{"componentChunkName":"component---src-templates-markdown-template-jsx","path":"/guides/customer-360/household-reach/","result":{"data":{"pageMetadata":{"title":"Household Reach","path":"/guides/customer-360/household-reach/","sourceCode":null,"metadataParent":{"title":"Customer 360","path":"/guides/customer-360/","sourceCode":null,"hasVersionPicker":null,"metadataChildren":[{"title":"Overview","path":"/guides/customer-360/overview/","order":1,"label":null},{"title":"User Profiles","path":"/guides/customer-360/profiles/","order":2,"label":null},{"title":"Household Reach","path":"/guides/customer-360/household-reach/","order":3,"label":null},{"title":"Group Identity","path":"/guides/customer-360/group-identity/","order":4,"label":null},{"title":"Calculated Attributes","path":"/guides/customer-360/calculated-attributes/","order":5,"label":null},{"title":"Predictions","path":"/guides/customer-360/predictions/","order":6,"label":null},{"title":"Identity","path":"/guides/customer-360/identity/","order":7,"label":null}],"metadataParent":{"title":"Guides","path":"/guides/","metadataChildren":[{"title":"Customer 360","path":"/guides/customer-360/","order":1,"label":null},{"title":"Getting Started","path":"/guides/getting-started/","order":1,"label":null},{"title":"Platform Guide","path":"/guides/platform-guide/","order":2,"label":null},{"title":"IDSync","path":"/guides/idsync/","order":4,"label":null},{"title":"Segmentation","path":"/guides/segmentation/","order":4,"label":null},{"title":"Analytics","path":"/guides/analytics/","order":7,"label":null},{"title":"Warehouse Sync","path":"/guides/data-warehouse-sync/","order":7,"label":null},{"title":"Data Privacy Controls","path":"/guides/data-privacy-controls/","order":8,"label":null},{"title":"Data Subject Requests","path":"/guides/data-subject-requests/","order":9,"label":null},{"title":"Default Service Limits","path":"/guides/default-service-limits/","order":10,"label":null},{"title":"Feeds","path":"/guides/feeds/","order":11,"label":null},{"title":"Cross-Account Audience Sharing","path":"/guides/cross-account-audience-sharing/","order":12,"label":null},{"title":"Import Data with CSV Files","path":"/guides/csv/","order":13,"label":null},{"title":"Glossary","path":"/guides/glossary/","order":14,"label":null},{"title":"Video Index","path":"/guides/video-index/","order":15,"label":null},{"title":"Analytics (Deprecated)","path":"/guides/analytics-deprecated/","order":16,"label":null},{"title":"Composable Audiences","path":"/guides/composable-audiences/","order":null,"label":null}],"metadataParent":null}}},"markdownRemark":{"html":"\n\n

Household Reach expands an audience to include people who belong to the same household as your qualifying users. You define what “same household” means by either having mParticle figure it out automatically using an automated household definition, or specifying a shared household identifying attribute yourself in a manual household definition (manual household definitions work the same way as the former Group Identity feature.)

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Use Household Reach when you want to:

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\n \n \n \n \n \n \n \n How Household Reach works

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When you create an audience with Household Reach enabled, mParticle includes both the users who directly qualify and the other members of their households in delivery to connected outputs.

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Household membership is based on a household definition that tells mParticle how to group users together. You can create either automated or manual household definitions:

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Both types support household attributes, which are user attributes that are inherited and shared across all members of a household, based on an aggregation of each member’s individual values. Household attributes are visible on individual user profiles.

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\n \n \n \n \n \n \n \n Use cases

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\n \n \n \n \n \n \n \n Loyalty reach expansion

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A retailer targets households where at least one member is enrolled in their loyalty program. With Household Reach, the subscriber’s household members are automatically included, reaching the full household from a single qualifying profile.

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\n \n \n \n \n \n \n \n Shared subscription cross-sell

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A streaming service targets active premium subscribers and uses Household Reach to reach everyone else in their household via paid social, on the assumption that the subscription is shared.

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\n \n \n \n \n \n \n \n Suppression for compliance

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A financial services brand needs to suppress not just the user who opted out, but their entire household. Referencing the household definition ensures all related profiles are excluded from delivery.

