The Insights Report can be used to learn about a seed audience from a baseline dataset allowing you to find attributes that over or under index. This means you can understand your customer base more so you can deliver more relevant campaigns and creatives resulting in more positive outcomes.

Companies can use this report to learn more about their audience for:

• 360 customer view: strategic decision making around positioning, developing new products, sponsorships, or adjusting creative and messaging.
• Insights for media planning and/or activation: By identifying relationships between key variables such as CRM data, publisher content and/or demographic attributes, marketers can segment, prospect, and plan campaigns more effectively.
• Post-campaign audience report: Add demographic and behavioural data to your ad exposures and/or transactional data to gain greater performance insights and learn about potential new audiences to improve upcoming campaigns.

The Insights Report allows you to select the datasets that you wish to use in the analysis and which filters (if any) need to be applied. You will be able to select a seed dataset (the data you want to 'learn' about) and a baseline or comparison dataset (the data you want to 'learn' from).

The user must select which categories from the baseline/ comparison dataset they wish to include in the analysis with the maximum number of category values the limiting factor for how many categories can be included. The maximum number of category values that can be used in the report is 100. There is no limit on the number of categories that can be included but each category must have a minimum of 2 category values. NB, more categories and category values will result in the report taking longer to generate.

The insight report currently only supports string categories, integer categories are not supported.

Running an Insights Report

On the Infosum Platform go to the Reports tab under Reporting

In the Reports tab you will see a list of any reports that you have already created.

To create a New Report click on New Report in the top right side of the screen.

On the following screen you will be able to select your Seed Dataset and Baseline Dataset for a comparison to preview your intersection.

Select your Datasets

On the right-hand side is an intersection count that indicates this is a valid comparison.

Click Continue.

In the Category Selection screen you will be able to select the categories you want to learn about from the 'baseline' dataset.

Choose the categories. Specify the number of category values to be used in the report, reduced values will speed up the report generation.

Category Values Selected will appear on the right side of the screen.

Click Continue.

The next page is the Category Filtering & Config screen. This are optional filters where you can filter down your report by specific category properties, conditions or ranges.

Category filtering allows for AND/OR filtering.

To add a filter click the plus (+) sign next to the Filter Group and in the open box you can Add the Category Filter

Name the report and click on 'Create New Report'

Back to the report screen.

Your report will generate in a max of 30 mins, depending on the number of attribute values and size of the datasets. Once the report is created you can click on 'view report'

You’ll be able to see an initial comparison between seed and baseline for each category and values that you’ve selected

On this bar chart you’ve got the baseline in orange and the seed in blue, and you can compare the % of records that have that attribute value and also the index, which tells you the affinity that members of your audience have for a particular attribute value compared to the baseline. An index above 100 means that members of your audience show high affinity for that attribute value while an index below 100 means they show less affinity than the baseline.

This is great to see at a glance what the most relevant attributes for your target are. You can scroll down the page to see each attribute or click on the left hand side list.

The second tab shows a table view, where you can also see the the ‘reach’ or volume of the intersection for each specific attribute value and a handy heatmap for the index which helps you visualize what characteristics are most relevant.

You can use the most relevant categories for your media planning, to create high-value expansion segments, or to learn more about your audience and apply it to strategic projects such as tailoring the message or creative.

The final tab allows you to compare two attributes at a time in a cross-tab table which can give you more granular insight into different attribute combinations.