Measure the Uniqueness of Your Consumers with Audience ComparisonAugust 07, 2017
The best marketing campaigns all have one thing in common: they’re unique. But creativity alone isn’t what earns these companies their success. It’s a keen understanding of their target audiences that keep their campaigns cruising forward.
Nike, for example, has long maintained a marketing empire around the slogan “Just do it”—three words that concisely capture a feeling that anyone who exercises can relate to.
Dove’s hallmark “Campaign for Real Beauty” similarly addresses values and causes that are near and dear to women. (Meanwhile, Dove Men+Care campaigns have unveiled a more realistic depiction of masculinity.)
It goes without saying that to be unique, you need to first know what makes your audiences different and how your brand fits into their everyday lives.
That’s why we’re excited to introduce you to Audience Comparison, a new report for helping you understand what sets your social media audiences apart. With Audience Comparison, you can compare any two audiences and analyze them against a baseline to distinguish what interests, traits, and locations are unique to them.
Building a Report to Compare Target Audiences
Audience Comparison is available to any customer with a Zoomph Enterprise account. For more information on our packages or to upgrade your plan, please visit our pricing page.
Audience Comparison works in tandem with our Audience Builder, which lets you create lookalike and actalike audiences from rosters of real social media users. If you haven’t already, you can enable Audience Builder by emailing us. Then, access Audience Builder from your left navigation menu and build a new audience by following the step-by-step instructions.
Once you’ve created at least two different audiences, click “Comparison” under “Audience” in the left nav. Select the audiences you want to compare, along with a baseline.
The baseline is a standardized population ranging from social media users in the U.S. or the whole world, to users on Twitter or Instagram.
Create your report, grab a coffee, and settle in for an informative data sesh. Your report will include two different ways to view data.
The Bar View
The Bar View enables you to visually see how your audiences stack up against one another. You can filter this chart in three different ways:
- Skews Audience A
- Skews Audience B
- Similar Categories
The chart will show results across five different categories: namely, top interests, most-followed Twitter handles (Twitter Followers), most common bio words, demographics, and locations.
So, if you filter data by “Skews Audience A,” then you’ll see the top shared (and statistically significant) interests, locations, and more by people in Audience A.
Interests are calculated using a variety of factors, including users’ engagement histories and profile biographies. Locations will include bio locations and checked-in/tagged locations.
You can then sort (or order) your chart by Baseline %, Audience A %, Audience B %, and Chi-Square values. In other words, if you choose “Sort by Audience B %,” then the chart will show results in descending order from the most prevalent interests, locations, and more in Audience B—even though the data set as a whole may be specific to Audience A from your earlier filter choice.
On the bar chart, you’ll also notice a blue line signifying your baseline. This helps you measure how unique your target audiences are in comparison to a larger population. Some ways to read this:
- If the bar extends to the right of the baseline (or above the value of 1), it indicates that the category is more likely to be in the audience than in the baseline. A value of 1.4X indicates that the category is 40% more likely to be found in the audience than in the baseline.
- If the bar extends to the left of the baseline (or below the value of 1), it indicates that the category is less likely to be in the audience than in the baseline. A value of 0.7X indicates that the category is 30% less likely to be found in the audience than in the baseline.
For a closer up view of your data, change to the Table View.
The Table View
The Table View lets you see exactly what’s happening when you switch filters or sorting options.
We recommend you use this view to analyze specific numbers. From here, you’ll see proportions showing exactly how prominent a category is among your audiences.
On the right side of your table, you’ll see a column for chi-square. Chi square is a statistical test that can be used to see whether two distributions differ from each other. The higher the chi-square value is for a category, the more likely the two distributions are unrelated in that category.
We use chi-square to also evaluate how similar the presence of a category is in both audiences. If you click “Similar Categories” in your filter menu, you’ll receive categories with chi-square values that are lower than a certain threshold—meaning, your audiences have a higher chance of being related in those categories.
For more information about chi-square or how to use Audience Comparison, visit our Help Center.