Entrepreneurship & Business The approach matches customers using business signals such as purchases, visits and engagement, then searches for similar profiles. A Walmart Global Tech paper presents a system for expanding marketing audiences in the United States, not a method for winning a first customer. Treat audience expansion as a later-stage tool Separate finding your first customer from finding more people like customers you already know. The research describes a system designed to expand the targeted audience of marketing campaigns, and says it can handle hundreds of millions of customers. That is evidence for a large-scale audience-expansion use: identifying people similar to customers of interest.