Audience Discovery

Audience Discovery

by on ‎11-29-2017 06:26 PM - edited a month ago (1,321 Views)

With Audience Discovery, you can explore and analyze a real-time graphical representation of both historical and live site visitor data and site visit behavior through the lens of your attributes. You can then click on the visual representations of this data to drill-down into deeper details about your site visitors and their browsing behavior with each site visit. The user interface provides tools that simplify the task of fine tuning and segmenting your audience into targeted visitor sets, which can then be used to guide and fuel other digital marketing tools.

This article covers the following topics:

Table of Contents Placeholder

How it Works

Audience Discovery simplifies the discovery process by providing simple point-and-click tools with rich filtering capabilities. Audience Discovery uses your historical data and adapts to your visitor schema to display real time charts of the metrics, properties, and badges you define, as you define them.

Using the Audience Discovery interface, you can quickly and easily:

  • Zoom in on the visual representation of your data to discover audiences that meet your filtering criteria
  • Create specific audiences to target
  • Filter a selected audience on-the-fly to fine tune your target visitor segment
  • Overlay statistics to compare data
  • View your audiences from a variety of perspectives

Before you begin, it is important to familiarize yourself with the components of the interface and how to navigate the Audience Discovery user interface.

Attributes, Audiences, and Perspectives

To filter your data for use with Audience Discovery, it is important to understand the differences between data attributes, audiences, and perspectives.

  • Attributes
    In Audience Discovery, attributes are used to define the data in your data layer that is associated to the properties of a visitor, the characteristics of a visitor session, and event data collected during the visitor session. For example, a visitor attribute contains event data specific to the visitor, such as the email address or member ID for the visitor, whereas a visit attribute contains event data specific to the site visit, such as a product category viewed or the date of the last visit.
  • Audiences
    An audience is a group of visitors that are identified by a shared set of attributes. Attributes assigned to an audience are used to identify distinct groups visitors to your site. The more attributes you select for an audience, the more specific your audience becomes. Audiences are used to trigger connector actions. Once an audience is created, that audience can be targeted with an email campaign, coupon, or other action.

  • Perspectives
    Perspectives are specific views of your audiences. For example, selecting, the Badge perspective enables you to view visitors from the perspective of the badges they are assigned, such as "Frequent Visitor".

Navigating the User Interface

The real-time visual representation of attributes in the interface provides insights into the behavior of your visitors. A live sampling of data displays visitors and attributes that meet your search criteria.

Use the interactive tools, as described in the following image and table, 
to define and filter your search. You can then use the presentation of matching visitors as a guide as you continue to narrow or broaden your query to reach the desired visitor segment and create highly defined, targetable audiences.

Audience_Discovery_Legend_Outside of Image.jpg

The following table describes the functions of each area of the interface labeled in the above image:

Image Label Description

Toggle Between Audience Discovery and Audience Sizing Tabs

 Click to toggle between the Audience Discovery and Audience Sizing tabs

Expand or Collapse feature description

Click to expand or collapse a brief description of the current feature, Audience Discovery

Select, Edit, Add, or Save an Audience

  • Select an Audience from the drop-down list and load that audience

    The number of active queries per profile is limited to five (5).

  • Edit an Audience
  • Add a new Audience
  • Save an Audience 
 Current View

Click to view Live activity or Historic activity

  • The Live view can only be used for visit-scoped attributes.
  • The Historic view can only be used for visitor-scoped attributes.

Select Perspectives

 Click to search or select from All, Visit, or Visitor-scoped perspectives

Hover to highlight perspective

Hover over any bar in the chart to highlight details about the perspective depicted by that bar                                                            

Drill-down into details of perspective

Click one of the features listed to display further details about the perspective you are viewing.

  • Zoom In
    Provides a more detailed breakdown of the perspective. You can continue to "drill-down" by zooming into the results until exhausted.
  • Cross Tab Report
    Provides a detailed breakdown of the perspective in the same bar chart format.
  • View Attribute Definition
    Displays the attribute definition or definitions used to create the results displayed. You can optionally double-click on the attribute to display the edit screen to edit the attribute on-the-fly or delete the attribute. 
View, Edit, or Add Favorite Numbers

Favorites Numbers allow you to select specific metrics to display along the bottom of the screen. Only numeric values are allowed. 

