AudienceView How-To Guide: How to Run the Profiler? Part 1 (Website or Website Portfolio)

The Profiler

The Profiler contains key metrics and trends to help users uncover important insights from the

AudienceView platform.

Using the Profiler

You can access the Profiler via the home page.

To begin, start by typing a website URL, the name of a website portfolio, or the name of a

segment. As you type, matching results will populate. Select the desired subject from the

drop-down.

Upon generating, you are provided with a summary of your query:

o Reporting period: The most recent 4 weeks.

o Subject: The type of query selected (i.e. Website, Website Portfolio or

Segment).

o Query: What you are profiling i.e. a Website URL and the associated industry,

your Website Portfolio (custom industry) or the name of a Segment.

For Instructions for a segment see our ‘How to run the Profiler? Part 2’ guide.

Note: The Profiler will default to the 4 most recent weeks of data and the Online Population is the default base. Future

releases will allow users to select different reporting periods and bases. Metrics provided will vary depending on whether

you are looking at a website, website portfolio or a pre-created audience segment.

‘Analyze Digital Performance’ Tab for a Website or Website Portfolio

This first tab on the Profiler report analyses key performance metrics and digital benchmarking

results.

Industry Analysis:

The top of the Performance tab will show you a website’s Total Visit ranking result overall, in

the parent industry and in the sub-industry.

Hover next to the rank number to view if the rank position has increased, decreased or

stayed the same compared to the previous 4 weeks.

Note: This industry analysis will not be included if you are looking at the results of a website portfolio.

Digital Performance Metrics:

The consolidated figure for each metric over the 4-week period can be found in the left

hand panel.

You can choose the metric to be charted by clicking on it. Each performance metric will

be charted week by week.

You can click on any of the metrics within this tab to click-through to the relevant Digital

Behavior report to explore the data in more depth.

Digital Performance Metrics Glossary:

Total Visits: The total number of visits to the website or website portfolio.

Visit Share: The percentage of traffic the website or website portfolio receives out of all

websites measured online.

Search Share: The percentage of search clicks received by the website or website

portfolio out of all websites measured online.

Organic Share: The percentage of organic clicks received by the website or website

portfolio out of all websites measured online.

Paid Share: The percentage of paid clicks received by the website or website portfolio out

of all websites measured online.

Unique Users: The estimated number of individuals (Unique Users) visiting the website or

website portfolio.

Reach: The percentage of the total online population that visited the website or website

portfolio.

Average Visits Per Unique User: Number of times on average individuals (Unique Users)

visited the website or website portfolio.

Rate Charts:

Paid vs. Organic Rate: This chart shows the breakdown of all search traffic (Search Clicks)

to the website/portfolio.

o Paid Rate: The percentage of paid clicks received by the website or website

portfolio.

o Organic Rate: The percentage of organic clicks received by the website or

website portfolio.

Desktop vs. Mobile Rate: This chart shows the percentage of Total Visits to the queried

website or website portfolio that were from a desktop vs. a mobile device.

‘Develop a Competitive Plan’ Tab for a Website or Website Portfolio

Benchmark Trend Report:

The benchmarking chart trends key metrics for the queried website, or website portfolio,

for the 4-week report period, as well as the closest 8 competitive websites (via rank) in the

industry/sub-industry selected.

Note: If you are running this report for a website portfolio, only the websites added to the portfolio will show.

Benchmark Trend Metrics Glossary:

Total Visits: The total number of visits to each website in the competitive set week by

week.

Visits Share: The percentage of traffic each site receives out of all sites within the

industry/sub-industry selected (for a website query) or the designated competitive set

(for a website portfolio query).

Unique Users: The estimated number of individuals (Unique Users) that visited each

website in the competitive set each week.

Reach: The percentage share of individuals (Unique Users) reached by each website

within the competitive set week by week.

Average Visits per User: Number of times on average individuals (Unique Users) visited

each website in the competitive set.

Choose Competitor Websites:

You can choose the sites to include in the Benchmark Trend Report, to assist your selection

you can filter by either;

o 50 of the closest competitor websites

o Top 10 Industry Competitors

Chart up to 9 websites at once by un-checking and checking the boxes next to each

website to update the trending chart.

Note: If you are running this report for a website portfolio, only the websites added to the portfolio will show.

‘Profile Your Audience Tab for a Website or Website Portfolio

This tab will give quick insight on the audience for a website or website portfolio by highlighting its

key demographic characteristics: Age, Gender, Geography, Mosaic Group and Household

Income.

