During the mapping process, which choice focuses on user engagement as part of audience data?

The choice that focuses on user engagement as part of audience data is segment memberships. Segment memberships refer to the categorization of users into different groups based on their behaviors, preferences, and interactions with the brand. This segmentation is key to understanding how engaged users are with the brand and its offerings, as it allows marketers to tailor communications and experiences based on specific user characteristics and interaction patterns.

Segment memberships shed light on how different audiences are engaging with the brand, enabling targeted messaging and personalized experiences that can drive further engagement. By analyzing segment memberships, businesses can identify which groups are more engaged and which may require additional attention or tailored strategies to deepen their engagement. Such insights are vital for effective marketing strategies and maximizing the impact of customer interactions.