note>
  **Journeys vs one-shot campaigns:** Journeys are multi-step automations tied to events or audiences. One-shot audience sends (batch email, push, or WhatsApp to a segment) are a separate flow in marketing automation.
</Note>

## Push devices

Push delivery requires a device token from your mobile app. Register it via the [customer devices endpoint](/api-reference/customers/\[id]/devices/patch). When a customer enters an audience with push consent, their token can be subscribed to that audience’s notification topic.

## Connected destinations

When you [set up integrations](/guides/CDP/integrations), audience and event data can sync to:

| Destination type | Common use                                               |
| ---------------- | -------------------------------------------------------- |
| Ad platforms     | Meta, Google, TikTok remarketing and conversion tracking |
| Engagement CRM   | Braze and similar customer engagement tools              |
| Your stack       | Webhooks, Amazon S3, analytics exports                   |

Audience sync can send a **full list** after recalculation or **incremental adds and removes** between runs. Event and customer profile changes can sync in near real time when destinations support it.

Sync respects the customer’s **consent preferences** where you collect them (see [Privacy & consent](/resources/data-architecture/privacy)).

## Related guides

* [Create audiences](/guides/create-audiences)
* [CDP integrations](/guides/CDP/integrations)
* [Marketing automation](/guides/marketing-automations)

[← Back to overview](/resources/data-architecture)