Generating Insights, Audience Expansion, and Customer Profiling
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Pre-requisites |
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You will need to have your own Insight Bunker, with data on the customers you’re trying to learn about, and/or you will need to have permission to use a partner’s Insight Bunker. At least one of the Insight Bunkers 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 an Activation Bunker (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 the Attribute Affinity tool to understand the index ranking of large numbers of attributes, and combination of attributes for your audience to identify potential lookalike segments.
- (Beta) 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.
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
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InfoSum tip: |
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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
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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
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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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Attribute Affinity
InfoSum’s privacy-first federated learning engine, Attribute Affinity, ensures that you can generate powerful insights with multiple partners and identify audience segments with a high affinity (high score) to your target audience, without sharing any data. You can build expanded audiences and model the targeting across unauthenticated audiences to achieve 100% cookieless addressability.
How it works
Prepare the audience
Define your seed audience - the audience whose attributes you want to analyze - and the baseline - the population that you want to compare it to. Our Audience Builder tool enables you to be creative in defining your seed audience, for example, by leveraging second and third-party datasets to create rich segments.
Configure the attributes
Choose the attributes you’d like to include in the analysis or run it across all available attributes.
Our solution gives you full flexibility to focus the engine on the attributes that matter the most to your company, and you can create multiple versions and compare the results.
Run the analysis
The analysis looks at how frequently it can find an attribute in the seed compared to the baseline.
If the attribute is more frequent in the seed, then it defines the seed positively. If instead, the attribute is more frequent in the baseline, then it defines the seed negatively (in its absence).
Once the analysis is complete you’ll see exactly what combination of attributes is most significant.
(Beta) 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
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Pre-requisites |
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You will need to have your own Activation Bunker or have permission to use a partner’s Activation Bunker 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 signify 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.