AudienceView ‘How To’ Guides “How to Identify Over-Indexing Websites”

Purpose for identifying the sites your audience over-indexes for

The Digital Behavior report allows you rank the sites your audience visit. We can then compare this to a base

audience i.e. the online population to then ascertain the sites/ industries your audience over-index for. This

allows you to pinpoint sites/ industries that your audience has an affinity with over and above the general

online population.

What are the benefits of identifying these over-indexing sites?

These reports reveal the sites for which your segment has an affinity with and provides opportunity

to create White Lists of sites that your target audience are more likely to visit. This targeted approach

can help identify which potential affiliates are most likely to reach the selected segment. It ultimately

helps you define the appropriate digital channels to reach your audience and achieve an optimal media

mix

How to run an Over-Indexing Websites Report;

Once in AudienceView, you can navigate to the ‘Digital Behaviour’ page by clicking on ‘Create > Digital

Behaviour Report’.

You can then select your chosen Target Audience for which you want to analyse – e.g. ‘18 – 34 Audience’ in

the above example. In order to find the site your audience over-index for you will need to ‘Add Comparison’.

In the above example the Online Population has been selected as the Comparison Target. You are also able to

add a segment as the comparison target if needed.

For the Subject Type the default is Industry, within the Subject Value you are able to look at a particular

industry of sites. Alternatively, selecting ‘All Industries’ allows you to view all sites catagorised within the

platform. You are also able to change the Subject Type to Website Portfolio if there were a particular list of

URLs you wanted to look at.

The reporting period beginning and end dates can also be set using the drop downs at the top of the page. The

minimum period you can select is one week.

Once you have selected the necessary settings, you can enter a title in the name box at the top of the page, and

then click ‘Generate’. Your report will load when it has completed, or alternatively you can go to ‘Manage >

Digital Behaviour Reports’ and select the report from the list.

Understanding the Results

For the below report we are looking at the segment of 18 – 34 Audience with the Subject Type as ‘Industry’

and Subject Value as ‘All Industries’. This will initially rank all industries by the number of total visits they

receive from your chosen target audience as shown below.

Using the Tree View we can modify the report from looking at the parent industries to look more specifically

at sub-industries or websites as shown above. With any level of report, or when using a website portfolio as

the subject type the key metric to identify Industries/ websites your audience over-indexes for is Visit Share

Relative Difference.

The Visit Share Relative difference as highlighted above, provides a comparison between proportional visit

share for the target audience against the comparison audience. When this number is positive, the target

audience over indexes for the website/industry. Conversely, when the number is negative the target audience

under-indexes compared to the base audience.

For the example above we can see for the 18-34 Audience, these individuals over index by 26% for visits to

Youtube and under-indexes for visits to Google compared to the online population.

You are also able to export the raw data from the Digital Behavior Report as an XLSX or CSV file. Within

this, you can filter the metric column to visit share and rank the relative difference column from highest to

lowest.

Ranking by Relative Difference

In the below instance the digital behavior report has been replicated with the target audience of 18- 34 year

olds but subject value has changed from ‘all industries’ to ‘shopping and classifieds – rewards and directories’

as shown below the report will only generate with sites that are categorised within the industry selected.

To rank the sites by relative difference the data needs to be exported, select the format Digital Comparison

CSV or XLSX (top websites) with the maximum limit of 10000.

All columns of the data need to be highlighted and under the Sort & Filters drop down Filter needs to be

selected.

This then enables us to filter the report to solely look at

‘visit share’, to do so under the Metric filter drop down

deselect all except the Visit Share.

Under the Relative Difference filter drop down select Sort

Largest to Smallest.

The sites will now be ranked by visit share relative difference in comparison to the online population

and will determine the sites the target audience is more likely to visit. Identifying over-indexing sites

within this way can help with creating White Lists.