From here, you can:

  • Click a Favorite Number that is already defined to view the properties
  • Add a new Favorite Number and define the properties to display
  • Delete an existing Favorite Number
  • Pin (overlay) Favorite Number results on the primary graph

Start Discovering

Now that you understand the basic concepts and are familiar with the user interface, you can get started. This section describes the basic steps required to define your audience. Once you are comfortable with the basics, you can move on to editing, copying, and deleting audiences. From there you can learn how to create and save favorites for easy access and view your audiences from different perspectives. Use the steps outlined in the following sections to begin filtering and analyzing your visitor data.

Add an Audience Filter

Use the following steps to add a new audience filter:

  1. In the left navigation panel, click AS for AudienceStream.
  2. From AudienceStream, click Discover to go to Audience Discovery.
  3. Click the plus sign (+) to the left of the Audiences drop-down list.
    The New Audience Filter dialog displays.
    New Audience Filter.jpg
  4. Enter the conditions for your filter.
    • Under Conditions, select a value from the drop-down list.
      In this example, Lifetime Visit Count is selected.
    • Select an Operator from the drop-down list.
      In this example, greater than is selected.
    • Select an Option from the drop-down list.
      In this example, Custom Value is selected.
    • In the blank field, enter the custom value.
      In this example, the number three (3) is entered.
    • You can optionally add additional AND or OR conditions using the drop-down lists provided.
  5. Click Apply.
  6. Click the Audiences drop-down list and select the Save tab.
  7. Under As a new audience, enter a descriptive name for your audience.
    The name must note exceed 250 characters and must contain only ASCII characters (codes 0-127).
    In this example, the name Over 3 Visits is used.
  8. Click Save.
  9. Click Save/Publish to save and publish.

Edit an Audience Filter

Use the following steps to view your audiences filters and edit the settings to meet your needs:

  1. Click the Audiences drop-down list and select the Load tab.
    Audience Discovery_Audiences Load.jpg
  2. Select an audience to view.
    In this example, the Over 3 Visits audience is selected.
  3. Click the pencil icon to edit the audience filters.
    The Edit Current Audience dialog displays.
  4. Edit the filter criteria to meet your needs.
    In this example, the custom value is changed to 10.
    Edit Current Audience Filter.jpg
  5. Click Apply.
  6. Click Save/Publish to save and publish to the appropriate environments.

Delete an Audience Filter

Use the following steps to delete an audience filter:

  1. Click the Audiences drop-down list and select the Load tab.
  2. Scroll down to select the audience to delete and click the X.
    Delete Audience.jpg
  3. From the Delete Audience dialog, click Yes.
    The audience filter is removed from the list of filters.
  4. Click Save/Publish to save and publish.

View and Adjust Audience Filters

The unique views and actionable interface in Audience Discovery allow you to analyze your audience in real-time, using your attributes as a guide. This section describes how to view the ways in which your audiences are currently segmented and make any needed adjustments.

Use the following steps to view and adjust audience filters:

  1. Click the Audiences drop-down list and select the Load tab.
  2. Select an audience to view.
    In this example, the Over 3 Visits audience is selected.
  3. Toggle between the Historic and Live views to gain insight about current visitors and visit behavior or behavior over a period of time.
    Audience Discovery_Historical View Zoom.jpg
    • Live
      The Live view is the default view and displays current activity.
      You can optionally drill-down into sections of the bars in the chart for a more granular view.
    • Historic
      The Historic view displays a drop-down calendar in the To and From fields that allows you to select a date range.
  4. You can optionally drill-down into sections of the bars in the chart for a more granular view and then use your learnings from one or more of the views to further fine tune your audience to meet your needs.
    • Zoom In
      The Zoom In feature defaults to the Badges perspective. From this perspective, you can filter by String, Number, Boolean, Badge, Funnel, or Date. After the display refreshes for a bar or column, clicking Zoom In uses a back-end algorithm to select the best possible subsection of the original perspective.
      Audience Discovery_Zoom In.jpg
      Clicking Zoom In displays the detailed results shown below. In this example, the audience selected is Over 3 Visits and Zoom In is clicked on User - Known. You can continue to drill-down into the details of each bar in the display until the results are exhausted.
      Audience Discovery_Zoom In 2x.jpg
    • Cross-Tab Reports
      When selecting a report to display, the perspective is updated and the column display is refreshed. When a single cross-tab report contains multiple columns and only one (1) column is selected, both the perspective and the filter is updated when you click to zoom into the subsection. A maximum of 10 cross-tab reports are allowed. Cross-tab reports use the same filtered options as used in Perspective.
      Audience Discovery_Cross Tab Reports.jpg
      You can optionally click the Attributes Definition tab or Zoom In button to change your view without having to navigate back to the previous screen.
    • View Attribute Definition
      From this view, you can see the definition of the attribute used to filter the results. You can double-click on the attribute to edit the current definition and add additional conditions without the need to navigate back to the primary interface.

