# Can brands use their own proprietary audience segments in planning tools?

<p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">Many brands have internal audience frameworks based on CRM, research or strategic segmentation. Planning tools increasingly need to accommodate client defined audience logic so insights and media decisions align with how the organisation already thinks about consumers.</p>

##### Post Metadata
- Posted at: 6 months ago
- Net upvotes: 1


## Comments
### Comment 1

Yes, many brands have proprietary audience definitions that sit alongside syndicated media surveys, often shaped by internal research, CRM strategy or long-term segmentation work. Planning tools are increasingly expected to accommodate these client-defined audience structures so media decisions align with how the organisation already thinks about its consumers, not only how standard survey segments are packaged.

In practice, this means being able to reflect a brand’s proprietary audience logic within the same environment used to analyse and plan against established media survey data and allowing teams to evaluate reach, channel mix and scenario outcomes using strategic segments that are specific to the brand.

TelmarHelixa supports this through custom audience builds, enabling proprietary audience frameworks to be incorporated into audience insight and cross-media planning workflows across subscribed media surveys.

##### Comment Metadata
- Posted at: 6 months ago
- Author title: Strategic Product Marketing Leader | Ad-Tech, Audience Intelligence &amp;amp; GTM Strategy | Fluent in Ideas &amp;amp; Execution




## Related Product
[TelmarHelixa](https://www.g2.com/products/telmarhelixa/reviews)

## Related Category
[Audience Intelligence Platforms](https://www.g2.com/categories/audience-intelligence-platforms)

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