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AudienceView ‘How-To’ Guides Digital Behaviour Report – Activity Stream

What is a Digital Behaviour Report?

A Digital Behaviour Report provides deep insight into the online and mobile behaviour of your

audience. It allows you to identify how to engage your customers across digital channels via site

visit, search behaviour ranking and benchmarking analysis.

What is an Activity Stream?

Activity Streams are a new concept describing the flows of activity leading up to a subject domain

or industry and following on from that subject domain or industry.

Each activity stream is defined with respect to a subject domain or industry and the unique

sequence of domains or industries leading up to or following on from that subject.

In other words, activity stream looks at the websites or industries the target audience segment visits before and after a particular website or industry.

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For example, considering the single user session below, if www.asos.com is the subject of the

Activity Stream report, then:

Google, eBay and Amazon occurred before ASOS (i.e. Activity Before)

Target and Facebook occurred after ASOS (i.e. Activity After)

Traffic Occurrences The default view of Activity Stream reporting is estimated traffic occurrences.

Traffic Occurrences – The estimated total number of times the target audience segment transitioned from one website or industry to the subject (activity before) or from the subject to another website or industry (activity after).

Note that traffic occurrence is a volume estimate of every site transition, even within a user’s session. A specific activity stream can occur multiple times, even with the one user as they ‘fire off’ multiple streams

Results in the Activity Stream report are ranked by traffic occurrences volumes.

Benefits of Activity Stream Activity Stream reports in AudienceView reveal the activity of a target audience segment prior to and after visiting a selected website or industry of interest. These insights help:

Identify opportunities to engage audiences on their preferred channels before they reach you or your competitors.

Marketers to discover where they lose their audience – an important consideration in developing more effective audience engagement and content development strategies.

Activity Stream reports are available for clients licensing applicable AudienceView packages.

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Running a Digital Behaviour Report with Activity Stream

1. Upon logging into the AudienceView platform, run a Digital Behaviour Report either by:

Selecting the ‘Create’ > ‘Digital Behaviour Report’ option from the top menu OR

Selecting the ‘Digital Behaviour’ button under Quick Links

2. Once the Digital Behaviour Report editing panel displays:

Enter a title for your report in the text box at the top of the page.

Use the Reporting Period Begins and Reporting Period Ends drop downs to select the time period. The default period will be the most recent 4 weeks.

From the Target Audience drop-down, select the audience segment for your report.

Tick “Include Activity Before & After Report”

From the Subject Type list, choose your report type: Custom Industry, Industry or Website.

o Choose the specific industry as your base universe from the drop down menu, or type the website domain in the Subject Value field.

Then click “Generate”.

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Navigating the Activity Stream Report Upon the Digital Behaviour Report loading, Activity Stream results are delivered in the “Activity Before” and “Activity After” tabs, with results ranked by traffic occurrence volumes.

Filtering the Results Activity Stream can be viewed via multiple dimensions and filters.

Search Bar: Find a specific industry, sub-industry or Website across all results returned.

Devices: Break down Activity Stream by desktop activity, mobile activity or both (combined desktop and mobile) to tailor your marketing activities to the user experience.

Tree View: View Activity Stream for parent industries, sub-industries or websites by

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o Expanding and collapsing an industry tree in the report rows or

o Selecting a different tree filter from the new Tree View selection menu.

New Sessions Upon selecting only Websites on the Tree View menu, a new session will be available on the Activity Before tab.

New sessions provide insight and quantify how many times the subject of the report was the first visit by the target segment when they started a new session.

This information helps marketers to best comprehend the user journey and their brand strength in relation to competitors.

Activity “Steps” The Activity Stream report provides insights into not only the activity 1 step before and after a subject, but 2-5 steps before a subject as well.

1 Step – The estimated volume of Traffic Occurrences to sites or industries immediately before (activity before) or immediately after (activity after) the subject website or industry of the report.

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2-5 Steps – The estimated total volume of Traffic Occurrences to sites or industries within 2-5 steps before (activity before) or after (activity after) the subject website or industry of the report.

This extended-depth provides marketers with insight on even more opportunities to reach audiences upstream and even more insight downstream to influence engagement and content development strategies. Advanced 2-5 Steps Activity Stream reporting is available for clients licensing applicable AudienceView packages. The 2-5 Steps dimension sums reported activity estimates for activity occurring between 2-5 steps (inclusive) before or after the subject of the report, respectively.

Activity Stream with a Comparison Segment

A comparison segment can be added in the editing panel by selecting “Add Comparison”

Select the segment you want to compare in the drop down menu, then click “Generate”.

Upon loading, the Digital Behaviour Report displays a comparison between two audience

segments by both Volume Difference and Relative Difference.

Volume Difference: A size comparison between audience segments.

Relative Difference: A comparative ratio of two audience segments.

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Determine volume and relative differences across traffic occurrences for industries, sub industries or websites by selecting the Tree View button.

How to read Volume and Relative Difference

Volume difference: Women aged 18-34 visited www.google.com and then www.asos.com

957,391 fewer times than the online population did during the period 28/08/2016 –

24/09/16.

Calculation: Occurrence 1 – Occurrence 2

(e.g. 802,761 – 1,760,152 = - 957,391)

Relative difference: Women aged 18-34 are 54 times less likely to visit www.google.com

and then www.asos.com compared to the online population during the period 28/08/2016 –

24/09/16.

Calculation: (Occurrence 1 – Occurrence 2) / Occurrence 2*100

(e.g. (802,761 – 1,760,152) / 1,760,152 *100 = 54.39%

Exporting the Results

From the top right corner of the report, click “Export”.

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When the Export Report box displays, select the drop-down list, select your type of format

and content from the drop down list

Click Export. The report results are downloaded in your selected file format

* TIP – export your results and sort by Relative Difference from largest value to smallest. This will

allow you to better understand and visualize the most likely (and least likely) traffic occurrences for

your audience segment, and hence how to better reach that audience.