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\n \n \n \n \n \n \n \n Early Access limitations

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\n \n \n \n \n \n \n \n Using Household Reach

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\n \n \n \n \n \n \n \n Step 1. Create a household definition

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Before enabling Household Reach for an audience, you must create a household definition.

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\n \n \n \n \n \n \n \n Create an automated household definition

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  1. Go to Customer 360 > Household Reach in the left-hand navigation.
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  2. Click Create Household.
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  3. In the Select householding type modal, select Automatic and click Next.
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mParticle begins forming households automatically. Wait for the initial sync to complete before creating an audience that uses this household.

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mParticle uses a third-party data provider to establish household relationships for automated households. No PII from the third-party provider is written to or persisted on user profiles.

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\n \n \n \n \n \n \n \n Create a manual household definition

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  1. Go to Customer 360 > Household Reach in the left hand navigation.
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  2. Click Create Household.
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  3. In the Select householding type modal, select Manual and click Next.
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  4. Use the dropdown to select the user attribute that will serve as the household identifier, then click Next.
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  5. Enter a name for your household definition. This is how it will appear when you enable Household Reach in the Audience Builder.
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  6. Optionally, enter a household description. For example: “Users who share the same account ID”.
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  7. Click Create Household.
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mParticle groups profiles that share the same value for your chosen attribute into households on a recurring daily schedule.

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\n \n \n \n \n \n \n \n Household identifier requirements

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The attribute you choose as the household identifier must meet the following:

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\n \n \n \n \n \n \n \n Step 2. Add household attributes (optional)

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Household attributes are user attributes shared across all members of a household. When the grouping job runs, mParticle calculates a value for each attribute across all members and writes it back to every profile in the household.

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To add household attributes to your definition:

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  1. Open your household definition from Customer 360 > Household Reach.
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  2. In the Household Attributes section, click Select Attributes.
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    For each attribute you want to add:

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  4. Click Save.
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You can add up to 10 household attributes per definition. Attributes are aggregated and written to all household members on the next sync.

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\n \n \n \n \n \n \n \n Aggregation logic

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Aggregation typeSupported data typeHow it works
boolean orBooleanSet to true if any member has the attribute set to true.
latestBoolean, string, number, integerSet to the most recently updated value across all members.
sumNon-negative number or integerSet to the sum of all members’ values.
averageNon-negative number or integerSet to the average of all members’ values.
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Boolean or aggregation example:\nA household has a boolean or attribute called has_premium. If any one member has has_premium = true, all other members receive has_premium = true on the next sync.

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Latest aggregation example:\nA household has a latest attribute called street_address set to 123 Main St. When a new member joins the household, they inherit street_address: 123 Main St on the next sync.

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\n \n \n \n \n \n \n \n Household attribute display on profiles

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When viewing a user profile, household attributes are distinguishable from regular user attributes by a prefix equal to the household identifier name. For example, if your household identifier is household_id and you have a household attribute called premium_subscriber, it will appear on profiles as household_id:premium_subscriber.

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This means a user can have {your-household-name}:premium_subscriber = true (meaning someone else in their household is a premium subscriber) even if their own premium_subscriber attribute is not set.

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\n \n \n \n \n \n \n \n Step 3: Create a new audience with Household Reach

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  1. Go to Segmentation > Audiences using the left-hand navigation.
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  2. Click Create Audience.
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  3. Enter an audience name and configure your environment and refresh frequency settings.
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  4. Click the + button to open the criteria menu, then select Household Reach.
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  5. In the Household Reach block, check Enable Household Reach.
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  6. Click Done.
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  7. Continue adding any additional audience criteria, following the instructions in Create an Audience.
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  8. Click Save Audience.
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\n \n \n \n \n \n \n \n Verify your household

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To confirm that a household definition is working:

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  1. Go to Customer 360 > User Profiles and open a profile you expect to belong to a household.
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  2. Under Profile Enrichment > Household Membership, confirm that the household identifier (for example, $automatic_household) and any configured household attributes appear on the profile.
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  3. After the next daily sync (up to 24 hours), check delivery counts in your destination platform. Household-expanded delivery should exceed your direct audience size.
    4. \n
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