1 / 24

Module 10 – Behavioral Data Understand and Target based on Recent, Deterministic Consumer Behavior

Module 10 – Behavioral Data Understand and Target based on Recent, Deterministic Consumer Behavior. Resonate Client Training. Module 1: Orientation Module 2: Audience Building - Build your Custom Audiences or Personas - Build your Custom Audiences or Personas

damona
Download Presentation

Module 10 – Behavioral Data Understand and Target based on Recent, Deterministic Consumer Behavior

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Module 10 – Behavioral Data Understand and Target based on Recent, Deterministic Consumer Behavior Resonate Client Training

  2. Module 1: Orientation • Module 2: Audience Building - Build your Custom Audiences or Personas - Build your Custom Audiences or Personas • Module 3: Audience Analysis - Curated Reports - Quick Answers to Common Questions • Module 4: Audience Analysis - Deep Analytics - Gain a Thorough Understanding of Consumers • Pre-Requisites for this Module • Module 10: Behavioral Data

  3. In This Module You Will: • Understand the differences between Behavioral Data Attributes and Custom Behavioral Audiences • Understand the source of Behavioral data • Learn how Behavioral data can help with both scale and precision • Recognize Behavioral Attribute Values • Learn how you can analyze Behavioral Audiences • Activate a Behavioral Audience

  4. Behavioral Data vs Custom Behavioral Audiences

  5. Two different offerings, independent of one another • Behavioral Data Attributes vs ​Custom Behavioral Audiences Custom Behavioral Audiences are created for you by Professional Services and loaded into your Resonate account Behavioral Data includes attributes available in the Taxonomy as a self-serve feature

  6. Behavioral Data Attributes vs ​Custom Behavioral Audiences

  7. What is Behavioral Data?

  8. What is Behavioral Data? What is it? • Static list of 500+ Behavioral Attributes across 26 categories Where does it come from? • From Resonate’s behavioral data feed • Using Natural Language Processing (NLP) • Capturing consumers who recently viewed a topic • 30-day look-back window refreshed every 7 days How do you use it? • Build audiences • Analyze - View survey-based insights • Activate

  9. We can add more Behavioral Attributes to the Taxonomy • If you don’t see what you’re looking for in the list of 500, tell us what you’re looking for! • We can add from 30K observed behavioral topics • Need to assess feasibility first – topic requires sufficient traffic

  10. Recognizing Behavioral Data • Breadcrumbs on Attribute Values and in Audience Definition • Behavioral Data mouse pointer icon on Attribute Values and in Audience Definition • Search by data type • Curated Reports display data source

  11. What Behavioral Data Is Not

  12. What Behavioral Data Is Not • Not Intent Data • Not Trending Topics • Not Keyword Search-Based Targeting / Contextual Targeting • Not Sentiment

  13. The Benefits of Behavioral Data

  14. Create an Audience of Females who read about Fly Fishing • Create – Create an Audience • Search for Fly Fishing • Search for Female • Save Audience as Females Reading about Fly Fishing

  15. Benefit: Insights on People Who Consumed Topics Online Research and Understanding • Psychographics • Media Consumption • Brand Affinity

  16. Benefit: Increase Precision with Behavioral Data Add precision to audiences • Find previously saved Traveling Millennials No Kids – • List Icon – Audiences – Search for Traveling Millennials without Kids • Click Ellipsis … icon – Select – View Audience • Search for Iceland – Select Tourism in Iceland from under Europe Travel • Include Tourism in Iceland

  17. Benefit: Increasing Targeting Scale with Behavioral Data Increase audience size • Cast a larger net • Enrich an Audience with a Behavioral data • Search for Reality Television Series – Add to Audience Definition • Note the increase in Addressable metrics

  18. Analyzing Behavioral Data

  19. Audience Metrics for Behavioral Attribute + Survey • Survey + Behavioral attribute = only Addressable shown • AND operator = 13.7M RCIDs are female and viewed content on “Home Improvement” at least twice in the last 30 days. • Tag + Behavioral attribute = only Addressable show • AND operator = 7.1M RCIDs hit the tag AND viewed content on "Home Improvement" at least twice in the last 30 days.

  20. Analyzing Behavioral Data • Generate curated reports • But cannot view Site Affinity, Category Affinity or Trend Report • Get Survey insights on Behavioral Audiences • But cannot see Behavioral data as insights • Use Audience Crosstab against Behavioral Audiences • But cannot include a Behavioral attribute in a compatible audience for use in Audience Crosstab

  21. Activating Behavioral Audiences

  22. Activating Behavioral Audiences • List Icon – Audiences • Search for Behavioral Audience • Click Activate • Select Activation Partner and Destination • Pick Start and End Dates • Choose Retargeting for Delivery Method • Click Start Delivery

  23. Summary What You Have Learned Pro Tips • Understand the source of Behavioral data • Learn the benefits of Behavioral data • Recognize Behavioral Attribute Values • Learn how you can analyze Behavioral Audiences • Activate a Behavioral Audience • Pay attention to breadcrumbs in the Audience Builder to quickly distinguish survey and behavioral data • Rely on Search heavily to find Behavioral Attribute values faster • Need additional Behavioral topics in the Taxonomy? Don’t hesitate to reach out to your CS Manager! FAQ For Additional Help • Q: Where do you get your Behavioral Data? • A: We observe 30,000 behavioral topics via our behavioral data stream that helps inform our predictive models. From our behavioral data feed, we used our Natural Language Processing (NLP) tool to extract a static list of 500+ Behavioral topics that people are consuming online. • Q: How is Behavioral Data different from Custom Behavioral Audiences? • A: Behavioral Data is automatically available in your Taxonomy. Custom Behavioral Audiences are created for you by Professional Services and loaded into your Resonate account. Learn more • Resonate Knowledge Base • What is Resonate's Behavioral Data? • How to Use Resonate's Behavioral Data? • How Do I Activate Behavioral Audiences? • What's the Difference between Topics and Behavioral Audiences?

  24. Quiz! • How often is Behavioral Data refreshed in Resonate? • How many categories does the Resonate Taxonomy have for Behavioral Data? • Can you include Behavioral attribute values in a compatible audience for use in the Audience Crosstab report?

More Related