Understanding Behavioral Data: Source, Analysis & Activation

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?