Audience Insights answer key questions about the audiences that see and respond to your marketing messages. Audience Insights help you define and discover the key demographic, financial, and behavioral attributes of your customers and prospects. Interested in finding out the buying habits of your most loyal customers? Need to build a demographic and financial profile of visitors to your homepage? Need some good-looking eye candy for an upcoming management meeting? Audience Insights are here to help!
All Audience Insights are configured either through the Audience Insights Wizard or the Options Pane for each individual Insight.
The Wizard is a one-stop custom report creation tool for Audience Insights. It enables users to generate a report based on answers to a series of straightforward questions. The Wizard is designed to help users more effectively choose from among all the options and metrics of the Audience Insights reports. The Wizard greatly simplifies the process of creating audience insights and helps users quickly generate reports that best fit their needs. Users are free to use the Wizard or, alternatively, navigate directly to any of the Profile, Discover, or Compare reports in the left panel.
The Insights Wizard is the first screen displayed when Audience Insights is opened. It can also be accessed by clicking the Insights Wizard button in the upper left of any Audience Insights screen. To start using the Audience builder, simply start answering the prompts and let the Wizard build the report for you.
Start Your Wizarding Journey
Choose one of these boxes to begin using the Audience Insights Wizard:
Click the Activity box if you have deployed Activity tags and want to learn more about the users taking those activities. The resulting insights will suggest demographic profiles and key attributes to consider as you launch marketing campaigns on Site and Media.
Click the Audience box if you have configured custom Audiences and want to gain insight into how those audiences are structured. The resulting report will provide insights about that audience, based on selections you make in later screens.
Click the Media Campaign box if you are managing or tracking media in the platform and want to learn more about the audiences you are reaching and the audiences that are responding.
Click the Site Page box if you use the platform to optimize your website and want to gain insight into users visiting and responding to your website pages.
Select an Activity/Audience/Campaign/Page
The next step in the Insights Wizard process is the selection of a specific entity to analyze. Depending on your previous selection, you will be prompted to select either an activity, an audience, a media campaign, or a site page.
Activity - Select an individual Link or an aggregate of All Activities from the dropdown. Activities are sorted into Current and Past based on their status.
Audience - Select an Audience from the dropdown. Avails are provided to make it easier to find audiences with enough data to analyze and are based on a daily historical average.
Media Campaign - Select a specific Media Campaign to report on from the dropdown. Campaigns are sorted into these groups: Live, Paused, Cancelled, and Completed.
Site Page - Select a specific Site page to report on from the dropdown. Site pages are sorted into these groups: Live, Paused, Cancelled, and Completed.
Select Metrics To Report On
If you've chosen to report on a media or site campaign, you'll need to determine the types of metrics you want the report to return.
Analyze users who were reached by a media message and visited a site page regardless of what action they took later.
Analyze users responding to a media or site message, visited a site page, and then took a specific action.
If you've selected Activity, Audience, Media Composition, or Site Composition reports, you'll need to select a comparison population. A comparison population determines the scope of your analysis.
Select the appropriate country for your comparison population
Origin platform Population
Compare the data against an average of all Internet users. Most analyses should use this option.
Compare the data against your site visitors, including customers and prospects. This will be most useful for advertisers looking to discover key differences between existing customers.
Select Output Type
The Insights Wizard can return either a high-level profile or specific high-performing attributes.
Select First-Party Attributes
If you select "First Party", then you'll need to select specific first-party attributes to report on. You can select up to ten First Party Attributes to include in your analysis. All active attributes are included, and avails are provided, based on a daily average of uniques over the past week.
The paths to the Attributes are also provided, for example, Executive Club Level>>Intender.
When you select the attributes and click the Run Report button, the Profile First Party report appears.
Select Sorting Metric
Choose one of these boxes to select the type of attribute you want to analyze:
For a report on the best performing Attributes or those that have the highest score for the analysis you've configured.
For a report on Attributes that scale the best on the Zeta Network or on owned media.
Click a box and your custom Discover Attributes Report appears.
The Options pane is where more experienced users should go to configure and adjust reports. It can be accessed by clicking thetab in the upper right corner of the page.
To configure reports in the options pane, select the report type you are looking to generate, and select your configuration options to generate your insight. The sentence-based structure of the options pane makes it easy to keep track of what your results will mean.
More details about each configuration option are given below.
The option selectors are designed to form a sentence as you are selecting options. For example, this user is creating a report to: Analyze users Taking An Activity for the All activities and comparing it to the internet population.
Options Pane Settings
Customize the report by clicking the Options button in the upper right-hand corner.
