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Seed audience
The starting group of known good customers you show a model so it can go find more people like them.
Example
Your top 5,000 highest-spending customers, fed into a lookalike model as the template for 'good customer' before it scores anyone else.
Why marketers care
The lookalike audience it produces is only as good as this seed — a messy or too-small seed produces an unreliable lookalike, no matter how sophisticated the modelling.