      This perspective does not include Tally, Timeline, Visitor ID, or Set of Strings.

      From the Attribute Definition tab, you can assign badges and select operators and fields from which to extract data. For example, you can use an aggregate of purchase data to create a visitor lifetime value, or view the number of times a visitor has searched across multiple sessions. Attribute definitions are dynamically created by selecting a perspective or zooming in to view a specific audience.
      Audience Discovery_View Attribute Definitions.jpg
      You can optionally click the Cross-Tab Reports tab or Zoom In button to change your view without having to navigate back to the previous screen.
  5. Apply changes or additional conditions and then click Apply to save.
    The display changes to meet the new criteria immediately.
  6. Click Save/Publish to save and publish.

Using Favorite Numbers

Favorite Numbers are created using number attributes only and provide a quick view of filtered numerical results as they relate to Visits or Visitor attributes.

In the results display for Favorite Numbers, only the attributes are updated, the filter is not updated.
When a Favorite Number contains multiple columns and only one (1) column is selected, both the perspective and the filter is updated when you click to zoom into the subsection

 Favorite Numbers display directly under the main dashboard and are used as follows:

  • Clicking a Favorite Number updates the perspective and refreshes the display of the data in the column.
  • Hovering over any Favorite Number highlights the column in the primary display related to that favorite. 
  • You can optionally click a favorite and pin (overlay) the results over the current display for comparison.
Audience Discovery_Hover over Favorite Number.jpg

Add a Favorite Number

Use the following steps to add a favorite number:

  1. Under Favorite Numbers at the bottom of the screen, click + Add a Number.
  2. Use the Search field to search for a specific attribute or filter the available attributes by Visit or Visitor attributes.
    Add a New Favorite Number Dialog.jpg
  3. Click an available attribute to select it.
    The new Favorite Number displays as a selection on the bottom of the screen.

Delete a Favorite Number

Use the following steps to delete a favorite number:

  1. Hover over the Favorite Number you want to delete.
    Delete Favorite Number.jpg
  2. Click the X on the upper right of the Favorite Number border.
    The Favorite Number no longer displays.

Pin or Unpin Overlay Details

To compare data, you can pin or unpin the details of a favorite number to overlay the details of the favorite view onto the primary graph being displayed. 

Use the following steps to pin or unpin overlay details:

  1. Hover over the Favorite Number for which you want to pin overlay details in the primary graph.
    Pin Favorite Number.jpg
  2. Click the pin icon on the lower right of the Favorite Number border.
    The Favorite Number results now display on the main image as overlay details for comparison.
    Pin Favorite Number_Overlay Pinned.jpg
  3. To unpin, click the pin icon on the lower right of the border.
    If the pin icon is pointed downward, the overlay details are not pinned. If it is pointed upwards, the details are pinned.

Viewing Your Audience Data from Different Perspectives

Once you have created audiences, with or without favorite numbers, you can choose from a variety of perspectives from which to view your audience data. Viewing your data from different perspectives provides insights into audience behavior to help you pinpoint target audiences.

Use the following steps to choose a perspective from which to view your audience data:

  1. Next to Perspectives, click the default value Badges, to display a list of available perspectives from which to view your audience data.
  2. Use the Search field to search for a specific perspective, or filter the available perspective by Visit or Visitor scope.
    Choose Perspective.jpg
  3. Click an available perspective to select it.
    In this example, the default value, Active Browser Type is selected as a perspective from which to view the currently displayed audience data.
    Perspective_Active Browser Type.jpg
  4. View your data from a variety of perspectives to analyze the data and refine your audiences to best fit your needs.