# Aura: Define who matters.

Aura turns an opportunity into an audience you can review: inclusion criteria, exclusions, eligibility and the reason each person belongs. Observed behavior stays separate from interpretation and unknowns.

## What Aura can do.

- **Build audiences from behavior.:** First-party data, behavior and context tied to the decision.
- **Define eligibility and exclusions.:** Supported identity links, channel permissions and suppression rules.
- **Version the audience.:** Revise the definition as behavior and results change.

## Try Aura in a simulation.

### Who should we reach next?

Start with the people behind the next decision: inspect behavior, value, intent and affinities in a shared context. This profile can change as evidence changes.

### Why is this audience changing?

The pattern shows more exploration across style and movement. Test the underlying motivation before broadening the audience.

### Show the evidence behind the profile

The profile has source lineage, a time window and unknowns. Eligibility and consent remain attached.

### Build an audience from GA4 and first-party data.

Combine eligible behavior with first-party context. The definition, exclusions and refresh rules remain attached to the audience.

### How does identity resolution work here?

Identity links let eligible records share context. Deterministic matches, consent and unresolved records remain distinguishable.

### Where can we activate this audience?

The audience strategy can travel across channels. Actual activation depends on each platform’s supported methods, permissions and eligibility.

### Find the audience behind this occasion.

This is a behavioral hypothesis with context, eligibility and exclusions. Validate it with evidence and response.

## One example, five stages.

A retailer asks why repeat purchases fell in the North region. The same question, region and period travel through every stage. Illustrative workflow; the numbers are not client results.

- **Understand · Nexus:** Repeat purchases fell 11.8%, concentrated among customers whose last order was 35–60 days ago.
- **Define · Aura:** 42,380 customers match. Prioritize frequent buyers with no purchase in 45+ days.
- **Create · Prism:** Three retention concepts from your brand rules and product catalog.
- **Activate · Radian:** Meta customer audience, push and email. 80% test, 20% holdout. Ready for review.
- **Learn · shared system:** Illustrative result: 7.4% relative lift in repurchase rate versus holdout. Back to Understand.

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Source: https://randomtruffle.com/agents/aura