Behavior Insights
How to understand a Behaviour Insights Report
Introduction
A behaviour report is a type of insight built to analyze habits of one or more audiences by means of various touch points. It is a directional attempt to paint the picture of your audience and understand the traits that they have built over a period. Consumr.ai uses anonymized first party and third-party audiences to calculate real time data from various data sources connected to millions of users across the world and provides you with a report that can be used for media, creative, content, sales, and even overall business strategies. In this manual, we will take you through ways of executing a behavior report and how to read the visualizations and action the data in to building plans and strategies.
Selecting Audiences for a Behavior Report
As explained in the introduction, Behaviour report is generated by unpacking 3rd party or 1st party audiences. In the current scenario, we consider Interest segments that can be interpreted by various platforms as 3rd party audiences and Lookalikes created on Meta, Snapchat, TikTok and other audience platforms as anonymized 1st party audiences.
While selecting these audiences to prepare a report, you need to know the type of audiences that you have built on the platform. Creating reports with random audiences will not help in creating valuable insights and plans. For e.g. If you want to understand the behaviour of consumers that are similar to Purchasers of your product, you will have to select a Lookalike created using Custom Audience of Purchasers. You can select one or more audiences at a time. For more details refer to [How to use Omnibox Link]. Once you are ready with your selections and click the Fetch Insights button, you will be taken to the behaviour report. Read on to understand how to read this report, in detail.
Persona Card/Summary Card
This is the first card that you can see on the report. As one of the philosophies ProfitWheel was built on, was to humanize data as much as possible. Consumers are real people and not transactions, hence it is only fair to make a summary that can paint a more real picture of how the audience will look using a Behaviour Lens.
It shows a photo (created using AI), name (also randomly generated) as per the gender. Both these aspects are also intelligently created keeping in mind the attributes of the audience, to get you as close to the impression of your consumers. The rest of the details are shown based on the skewness in data. The more dominates characteristics show up in the card.
Looking at it, you now can visualize a man in his 40s from big city like New York. Someone who is a frequent traveler, works in administrative services with interests in Finance and Food. He uses an Apple device. This card was derived for an audience of a large insurance company for its life insurance division. This piece of information comes in handy when you are creating presentations for a review or representing an agency in front of a brand. A senior executive can also get a quick understanding of the performing audience and traits to look out for in business strategies without looking deep into the data.
Age & Gender Split
There are two visualizations to this insight. Overall it talks about the spread of your audience into various age brackets and between Male and Female, to give a fair understanding of its distribution. In the example above it is evident that the demography is even balanced between both genders. It peaks at age group of 25 to 44. The product gives directional signals in every visualization to let human intelligence pick and understand these nuances. Like the significant yet dwarfed age group of 45 to 54.
Stages of Life
The Stages of Life card is applicable to an Advanced AI enabled report. We will cover Advanced AI further ahead in this document. It distributes your addressable audiences in to stages of life they are in. To evaluate it we use relationship milestones, since relationships majorly influence behaviour of consumers.
Stages of Life uses a comparative bar chart to give you how your selected audience compares with the universe. To ensure that we do an apples-to-apples comparison we equated the scales, in this case Reach Scores. ‘Your Audience Reach Score’ refers to your selected audience and Population Reach Score refers to the overall Universe your audience is from. There may be many instances where you may see ‘Your audience Reach score’ going way higher that the Population Reach score, which means that the reach score for your audience in a particular category is higher than the universe it is from, which is a strong signal for you to consider.
Geo/Cities
An important data card that shares cities you can consider for Geo targeting from the market your audience belongs to. The cities are ranked based on reach score with a max of 100. To visually aid your understanding, a map displays the locations of these cities. A graphical view helps you identify regional concentration of cities with higher reach score that can, not just help with media planning but also other offline marketing strategies and even logistics. There can be many other inferences you can draw from this chart, if you look at the data based on your campaign objectives.
Themes & Interests
This section is a part of the basic report. In this section you will see 2 cards, on the left you will see a colorful tree map, and, on the right, you can see the interests clustered under each theme.
Themes: There are in all 15 themes that has interest level cohorts stacked in them. Themes help you understand the drift of interests and without it close to 300 interests bubbled next to each other would just add a lot of data noise, only to overwhelm a user. If you refer to the tree map above, each box is of different size that is based on Reach Score. The color signifies Uniqueness, starting from dark green (means highest Uniqueness) and goes down to Reddish Orange, that has the least uniqueness value.
Please Note: Lower uniqueness does not mean that it does not contain good interests, these values are relative in nature.
Interests: When you click on a theme, you will be able to see bubbles appear in the card on the right. The way you need to read this 2x2 graph is by means of intersecting values of Reach & Uniqueness scores.
Growth Section: High Reach and Low Uniqueness adds up to a growth section. This means interests in them are more suited for Branding and Awareness campaigns.
Ideal Section: High Reach and High Uniqueness would mean that it is ideal for good reach with good uniqueness in the audience adding up to higher probability of Efficiency.
Niche Section: Low Reach but High Uniqueness would mean that it the audiences may be filtered but highly potent. If conversion or lead value is what your objective is, you might want to look at this quartile.
Ignore Section: As the name suggests, it does not have reach or uniqueness (relative to other interests). If your budgets are limited, you might want to consider other quartiles first before you consider this.
It is important to note that predicting human behaviour is almost impossible. Consumr.ai employs highly sophisticated algorithms to use data predict the probability of parameters that can work in your favour and make your plans better than any other prediction tools that exists in the market.
Habits & Devices
Habits are visualized in the comparative bar graph and can be read exactly like Stages of Life graph. However, the data helps you understand the habits of the consumers that is different from Interests and themes. Like in the graph above, you can see that though Frequent travelers have higher reach score, engaged shopper ranks above it. This is because ‘Your Audience Reach Score’ is relatively higher that the universe it is from. This find if used effectively can turn tables for a brand.
Devices graph is a simple split between Apple and Android Devices. In a market like U.S where audiences are pro IoS devices, when a split shows almost equal split speaks volume of the kind of audience you are analyzing. The browser split shows clear dominance of the Chrome browser followed by Safari.
Work & Income
Both these charts are shown in comparative bar graphs and are part of the Advanced AI enabled report. Though one talks about the top 5 professions your audience dominates and other shares the household income split in the US. Please note that the income graph is only applicable for the U.S market.
Activities and Education
Again, a part of the Advanced AI enabled report, ‘Engaged in Activities’ graph shows the contributors of media platforms and their roles. This helps us identify the passive users from Active. On the right, you have Education which helps you understand a lot about the kind of consumers that interact with your product. In this case University graduate bar is very long, though Some University have higher inclination towards your product.
Places they go
While we can learn that Coffeehouses and Fast-food restaurants shows that these consumers are more casual in nature[SB1] [DK2] . Recreation tells us that they also have high inclination toward artistic talents to go to and rejuvenate.
Conclusion
When you create a Behavior report, you need to be very clear on the Objective you want to achieve and then pick an audience to unpack. You report will only be as intelligent as the inputs and filters you pick. While reading the report as well, you will need to keep the objective in mind to get the most out of the report.
Feel free to explore the right panel to share, collaborate, see input information, and even delete the report if you don’t want it.
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