🔤Glossary

1st PARTY AUDIENCE

First Party Audience or 1P audience are audiences created and borne out of interactions between a brand and its consumer. It is audiences derived from data that a company collects directly from its consumers and owns. These audiences (emerging from digital interactions, purchase history, behaviour, preferences, etc.) can be used to create ads, content, and experiences catering to an individual’s interests.

Example: First party data could be lead form fills, web browser behaviour etc.

2

2nd PARTY AUDIENCE

Second Party Audience or 2P audience are audiences created out of data partnerships with a trusted partner beyond yourself. Because this data isn’t sold openly and borne out of intelligence jointly created between yourself [as a marketer/advertiser] and a second party [organisation who you match your data with], it can provide tailor made opportunities for you to understand your audiences better and scale.

Example: A credit card company might get customer information from an airline, so it can target its marketing toward specific traveller needs and interests. Or a publisher might share its first-party audience data with an advertiser who wants to run ads on its site. Or you could fuse your data with a platform like Meta to expand your audiences.

A

AUDIENCE SIZE SCORE

The audience size score is an indexation of the total number of people classified under your cohort [could be an interest, intent or demography] and is estimated by the platform from which this insight is derived.

AUDIENCE SIZE SCORE/REACH SCORE

The audience size score/reach score is an indexation of the total number of people classified under your cohort [could be an interest, intent or demography] and is estimated by the platform from which this insight is derived.

B

BEHAVIOR

Behavior of a consumer is defined as a categorization of the consumer into a typecast that can be targeted classified basis the users browsing habits (example search terms, sites visited, purchases).

Behavioral targeting allows advertisers and publishers to target customers based on their behaviours across different websites. For example, if someone browses Amazon for cooking knives without making a purchase, Amazon’s advertising network can show this visitor more ads for knives on other websites, increasing the eventual likelihood of a purchase.

BEHAVIOR REPORTS

Unpack audience passions, demography, behaviors, life stages, device and browser consumption habits, content created and engaged with, education and socio-economic classification from first and third party audiences for your brand or category. [Pro Tip: Current native consoles only provide you with demography insights and top pages liked. Delve deeper into activatable audience insights through the behavior report]

Behavior of a consumer is defined as a categorization of the consumer into a typecast that can be targeted classified basis the users browsing habits (example search terms, sites visited, purchases).

Behavioral targeting allows advertisers and publishers to target customers based on their behaviours across different websites. For example, if someone browses Amazon for cooking knives without making a purchase, Amazon’s advertising network can show this visitor more ads for knives on other websites, increasing the eventual likelihood of a purchase. Select a behavior here that you would like to layer as an additional filter for your run output.

C

CONTRAST ANALYSIS

A contrast analysis reflects the differences between two sets of audiences. The outcome of this analysis explores dissimilarities between the selected audiences in terms of audience persona and passions.

Behavioural targeting allows advertisers and publishers to target customers based on their behaviours across different websites. For example, if someone browses Amazon for cooking knives without making a purchase, Amazon’s advertising network can show this visitor more ads for knives on other websites, increasing the eventual likelihood of a purchase.

E

EFFICIENCY SCORE

The efficiency score is an index that balances the uniqueness score along with the reach [audience size] score. It is a relative measure to balance stickiness [or audience affinity] along with scale to attain a marketing sweet spot

I

INDEXATION/SCORE

An index [idx.] or score is a statistical measure of the representation of a particular point in relation or relative measure to a group of individual data points. Throughout the ProfitWheel platform, “100” is taken as the highest standardised value, and all other groups of data points are adjusted in relation to the highest measure.

INTEREST

Interests represent people or groups of people exhibiting specific affinity or inclination towards a particular topic, audience bucket or area of audience description. This classification is done by intelligence built by native platforms based on a multitude of variables such as time spent on related content, likes, shares, post tags etc. Select an interest here that you would like to layer as an additional filter for your run output.

Intersect

Intersect refers to audience sets that are common or prevalent in both sets of audiences/cohorts being selected for analysis. Let’s say you have a selected audience with 1 million people (we’ll call this Audience A) and a comparison audience of 100 million people (we’ll call this Audience B), and that there are 800,000 people that are in both audiences. 800,000 forms your audience intersection

Special Category

To help prevent discrimination, our Discriminatory Practices Policy Meta has special requirements for ads and insights related to credit, employment or housing. These segments thus fall under special category. In case you would like to learn more you can read more at https://www.facebook.com/business/help/298000447747885

K

KEYWORDS

Keywords are words or phrases that are used to match the terms people are searching for along with their relevant content consumption.

Selecting relevant keywords enables ProfitWheel’s Contextual Intelligence Engine to traverse the content from the world wide web to return to you the most relevant content signals for you to understand content consumed by your audiences through their search intent.

L

LOOKALIKE AUDIENCES

A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers. These insights are derived out of intelligence and modelling built directly by native platforms such as Meta etc.

O

OVERLAP ANALYSIS

The overlap analysis reflects an understanding of the commonalities in cohorts. It unearths audience passion points similar to both audience sets and highlights them for analysis.

Behavioural targeting allows advertisers and publishers to target customers based on their behaviours across different websites. For example, if someone browses Amazon for cooking knives without making a purchase, Amazon’s advertising network can show this visitor more ads for knives on other websites, increasing the eventual likelihood of a purchase. Select a behaviour here that you would like to layer as an additional filter for your run output.

P

POPULATION REACH SCORE

The population reach score is an indexation of the total number of people from the overall population of the country or region [could be an interest, intent or demography] and is estimated by the platform from which this insight is derived.

S

SEED AUDIENCE

A seed audience is a benchmark or reference point upon which you would like to model all your audiences. This audience may be the best performing, most valuable etc. depending on your objective.

T

THEMATIC CAMPAIGNS

Campaigns, ideas or keywords grouped by a common theme or classification are known as thematic campaigns.

U

UNIQUENESS SCORE

The uniqueness score determines the propensity, or stickiness of an audience to exhibit one behaviour/trait in relation to all the others in its purview. In other words, it is the indexation of audience affinity for a particular segment or trait.

Y

YOUR AUDIENCE REACH SCORE

The audience size score/reach score of your audience is an indexation of the total number of people classified under your selected cohort [could be an interest, intent or demography] and is estimated by the platform from which this insight is derived.