The Audience Analytics report provides insights into the unique qualities of any audience you create in the Audience Builder. There are two modes for this report, normal and skew.
Normal - highlights all of the data points for the audience.
Skew - highlights the data points that stand out when compared to an appropriate baseline. The baseline used will depend on the type of audience you have created:
- The light blue line and numbers represents a baseline that the data point is indexed against to provide a point of comparison and reference.
The baseline defaults to comparing your audience to the "average social media user" in our audience database, but you can also select other audience you create as baseline to analyze more relevant comparisons.
This report has the following data points:
Demographics
The demographics of your audience. In skew mode, the data points that have a larger proportion when compared to the baseline are colored and all other data points will be greyed out.
Interests and Passions
These are top interests and passions of this audience based on who they follow, who they interact with, and the content that they engage with most.
The audience as a whole can also be filtered down by people who fall within specific Interest and Trait segments as well if you'd like to analyze a more granular group of people.
Social Connections
These are social profiles in which the audience is most likely to show affinity towards based on following and engagement.
The social connections chart can be filtered down by specific categories to help you uncover specific brands and people that the audience shows favorability towards.
Under the 'Show More' button, there are additional insights on the audiences including social values, top bio words and hashtags, as well as additional preferences and affinities.