This dropdown allows you to select the specific entity you want information on for this report. Depending on your Report Type selection, you will be prompted to select either an activity, an audience, a media campaign, or a site page.
compared to the
in these environments
Select to count specific activities in the dropdown or all activities that are responding to a media or site message. Available for Responding to Media and Responding to a Page reports only
Filter by specific tactics or publishers, as determined by the Category selection in the Media Details tab. Available for Reached by Media and Responding to Media reports only.
Determines which attributes are pulled for a given report, allowing you to focus on better performing or higher scale attributes.
Filter by specific Data Providers. Data provides are the vendors that supply data to the platform. You can filter by a single provider or multiple providers.
Filter by specific Attribute Categories. Attribute categories describe data types (e.g. Financial vs. Demographic). Additionally, this drop-down can be used to exclude First-Party Data from analysis.
If you are running an Activity or Audience report, consider filtering out the Connection & Computer attribute category because it tends to skew results.
Report Class Selector
There are currently six classes of reports available to users. To configure which report class you are using, click the Analyze Users dropdown, and select from the Report Class options listed below.
Taking An Activity
How do users who take an action compare to the internet population or your average customer?
An activity pixel with at least 1,000 loads in the last 7 days.
In An Audience
How do your saved audiences compare to the internet population or your average customer?
A saved audience with at least 10,000 unique users.
Reached by Media
What types of users are your media campaigns reaching?
A media campaign serving impressions in the last 30 days.
Responding to Media
What types of users are responding to your media campaigns?
A media campaign with a primary conversion event serving impressions in the last 30 days.
Visiting a Page
What type of users are coming to your site pages?
A site page serving impressions in the last 30 days.
Responding to a Page
What type of users are responding to the offers on your site pages?
A site page with a primary conversion event serving impressions in the last 30 days.
Checking Search or Affiliate
What type of users are clicking my campaign's search ads?
A tracked search event.
This toggle allows you to determine if analysis will be performed against a population of general Internet users or against a population of your prospects and customers. For example, for an advertiser performing an "Activity" analysis on a conversion pixel, selecting Internet or Advertiser would have the following effect:
Internet - Analyze how customers reaching this conversion pixel are different than the average Internet user.
Advertiser - Analyze how customers reaching this conversion pixel are different than my average customer.
The majority of reports will use the "Internet" option, but for users conducting analysis on site pages or specific retargeting campaigns, it will make sense to explore the "Advertiser" option.
Time Period Selector
The time period selector determines the time frame over which your analysis will be performed. There are three options:
Weekly - Summary by week, using a week-ending Sunday convention. Available for the previous 8 weeks.
Monthly - Summary by month, available for the previous 6 months.
Last 30 Days - Summary for the last 30 days, through the previous Friday.
Types of Insights
Once you've configured your report in the Options pane, there are many outputs to start enjoying. All of these can be accessed through the left rail, which divides insights into three groups:
Profile - High-level, marketer-friendly profile of your customers and prospects.
Discover - Specific, high-indexing data attributes (both first and third party).
Compare - Comparisons between different campaigns, pages, activities, or audiences within an advertiser.
More detail on these report types and some of the specific outputs are given below. But first, if you have a moment, a brief word on Indexes.
The fundamental currency of any Audience Insight is THE INDEX. What is an index and why does it deserve to be underlined and all caps? We're glad you asked. An index is an analytic tool that helps to evaluate how well a group meets a report's criteria. Indexes are easy to read and evaluate because they are always centered around 100. A group with an index over 100 performed better than average and is said to have "over-indexed". A group with an index below 100 is said to have "under-indexed". There are only two types of indexes in the platform: a "Lookalike Index" and a "Response Index".
The lookalike index describes how much a certain attribute occurs users in a group (e.g. users reached by media) as compared to a broader control group (e.g. the US Population). The calculation for the lookalike index is a simple division. For example: if 10% of the US population is in the 18-24 age range and a campaign served 20% of its impressions to this group, then the lookalike index for 18-24 age range group is 20/10 x 100 = 200. Said another way, users reached by media were two times more likely to be in the 18-24 age range than the average US citizen.
The response index describes how well users respond to a site or media message. Again, the calculation is simple division: if Users With Children respond to a campaign at a rate of 0.008% and the average response rate for that campaign is 0.010%, the index for Users With Children can be calculated as 0.008/0.01 x 100 = 80. Put simply, parents are 20% less likely than average to respond to a campaign.
Now that we have that under our belts, let's dive into the specific reports.
Profile reports answer the following question:
For a given attribute, such as gender or age range, which groups of users index well for the analysis that I've configured.
Depending on which report class you are in, groups will be assigned a lookalike index or a response rate index.
This next part is a big technical so feel free to skip it if it makes you uncomfortable. Profile reports are unique in that they only consider users with a known value for a given attribute (i.e. if a user's age is not known, they will be excluded from this analysis). As a result, it would be impossible, for example for both Males and Females to have an index over 100. More detailed definitions are available in the Audience Insights Definitions section. In addition to an index, the profile report also provides a population metric.