View the breakout of each characteristic by:

Index: The likelihood of the website or website portfolio to meet each attribute compared

to the online population (100 = average).

Percent: The percentage share of each attribute for your website or website portfolio.

Projected: The estimated population size of each attribute for your website or website

portfolio.

You can also look at a combined view of the above, just select the ‘Graph by’ button;

Age:

Uncover the largest, most over-

indexed and most under-indexed

age groups.

Hover over the bar graphs and

charts to view the percentage,

index and estimated population.

Gender:

Uncover the percentage, index,

and estimated population of your

audience that is male or female.

You can also understand the

breakout of these metrics by age

group on the chart to the left.

Geography:

Uncover the largest, most over-

indexed and most under-indexed

age State/ Territory.

Understand the percentage,

index and estimated population.

Household Income:

Uncover the largest group size, most over-indexed, and most under-indexed household

income bracket of your audience. Hover over the bar graph to view the percentage,

index and estimated population of your audience by household income bracket.

Mosaic Australia Group:

Mosaic takes the lifestyle and psychographic attributes of households to create 13 groups.

Use this data to maximise the effectiveness of your marketing campaigns, media plans

and affiliate partnerships.

Click through the Group letter to go to the Mosaic Interactive Guide, which will provide

you an in-depth overview of each Group.

‘Reach Your Target Audience’ Tab for a Website

The Reach Your Target Audience tab shows you where the Unique User is coming from and going

to one click before and after the selected website in the 4-week report period. This can help you

understand where you can reach your target audience, as well identify websites competitors are

working with to successfully drive traffic to their site.

Activity Before vs Activity After Report

The summary provides a breakdown of the top 10 most visited websites one-click before

and one-click after the selected website, ranked by Unique Users.

You can filter the results by a different industry (i.e. Portals, Social Networking, News &

Media).

In this example the top website (across all industries) visited one-click before

www.jetstar.com was www.google.com.au, followed by new sessions.

A ‘new session’ refers to when a user did not visit any website beforehand, but went

straight to www.jetstar.com when they opened a new browser session.

Top 50 Activity Websites

The table underneath the chart allows you to view the top 50 Websites visited one-click

before and after the selected website. Each website will break out the Traffic

Occurrences, Occurrence Share, Unique Users and Reach of each site.

Chart up to ten websites in the chart by checking an un-checking the websites.

If you have selected a specific industry, then the Top 50 Before and After Websites will be

filtered to that selected industry.

Activity Websites Glossary

Traffic Occurrences: The total number of times (occurrences) users interacted with a

website one-click before (or after) the subject website of the report.

Occurrence Share: The percentage share of occurrences (interactions) with a website

before (or after) the subject website.

Unique Users: The estimated number of individuals (Unique Users) that visited the

website one-click before (or after) the subject website.

Reach: The percentage share of individuals (Unique Users) who interacted with a site

one–click before (or after) the subject website.

‘Reach Your Target Audience’ Tab for a Website Portfolio

The Reach Your Target Audience tab for a Website Portfolio shows —within industries that are

more prone to support ads — the websites where the queried audience is more likely to be found.

This can help you understand where display advertising will likely have the most success in

reaching and engaging your target audience.

Top Ad Support Websites

The Summary table highlights the top 25 websites to reach your audience ranked by

index. This table shows the sites in your audience (those who visit your Website Portfolio)

are more likely to visit when compared to the online population.

You can filter the results to focus on different industries and also switch the metric between

Unique Users and Total Visits.

The table below reveals the best ready-to-activate audiences to focus on in your

advertising efforts using Mosaic Groups.

Exporting results from the Profiler

Once you have run a profiler report you have the ability to export the data tab by tab.

Go to the tab you want and select Export from the top right of the page.

From there choose either PDF or Excel format.

If you choose the Excel format you will need to select the ‘enable data/ content’ once it

downloads for the table and charts to populate with data.

By exporting data as an Excel from the ‘Profile your Audience’ tab you can change the

metric between Percentage, Index and Projected.

For the Reach Your Audience tab you can filter the exported results by key industries (i.e

News & Media, Portals and Social Networking

Alternatively, you can download a basic visual anywhere you see three horizontal lines on

a chart or table.

Still need help? Reach out to our Customer Success Team for support; Support.au@hitwise.com