AudienceView How-To Guide: Understanding the Profiler

Transcription

1 AudienceView How-To Guide: Understanding the Profiler The visualization of key estimates and trends presented in the Profiler help you to more easily mine the most important insights from the powerful analytic capabilities at the foundation of AudienceView. From the home page of AudienceView, you will see the layout of the AV Profiler page. You will be able to run this report on either a website, website Portfolio, or a pre-created segment. 1. To begin, start by typing either the desired URL, name of the website portfolio, or name of the segment. As you type, matching results will populate in the field. Select the desired website, website portfolio, or segment from the drop-down. 2. Once you make your selection, click on the Run Report button. Please note that the metrics provided will vary depending on whether you are looking at a website/portfolio versus a pre-created audience segment. At the top of the page, you are provided with the URL/Portfolio that you are viewing, the report period of four-weeks, as well as the week end date. Analyze Digital Performance Tab for Website/Website Portfolio: The first tab of the Profiler report will analyze key performance metrics and digital benchmarking results for this four-week report period. You can click on any of the metrics within this tab to click-through to the relevant Digital Behavior Report to explore the data more in depth. The top tabs of the page will show you the website/website portfolio s Total Visit ranking results overall, in the parent industry, and in the sub-industry. For each of these results, you can also hover next to the rank number to view the position change from the previous four-week report period. Note that this tab will not be included if you are looking at the results of a website portfolio.

2 Below are the key digital performance metrics included in the Analyze Digital Performance tab. Each of these metrics will be charted week by week (for the past four-week period) on the chart to the right. You can choose the metric to be charted by clicking directly on it. You can also download the chart by clicking on the three horizontal lines on the top right of the chart. Total Visits: Total visits sum for the four-week report period. Note that summing the total visits for each week in the trend will equal the total visits for all 4 weeks in the report period. Visits Share: Percentage of visits among all websites measured for the four-week report period. Search Share: Percentage of search clicks among all websites measured received by website/portfolio for the four-week report period. Organic Share: Percentage of organic clicks among all websites measured received by the website/portfolio in the four-week report period. Paid Share: Percentage of paid clicks among all websites measured received by the website/portfolio in the four-week report period. Unique Users: Estimated unique users (number of people) visiting the website/portfolio for the four-week report period. The trend chart shows the number of unique users per week for each week in report period. Note that Unique Users for the sum of each individual week will be larger than Unique Users for the total 4 weeks. Keep in mind that the same person may visit the site in multiple weeks. Reach: % of the total online population reached by the site/portfolio for the total four-week report period. The trend chart shows the reach percentage week by week. Note that reach for the total four weeks will often be very different than the reach for any one individual week. These differences depend upon the total UU across all sites estimated for the individual time-period. Average Visits Per Unique User: Number of times on average each user visited the website/portfolio in the four-week report period. The trend chart shows the average visits per user for each week in the report period. Note: Average Visits per User for the total 4 weeks will often be very different than any one individual week. These differences will depend upon the Total Visits and Unique User estimates for each individual time-period. Keep in mind that this measure is calculated by dividing TV by UU and that Unique Users is unique, meaning different people. There are fewer Unique Users across a 4-week period than the sum of all individual 4 weeks. The Average Visits per Unique User for a 4-week period will generally be larger than for a 1-week period.

3 The Paid vs. Organic Rate chart shows the percentage of search driven traffic to the website/portfolio in the four-week report period visualized in a pie chart. Paid Rate: % of paid clicks to the website/portfolio for the four-week report period. Organic Rate: % of organic clicks to a website/portfolio for the four-week report period. The Desktop vs. Mobile Rate chart shows the percentage of total visits to the queried website that were either from a desktop or mobile device. Analyze Digital Performance Tab for a Segment: Within the Segment Digital Performance tab, the industry analysis card provides a quick snapshot of the top Industries and Sub-Industries that the segment visits most frequently and most over-indexes for, as well as the Unique Users for the Target Audience. When looking at the Unique Users tab, you will see the following metrics:

