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This is our personality tab and these insights are powered by IBM watson. This section provides information about the personality of the audience analysed. Many brands and agencies use this to help them understand and set a specific tone for their campaigns.
For example; if you noticed this segment was open to trying new things… perhaps you’d try out a new product specifically on these people.
So, there are two main categories of information:
- The Big Five personality dimensions or how people engage with the world.
- What drives them. This area includes two models:
- Needs – The aspects of a product that are likely to resonate with the audience
- Values – The motivation factors that influence their decision-making.
All of which can play a part in determine your decisions for messaging and connecting with these people.
Buying Mindset Tab
This section provides information about consumer preferences of the audiences analysed. There are two main categories of information: purchase influence factors and consumption behaviour. Both can give you insights on how your audience prefers to buy. Remember, this can all be compared against a baseline of your choice.
Are they more influenced by:
- Brand name – members of the audience that are likely to be influenced by brand name when making product purchases
- Utility – members of the audience that are likely to be influenced by product utility when making product purchases
- Online ads – Members of the audience that are likely to be influenced by online ads when making product purchases
- Social media – members of the audience that are likely to be influenced by social media when making product purchases
- Friends and family – members of the audience that are likely to be influenced by friends and family when making product purchases
For example, if product utility is more important to your audience than brand name, perhaps when selling a product or brand you focus on product features as a oppose to how cool your brand is.
We can also see consumer behaviour. For example;
- Spur of moment – indicates the percentage of the audience that is likely to indulge in spontaneous purchases
- Credit card – indicates the percentage of the audience that is likely to prefer using credit cards whilst shopping
- Campaigns – indicates the percentage of the audience that is likely to respond to marketing campaigns
- Targeted ads – indicates the percentage of the audience that is likely to respond to targeted advertising
Online Habits Tab
This section provides information about online behaviour of the audiences analysed.
For example, Device (so desktop or mobile, which can be important for display ads).
Their Social Media Presence, so the relevance that each social network has for your audience compared against a baseline of your choice. This can be helpful if you want to know which channels are worth investing in for your audience.
Content type refers to the type of content published by the audience: is it their own content, answering conversations or third party content? Are they interacting with others or are they driving their own conversations.
Amplification and Applause, how many times the contents published by the users within the audience are shared and liked.
Active days and Active hours are the days and hours the users within the audience are more active on social networks. Use this information to understand when and where is best to reach your audience, for the optimum result.