In this article, we're going to cover the key sections where we highlight changes (deltas)
to an audience for monitored reports.
Overview Deltas
In your main navigation bar in the section Overview, you will find a dedicated subsection Deltas that highlights some of the most significant shifts in audience behavior since your last report update. The Deltas subsection provides a summary of an audience’s gains or losses of members and shows up to 12 of the most significant changes in behavior, including the top three traits across bio keywords, hashtags, mentions, and tweet keywords.
At the top of the Overview section, you’ll see a banner highlighting the most significant changes since your last update.
NOTE: the Deltas subsection summaries can be viewed at both the audience and cluster levels.
Members & Content
In these sections, we provide delta calculations to indicate shifts in data since the last report update. Changes are expressed by +/- banners on the applicable modules. If there’s no change, it will read “Same as last update.” If the data is a new addition to the report, it will not have a delta banner (e.g. “seawheeze” in @Mentions).
Interests
We also provide delta calculations in this section to indicate shifts in interests since the previous report, using +/- symbols to express the changes. To view the deltas, you will need to change the View from Grid to List. Three factors can change for an interest: Rank, Relevance, and Affinity. Any changes in rank are expressed beside the Twitter handle, and changes to interest scores are listed below the profile picture. If a score hasn’t changed, it will read “Same as last update.” If the interest is a new addition to the report, it will have no delta.
By default, interests are sorted by Relevance. For monitored reports, you can also choose to sort by Change. This sortation will display interests according to the greatest change in rank (note: rank is determined by Relevance for this sortation). Even in cases where the Relevance score hasn’t changed, an interest's rank may shift based on the overall changes in scores.