4 Highest Index: Using the example above, the Unique User in the Target Audience is 13% more likely than the Online US Population to visit the Music Industry in the reporting period and 39% more likely to visit the Sports: Skateboarding and In-line Skating sub-industry. Largest Projected: The unique user in the segment had 31,295,039 Unique Users from websites visited within the Computers and Internet Industry in the four-week report period. 29,624,199 Unique Users within the audience visited the Computers and Internet-Search Engines Sub- Industry. Highest Index and Largest Projected: Defined as the Industry and Sub-Industry with the largest projected visits among those Industries/Sub-Industries that have an index greater than or equal to 114. You can also look at this card based on Total Visits which will display the following metrics: Highest Index: Based on Total Visits, the Segment is 8% more likely than the Online US Population to visit the Education Industry in the four-week report period and 67% more likely to visit the Gambling-Bingo Sub-Industry. Largest Projected: The Segment visited websites within the Computers and Internet Industry 9,252,783,501 times and the Computers and Internet Search Engines Sub-Industry 4,417,264,372 times in the four-week report period. Highest Index and Largest Projected: Defined as the Industry and Sub-Industry with the largest projected visits among those Industries/Sub-Industries that have an index greater than or equal to 114.

5 You can also view the key digital performance metrics included for a Segment. Note that each of these metrics can be charted week by week (for the past four weeks) on the chart to the right. You can choose the metric to be charted by clicking directly on it. You can also download the chart by clicking on the three horizontal lines on the top right of the chart Total Visits: Total visits by the Segment for the four-week report period. Note that summing the total visits for each week in the trend will equal the total visits for all 4 weeks in the report period. Visits Share: Percentage of visits by the Segment among all websites measured for the fourweek report period. Search Share: Percentage of search clicks by the Segment among all websites measured for the four-week report period. Organic Share: Percentage of organic clicks by the Segment among all websites measured for the four-week report period. Paid Share: Percentage of paid clicks by the Segment among all websites measured for the four-week report period. Unique Users: Estimated unique users (number of people) visiting any measured website for the four-week report period. The trend chart shows the number of unique users per week for each week in report period. Note that Unique Users for the sum of each individual week will be larger than Unique Users for the total 4 weeks. Keep in mind that the same person may visit a website site in multiple weeks. Reach: % of the total online population reached by the site/portfolio for the total four-week report period. The trend chart shows the reach percentage week by week. Note that reach for the total four weeks will often be very different than the reach for any one individual week. These differences depend upon the total UU across all sites estimated for the individual timeperiod. Average Visits Per Unique User: Number of times on average each user in the Segment visited a measured website in the four-week report period. The trend chart shows the average visits per user for each week in the report period. Note, Average Visits per User for the total 4 weeks will often be very different than any one individual week. These differences will depend upon the Total Visits and Unique User estimates for each individual time-period. Keep in mind that this measure is calculated by dividing TV by UU and that Unique Users is unique, meaning different people. There are fewer Unique Users across a 4-week period than the sum of all individual 4 weeks. The Average Visits per UNIQUE User for a 4-week period will generally be larger than for a 1-week period.

6 The Paid vs. Organic Rate chart shows the percentage of search driven traffic by the Segment to the any measured website in the four-week report period visualized in a pie chart. Paid Rate: % of paid clicks by the Segment to any measured website for the four-week report period. Organic Rate: % of organic clicks by the Segment to any measured website for the four-week report period. The Desktop vs. Mobile Rate card shows the percentage of total visits to all websites that came from desktop or mobile:

