According to a theoretical definition, Audience Management is a typical process of sourcing, managing, defining, analyzing and activating customer data for cross-channel campaigns. 

And as a result, you get to reach your right target audience with the relevant message at real time and on the right channel. Thus, optimizing both the campaign outcomes and operational efficiencies. 

Reaching a situation where a brand is able to leverage data & technology to run orchestrated campaigns across the channels and devices is still an aspiration for many marketers today. This is why audience management comes into the picture!