A population is defined as the percent of users in a group with a specific attribute. For example, if you ran the Activity report for Activity A and saw that the 18 to 24 age group had a population of 9.32%, that would mean that 9.32% of users who took Activity A were in the 18 to 24 age range. For the Media - Responded and the Page - Responded reports, the Population is defined as the percent of converters with an attribute.
Discover reports are used to discover specific high-performing Attributes. Specifically, Discover reports attempt to answer the following question:
Across all First and Third-party data points in the DSP platform, which attributes over-index for the configured analysis.
Whereas the Profile report is intended to help build a descriptive profile of your marketable audience, the Discover reports are intended to identify key third-party and first-party data points to target with media, site, and other marketing channels. The sentence across the top of the chart describes the chart's underlying data.
Compare Reports are used to compare different campaigns, pages, activities and audiences. Want to know if Campaign A reached wealthier users than Campaign B? Look no further.
The sentence across the top of the chart describes the chart's underlying data.
There are currently six classes of report to choose from in the Audience Insights section.
How likely groups were to take a specific activity on your site. For example, if females have an index of 150 for a certain activity, they were much more likely than males to take that activity.
How likely groups were to be in a specific audience that you've configured. For example, if females have an index of 150 for a certain audience, they were much more likely than males to be in that audience.
How well groups were reached with media impressions, relative to the Zeta Network. For example, if females have an index of 150, your campaign did a good job of reaching females.
How likely groups were to convert after seeing a media impression. For example, if males have an index of 150, they were much more likely than females to respond to your campaign.
How likely groups were to come to specific pages of your website. For example, if females have an index of 150 for your homepage, females were much more likely than males to come to that page.
How likely groups were to convert after seeing a page on your site. For example, if males have an index of 150, males were more much more likely than females to respond to marketing from that page.
Examples of Index Metrics
Index Metrics are the most important metric in any audience insight. Below are some specific examples of what an index means for a given report configuration.
The Index Example for the Profile Demographic in the Audience Insights Reports report shows that users who go to the advertiser's home page are 50% more likely than the average internet user to be male
The Index Example for the Profile Geographic report shows that users who are in the advertiser's JFK DMA audience are 300% more likely to than the average internet user to live in NY state.
Media (Campaign) - Reached
The Index Example for the Profile Financial report shows that users who were served a media impression are as likely as the average internet user to have a fair credit score.
Media (Campaign) - Responded
The Index Example for the Profile Financial report shows that users who were served and responded to a media impression by making an application for a card are 200% more likely than the average internet user to have a poor credit score.
Site (Page) - Reached
The Index Example for the Profile Financial report shows that users with the small business owner attribute who come to the Acme Deliveries home page is 400% more likely to be a small business owner.
Site (Page) - Responded
The Index Example for the Profile Demographic in the Audience Insights Reports report shows that users who were served a FiOS offer and responded on the telecom company home page are 130% more likely than the average internet user to be in the 25-34 age group.
Metric Definitions for Activity, Audience, and Reach Reports
Similar to the x on the Profile report, the likelihood of a user having that attribute as compared to the general internet population.
% of Users
Similar to the population in the Profile report, the percentage of users with that specific attribute for the selected data set.
The estimated number of internet users with that attribute. These numbers are the same as shown in the Attribute library.
The number of additional conversions that could have been driven if a campaign was targeted exclusively to this attribute. If an attribute has a positive lift, incremental conversions will be positive, if negative incremental conversions will be negative.
The percentage of users within attributes that were reached by a media campaign or that visited a site page.
Metric Definitions for Response Reports
Impressions served to users with that attribute.
Users who clicked on a creative served by that campaign or on that page with that attribute.
The percentage of users served an impression who clicked who had that attribute.
The number of users with the attribute who converted after seeing an impression (within the set lookback window).
The number of users with the attribute who converted after clicking (within the set lookback window).
The number of users with that attribute who converted after seeing an impression or clicking (within the set lookback windows).
The percentage of users with that attribute who converted after seeing a unique impression.
% Campaign Users
The percentage of users served an impression within that campaign or by that page who had that attribute.
% Network Users
The percentage of users across the Zeta Network who had that attribute. This is an approximation of the general internet population.
The percentage of users within attribute that were reached by a media campaign or that visited a site page.
Download Results Data
To download a raw export of an Audience report, click the spreadsheet icon directly above the Options button.
To save a report, click the save icon in the upper right corner of the chart. The Save Audience Report window appears allowing you to name the report.
Reports should have a unique name, if they have the same name as an existing report, they will overwrite that report
Report names can contain numbers, letters, dashes, underscores, and spaces
Saved reports are only visible to the user who saves them.