7 Develop a Competitive Plan tab for a Website/Website Portfolio: The next tab available is Develop a Competitive Plan. Note that this tab is only available when looking at a Website/Website Portfolio. You will not be able to view this tab if you are running a Profiler report on a Segment. The benchmarking trend report for a website shows charted key metrics for the queried website, as well as the closest 8 competitive websites (via rank) in the industry/sub-industry selected. You can also click on any of the metrics to chart this week by week in the trending chart to the right. Note that if you are running this report for a Website Portfolio the only competitive websites shown will be those set up in the Website Portfolio. These metrics include: Total Visits: Total visits to each website in the competitive set for each week in the four-week report period. Visits Share: The percentage of traffic each site receives out of all sites within the industry/sub-industry selected (for a website query) and within the designated competitive set (for a website portfolio query) for each week in the four-week report period. Unique Users: Estimated unique users (number of people) visiting each website in the competitive set for each week in the four-week report period. Reach: % of the total online population reached by each of the websites within the competitive set for each week within the four-week report period. Average Visits per User: Number of times on average the unique user visited each website in the competitive set for each week within the four-week report period. You can also look at these metrics for the total four-week period for 50 of the closest Competitive Websites or the Top 10 Industry Competitors. In cases where the queried site is a mid-tier or lower-tier site in rankings, this Top 10 Industry Competitors table enables you to compare the queried site to top sites in the industry/sub-industry.

8 These numbers will differ than the trending metrics you see in the chart because they are a total of the four-weeks combined as opposed to week by week. You can chart up to 9 websites at once in the trending chart, so you can un-check and check the boxes next to each website listed to update the trending chart with desired competitive websites. Note that if you are looking at a Website Portfolio, you will only see the websites set up in the Website Portfolio, as opposed to the Top 50 Competitive Websites. Profile Your Audience Tab: You will be able to view the Profile Your Audience tab for a Website, Website Portfolio, and Segment. The Profile Your Audience tab will give quick insight on your audience in one simple click by highlighting its key demographic characteristics. 3. The Profile Snapshot Report includes a total of eleven cards providing high level profile behaviors through formatted reports. The cards include: General Demographics Age Gender Mosaic Race Education Household Income Ethnicity Hispanic Profile Hispanic Attitudes Interest Segments General Demographics: The General Demographics card will display the following metrics: Married: The % and Index of the audience that is currently married Employed: The % and Index of the audience that is currently employed Children: The % and Index of the audience that have children in the household Homeowners: The % and Index of the audience that are homeowners Primary Shopper: The % and Index of the primary shopper of the household s gender Political Outlook: The % and Index of the audience that identifies as middle of the road in political views

9 You can click on each metric individually to see the multiple variations of the category highlighted for the Website/Website Portfolio Visitor or Segment. For example, if you click on the Married icon, the chart below will be updated to view each option within the marital status category. You can also click the Graph By button on the top right to customize what metrics you will see throughout the report. Within the Age card, you will be able to view the largest, most over-indexed, and most underindexed age bracket groups for the audience. You can also view the breakout for each age group for estimated population size, percentage and index. The Gender card will show the percentage, index, and estimated population of your audience that is male or female. You can also view the estimated population/percentage/index breakout of gender by age on the chart to the left.

10 The Mosaic card provides insights into the psychographic and lifestyle attributes of your audience for maximizing the effectiveness of your marketing campaigns, media plans and affiliate partnerships. Mosaic takes different lifestyle and psychographic attributes of households and groups them together into 19 different groups and 71 different types. You can view the largest group size, most over-indexed, and most under-indexed Mosaic groups and types. You can click through the bars to go to the Mosaic Interactive Guide, which will provide you on more insight into each Mosaic Group/Type. The Race card provides the largest group size, most over-indexed, and most under-indexed race of your audience. You can also view the projected population size, percentage of your audience that identifies fits into each category, and index of each race in the chart to the right. The Education card provides the largest group size, most over-indexed, and most under-indexed education level of your audience. If you hover over the bar graph, you will be able to view the projected population size, percentage of your audience in that category, and the index of each education group.

