Generating Insights, Audience Expansion, and Customer Profiling
| Pre-requisites |
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You will need to have your own Dataset, with data on the customers you’re trying to learn about, and/or you will need to have permission to use a partner’s Dataset. At least one of the Datasets will need to have attributes associated with the users. If your insights exercise is expected to end in activation, you will also need to have export columns in the Dataset (your own or permissioned by a partner). |
There are several ways to generate insights in the InfoSum platform:
- Using the Audience Builder for Overlap Analysis (calculating and increasing match rates).
- Using the Segment Builder or Query Tool for simple filtering and segmenting an audience.
- (Beta) Using the Insight Report to create a visual report of sections of your audience, for example, to create and understand differences in user profiles.
- Using Private Path to deploy enriched intelligence to your data storage.
You can get an overview and further useful links of the Audience and Segment builder in the article ‘Collaborating with Partners’.
This article will introduce the remaining tools:
(Beta) Insight Report
Please ask your InfoSum Representative if you wish to use this tool as it’s currently in Beta testing and some limitations are in place.
Please note work to make this feature compatible with Collaborations is underway in Q4.
In just a few clicks, and without the need to create Audiences beforehand, you can connect two Datasets (usually a brand and a media owner or data provider) to create an impactful visual report. With attribute choices, filters, and a simple 'run' command, you can create a report that succinctly highlights how your audience and different segments of your audience stack up against the baseline Dataset's general population – and what are the key attributes that define your audience.
How it works
Head to the Reporting section, using the left hand navigation menu, and you’ll be able to see existing reports and create a new one.
To create an Insight Report simply click on ‘New Report’ and choose your seed and baseline Datasets - you’ll be shown the intersection count at this stage.
You can then add filters to create reports that match your goal: learning more about your audience, understanding target profiles more, measuring exposed conversions etc. Work with your InfoSum representative to create the filters that fit best for your use case. When you’re done, click ‘Create new report’ and our system will generate the necessary queries to create your custom report.
Use cases
Enriched profiling
Collaborate with any partner to gain a comprehensive customer perspective – data providers, other brands, retailers, sponsors, etc. Apply insights to projects like:
- Market entry/reposition
- Brand optimization
- Optimizing segmentation
- Updating messaging and creative
- Sponsorship validation
| InfoSum tip: |
| Create one report for each target profile you want to build and compare affinity across them. For example, a car manufacturer might create two reports by filtering their customer data: Electric vehicle owners vs Petrol vehicle owners. |
Media planning
Elevate media campaigns with swift analysis and strategic planning with media partners or the open ecosystem.
- Rapidly analyze audience characteristics, genres, and content affinity
- Craft activation segments and shape offline media plans (linear, contextual, OOH, etc.).
- Ensure a consistent audience definition across multiple media channels
| InfoSum tip: |
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Use the index to find high-affinity attributes for your audience. An index over 100 shows high relevance for that attribute value. Media owners can upload content genres, their existing available for purchase segments, or contextual attributes to use this report for off-platform media planning (contextual, programmatic or linear). This is specially useful to do a simple audience expansion exercise to maximize the reach of a first-party match. |
Post-campaign insights
Work with media owners to create simple, yet granular, ad exposure-based audience reports to understand the top-performing segments.
- Collaborate with media owners to develop concise yet detailed reports
- Gain clarity on top-performing segments
- Partner with data providers for post-campaign audience insights
| InfoSum tip: |
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Brands can bring outcome data to see what exposed users converted to any metric: website visits, lead gen, add to cart, sales or use a data provider to bring the outcome metrics.
Media owners can bring the exposure data back to the platform and enrich it with additional attributes from the brand or data providers to create custom audience reports
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Private Path for Enrichment
Please ask your InfoSum Representative if you wish to use this tool as it’s currently in Beta testing.
Please note that Private Path is a new product currently in Beta and not available to everyone in the InfoSum platform. When scoping your use cases, your InfoSum representative will help you find the most appropriate activation option and might recommend Private Path.
Private Path leverages InfoSum’s privacy-enhancing technology, and replaces PII on activation with private, non-reversible, point-in-time synthetic IDs. This enables businesses to securely exchange enriched intelligence for advanced analytics.
Activate your Insights
| Pre-requisites |
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You will need to have export columns on your Dataset or have activation permission to use a partner’s Dataset to create any type of data export from the platform. You will also need to know where the data is getting exported to, and create the relevant Destination on your profile. Please see this overview of Data Activation to help you get started. |
The above tools allow you to generate in-platform insights that can be used to inform marketing strategies and media plans, but after an insights exercise you might want to create activation audiences based on that analysis.
Once you know what combination of attributes signifies high affinity for your brand, you can use the segment builder IQL to generate multiple activation segments based on those attributes.
Please reach out to your InfoSum representative if you need help activating your data, or creating segments with complex attribute combinations.