Updated: November 1, 2016

Applies To: Dynamics Marketing


Microsoft Dynamics Marketing is scheduled to be retired on May 15, 2018. After that date the service will no longer be available. Please plan accordingly. For details, see the customer FAQ. You can also read the blog post Microsoft Dynamics Marketing service will be discontinued, and learn what’s coming next.

Microsoft Dynamics Marketing lets users create and use demographic segmentation to build media plans and buy and analyze advertising effectiveness.

Use the Demographics settings to establish a collection of demographic segments that match your marketing strategy. Each record you create here should represent a distinct target market, such as “Females 25 to 34”. When you have the segments set up, you’ll be able to link to them from other types of media-related records in Dynamics Marketing, like rate cards, media outlets, media plans, and media assets.


It’s a common industry practice to refer to demographic segments as “demos” or “demographics”—and in some cases to use all of these terms interchangeably (also in the singular form, with “demo”, “demographic”, and “demographic segment”). You’ll see all of these terms in the Dynamics Marketing interface in various places, especially the short forms “demo” and “demos”. You should consider all of them as referring to the same concept of demographic segments.

To work with demographics, you need Edit/View Media Demo privileges. More information: Work with user accounts and staff contacts.

To work with demographics, go to Assets & Media > Media Planning > Demographics. This brings you to the Demos list page, which provides many of the standard controls for searching, sorting, filtering, adding, removing, and viewing items in the list, plus other common features. For details about how to use these common controls, see Learn how to work and get around in Microsoft Dynamics Marketing.

Whenever you create or edit a demographic, the settings described in the following table are provided.




Select this check box to activate the current record; clear it to deactivate the record. Active records are always shown on the list page and are also available for use in other parts of Dynamics Marketing. Inactive records are usually hidden in the list view and aren’t available elsewhere. When you delete a record on the list page, it’s not actually deleted, just set to inactive. On the list page, you can toggle to show or hide inactive records in the list.


Specifies the demographic type. All new demographic records that you create must have a type of “Standard”.

A collection of pre-existing records of type “Nielsen Domestic” and “Nielsen International” are also available if you prefer to align your demographics with one of those systems, or to create custom segments that combine two or more segments defined by those systems. You can’t change the Type setting for these types of records. .


Enter a short but descriptive name. This value will identify the current record in list views, type-ahead fields, drop-down lists, and other areas of Dynamics Marketing. Choose a value that you and all other users are likely to recognize in the future. Typically you should use a name that explicitly identifies the primary characteristics of the segment, such as “Males 25 to 34”.


Enter a description that can help you and other users remember what this record is for and how it should be used.

Demo Segments

For records where the Type is set to “Nielsen Domestic” or “Nielsen International”, the Demographic Segment maintenance page includes a collection of check boxes that indicate the standard segments associated with one of those services. Use these check boxes to define a new, custom demographic segment that is made up of a collection of these standard segments. Or just leave the check boxes as delivered to keep a set of segments that match those of Nielsen 1:1.

Microsoft Dynamics Marketing represents that data obtained through the Media service is sourced from third parties with whom you have separate agreements that enable the submission of this data. Microsoft Dynamics Marketing does not guarantee that the data is accurate or free from errors. As a condition of this service, Microsoft Dynamics Marketing has obtained consent from you to share certain contact information with the third-party providers.

Please note the Microsoft Dynamics Marketing Services may include links to third-party services, like Facebook or Twitter, or Microsoft products or services, like Microsoft Dynamics 365, whose privacy practices may differ from the Microsoft Dynamics Marketing Services. Your use of such services, and any information you provide to a third party, is governed by their privacy statements. We encourage you to review these other privacy statements.