11 The Household Income card provides the largest group size, most over-indexed, and most underindexed household income bracket of your audience. If you hover over the bar graph, you will be able to view the estimated population size, percentage of your audience that fits into each household income bracket, as well as the index of your audience fitting in each bracket. The Ethnicity card will provide insight into the Hispanic vs Non-Hispanic breakout of your audience. You can see the estimated population size and percentage of your audience that identifies as either Hispanic or Non-Hispanic. You can also view the index of each ethnicity. The Hispanic Profile uses a base audience of the online Hispanic adult US population. There is a chart for generation breakdown and language. The generation breakdown chart will show the estimated population size, percentage, and index that the Hispanic population within your audience falls into. The language chart allows you to choose your category in the drop-down list. You have the options to see the language preference of the Hispanics within your audience by spoken in home and outside the home, and preferred language when speaking, reading, watching television, listening to the radio, or when online. The language definitions are as follows: Spanish-dominant: Only Spanish OR Mostly Spanish but Some English English-dominant: Only English OR Mostly English but Some Spanish Other: Mostly Some Other Language

12 The Hispanic Attitudes card will break down the lifestyle/attitudes/opinion statements for the Cultural/Lifestyle and Language/Media categories. Each tab will provide you with a list of several statements and the ability to choose the sentiment, defaulted to Agree a Lot, allowing you to see the projected population, percentage of your Hispanic audience, and index that matches the sentiment of each statement. You can also sort each tab by clicking on the header of the column. The Interest Segment card provides a breakdown of pre-created segmentation definitions. Within each category, you will be able to view the mutually exclusives segments that your audience falls into. Each segment will provide you with the projected population size of your audience, the percentage of your audience that fits into that segment, as well as the index.

13 Reach Your Target Audience Tab - Website The Reach Your Target Audience tab shows you where the Unique User is coming from and going to one click before and after the selected website or website portfolio in the four-week report period. This can help you understand where you can reach your target audience, or which websites competitors are working with to successfully drive traffic to their site. The Summary tab will break out the top 10 most visited websites one-click before and one-click after the selected website or website portfolio in the four-week report period. Note you also can choose different industries (next to Summary tab) to see the top websites visited before and after the selected website/website portfolio for each specified industry. Using the example above, we can see that the top website (in all industries) that the Unique User visited one-click before was followed by new sessions. A new session refers to when a user did not visit any website beforehand, but went straight to when they opened a new browser session. If you just wanted to view which Social Networking sites were visited most one-click before you could choose the Social Networking button at the top.

14 Using the example above, we can see that the top Social Networking websites visited one-click before during the four-week report period were Facebook and YouTube. The top Social Networking websites visited one-click after in the four-week report period were also Facebook and YouTube. Underneath the Top 10 Chart, you can view the Top 50 Websites visited one-click before and one-click after the selected website or website portfolio. Each website will break out the Traffic Occurrences and Unique Users for the before or after activity. Traffic Occurrences: The total number of occurrences that the website was visited one-click before (or after depending on which activity category you are viewing) the Subject: Website or Website Portfolio. Unique Users: The number of Unique Users (number of people) that visited the website one-click before (or after depending on which activity category you are viewing) the Subject: Website or Website Portfolio. You can chart up to ten activity websites in the chart above by un-checking and checking the desired websites. If you select a specific industry, then the Top 50 Before and After Websites will be filtered to that selected industry.

15 Reach Your Target Audience Tab Website Portfolio/Segment The Reach Your Target Audience tab for a Website Portfolio / Segment query shows within industries that are more prone to support ads those websites that the queried audience is more likely to be found. This can help you understand where display advertising will likely have the most success in reaching and engaging your target audience. The Summary tab will break out the top 10 websites your target audience is most likely to visit (ranked by Index in relation to the Online Population). You also can choose different industries (next to Summary tab) to see the top websites within a specified industry. Note: The initial reporting logic behind this card finds the top indexing sites in each industry made available in the report future releases will have new rules incremented to the logic to help users surfacing insights using a combination of volume of users and propensity (index). The Reach Your Target Audience report tab also reveals the best ready-to-activate audiences to focus on in your addressable advertising efforts. In this release of AudienceView, the Top Addressable Audiences card will provide estimates for Mosaic Groups and Types.