AudienceView How-To Guide: How to Run a Digital Behaviour Report? (Part 1)

Transcription

1 AudienceView Hw-T Guide: Hw t Run a Digital Behaviur Reprt? (Part 1) What is a Digital Behaviur Reprt? A Digital Behaviur Reprt prvides detailed insight int the nline behaviur f yur audience. It allws yu t benchmark the perfrmance f industries, websites and search terms. Additinally, yu can use it t identify hw t engage yur custmers acrss digital channels thrugh their activity streams nline, where they g befre and after. What are the main benefits f Digital Behaviur Reprts? Digital Behaviur Reprts enable fast audience prfiling and analysis: Benchmark yur perfrmance nline against yur industry. Infrm search marketing and cmpetitive search strategies. Define the apprpriate digital channels t reach yur audience and achieve an ptimal media mix. Maximise nline partnerships t imprve traffic quality and vlume.

2 Running a Digital Behaviur Reprt Frm the AudienceView hmepage, click Create then select Digital Behaviur Reprt. Once the editing panel displays, enter a title fr yur reprt in the text bx at the tp f the page. Chse yur reprting perid via the Reprting Perid Begins and Ends drp dwns. The default will be the mst recent 4 weeks. Select yur target audience (segment) frm the Target Audience drp dwn, r enter the name f the segment in the search bx. Chse AV Standard - Online Ppulatin as yur Target Audience if yu wish t view the digital behaviur f the ttal nline ppulatin. Frm the Subject Type drp dwn, chse yur reprt type: Custm Sectin, Website Prtfli, Industry, Search Term Prtfli, Search Term r Website. Industry: Select All Industries (the default), r a specific Parent r Sub-Industry in the Subject Value field. The results will shw yu the visit perfrmance fr yur selected target audience, with the ability t click thrugh t the websites categrised int these industries.

3 Search Term: Type the search term in the Subject Value field. The results will shw the tp search term variatins fr yur selected target audience. Website: Type the website in the Subject Value field. The results will shw the perfrmance f the website yu have selected fr the target audience, clicking n the search terms tab will als shw the search terms driving traffic t the site. Nte: A sub directry will nt be valid. Fr example, r sprts.yah.cm are valid URLs, but nt Frm the tp right f the page, click Generate. Yu can wait fr the reprt t display in the Results panel OR g directly t the List Manager. The Digital Behaviur Reprt displays, shwing the behaviur f yur target audience acrss yur chsen Subject type. Metrics reprted include: By Industry/Websites: Visits Related: Rank, Ttal Visits, Visit Share, Desktp/Mbile Rate User Related: Unique Users (Beta), Reach (Beta), Average Visit per User Nte: Turn n Average Visits per User by clicking n Metrics -> User Related -> Average Visits per User (Beta). By Search Terms: Search Related: Rank, Search Share, Paid Share, Organic Share, Paid Rate/Organic Rate, Desktp/Mbile Rate User Related: Unique Users (Beta), Reach (Beta)

4 Wrking with the results Srt specific clumns by clicking the arrw t the right f the metric f interest. Chse the metrics t shw and hide by clicking n the Metrics buttn. Chse t display device specific results by clicking n the Devices buttn. Increase the number f results yu see n any ne page at a time at the bttm right f the reprt. By increasing items per page frm 100 t 500, this will mean yu are searching 500 results instead f the default 100. Explring the results Search bar Use the Search Bar t find a specific Industry, Sub-Industry, Website r Search Term. Under the Benchmarking tab, use the range Website and Search Term buttns t switch between results.

5 View sub-industries and websites visited by yur audience segment Frm the Results table, expand a selectin by clicking the name f a parent industry (e.g. Cmputers and Internet). The parent industry s sub-industries display (e.g. Cmputers and Internet Scial Netwrking and Frums), ranked by ttal visits frm yur audience segment. Frm there yu can drill int a website level. Alternatively, un-tick Parent Industries via the Tree View buttn at the tp f the reprt. Results will be ranked by ttal visits frm the audience segment, irrespective f what parent industry they fall in. If yu want t fcus n websites r custm industries yu can again use the tree view t d this

6 View search terms used by yur audience segment Frm the tp f the Results table, click the Search Terms tab. The reprt will display shwing the terms (e.g. facebk, yutube, etc.) searched fr by yur audience segment, ranked by their share f search clicks. Extend the search results returned via the Editing pane by selecting the +Add Extended Search Results buttn. Extending the search results will reveal a mre cmplete list f search terms used by the audience. This will assist in better understanding lng-tail search behaviur, and enrich Search Term Prtflis T create a Search Term Prtfli, tick the bxes next t the terms f interest and select Create Search Term Prtfli in the tp right crner f the results table.

7 Refining the results Click Edit frm the tp header f the reprt. Cmpare t anther segment Click Add Cmparisn and enter the name f the segment yu want t cmpare t. Frm the tp header f the reprt, click Generate. The results shw a cmparisn between the tw selected audience segments by Vlume Difference and Relative Difference. Add Activity Stream Click + Add Activity Stream, and then Generate. The reprt displays, with tw additinal Activity Befre and Activity After tabs in the results table. Please see ur Hw t Run an Activity Stream fr steps n interpreting the results.

8 Exprting and Scheduling the results T exprt the data, click the Exprt buttn n the tp right crner f the page. The Exprt reprt bx displays. Frm the Exprt As drp-dwn list, select either: XLSX fr an Excel file. CSV fr a.csv file. Click Exprt. The results are dwnladed in yur selected file frmat. T schedule the reprt t yur inbx, t save time lgging in each week, click Schedule n the tp right crner f the page. Once the pp-up appears, select the schedule perid and desired frmat. Still need help? Reach ut t ur Custmer Success Team fr supprt; Supprt.au@hitwise.cm