You can use audience in many ways. One of them is to segment customers/users based on their interests. 

Navigate to omniCustomers \ Audiences to manage customer/user audiences and its members. Choose Customer to manage customer audiences and choose User Audience to manage user audiences.

Note: If Customer is connected to the user profile, updating Customer audience selection automatically update user audience selection. The same if you update User which is connected to the Customer, the Customer audiences selection will be update when you update User selection.