With MNTN’s new Audience Segment Reporting, you now have the ability to view performance by each individual audience segment that you're running in your Prospecting and CRM campaigns. This will allow you to compare the performance tied to each of your audience’s individual interests, behaviors, intents, and attributes, informing more effective ways to test, learn, and optimize Performance TV campaigns.
Why Give this a Try?
- Use segment-level data to optimize your audiences and drive better performance
- Test an unlimited number of audience segments to learn more effectively
- Leverage detail and transparency that goes beyond what’s available on other channels
In this article we’ll review:
Understanding Audience Segment Data
- This report looks at your Oracle 3rd Party Audience segments and your CRM segments
- Data is reported across all individual segments, meaning the performance is not de-duped if one individual falls into multiple audience segments. See here for example
- This report is filterable by "Segments" but currently we do not support filtering by other dimensions such as campaign, creative, geo location, etc.
Reading the Report
In this report, you’ll find 3 distinct sections to better evaluate and understand your data.
Top 5 Segments: Spend and Users Reached
In this section of the report, we can evaluate our top 5 audience segments against one another by Spend and Users Reached.
Leverage this section of the report to evaluate spend and reach across your top segments. This report can help to inform exactly which customer attributes, interests, or behaviors are receiving the highest coverage across your campaign.
Top 10 Segments: Conversion Volume
In this section of the report, we’re able to evaluate conversion performance across our top 10 segments by conversion volume.
Use this data to determine which audiences are driving the highest volume of conversions, and the comparative spend against that audience in order to best evaluate efficiency.
You can also select other available metrics to sort your audience segments by in the top right hand corner of this graph. Choose from any one of the many metrics available, which are also available in the below Segment Details Data Table.
This reports allows you to dive into the nitty-gritty data of your audience segmentation strategy by showing line by line reporting on all individual segments.
An individual can fall into multiple audience segments, especially if your segmentation strategy includes similar attributes, encouraging overlap. What this looks like is as follows;
- Health Food Store X is targeting individuals who have an interest in Organic Foods, as well individuals who are likely to use Buy Online, Pick up in Store.
- Even though these are 2 separate segments, prospects could fall into both of these segments depending on their interest and behaviors
- If a prospective customer falls into both audience segments and makes a purchase, that purchase will be recorded under both the Organic Foods and Buy Online, Pick up in Store segments, recording the conversion twice
What if you are using "and" statements in your data? How should you best read results to evaluate performance?
- If you include "AND" statements in your segment targeting, the audience segment report will show user level performance tied to ALL segments that a user falls into like mentioned above.
- For example: if a user falls into "Extreme Fitness" segment "AND" "Household Income of $49k+" segment, the impression, visit, and conversion behavior will show up under both segment line items.
- In the scenario where there’s an AND statement, you will likely see the "AND" statement, in this scenario, "Household Income Segment", continue to be a high performer because its a requirement for their overall audience. This means that every user will fall into at least 1 of your "and" statements in order to receive MNTN advertisements
- You can also compare the "and" statements to each other, which is our preferred recommendation of viewing the data. I recommend leveraging the filter feature of this report, where you can chose to select only the segments that you have layered into the "AND" statement segment list.
Evaluate the efficiency of all individual audience segments by leveraging the most relevant metrics to inform your decisions. You can see data from users reached, conversions, ROAS, and more!
Exporting your Audience Segment Data
Exporting: You have the ability to download this table into an excel file as well. Hit the "Export" button on the top right-hand side of the table to prompt a .xls download.
- Analyze Significant Data: We recommend launching your campaign for 30 days, then analyzing segment-level performance in order to ensure you’ve gathered enough data to inform your decisioning.
- Keep Your Goals in Mind: We'd recommend removing any segments that are the furthest from achieving your goals. Any segments that are achieving or exceeding your goals (even if they are the lowest performers), we'd recommend keeping in place. Arming your audience with a variety of segments increases the available scale of your overall campaign and provides our automated optimization more options to help drive performance.
- Compare Differentiated Segments: When analyzing performance, it's important to focus on segments that are unlikely to have significant overlap and/or data collected in differing ways. This will help provide the clearest direction to guide effective optimizations.
- Consider “And” Statements: When creating an audience using “And” statements between segments, you’ll only be targeting the overlapping users who fit into both of these audience pools. While “And” statements are a powerful targeting tool, it’s important to note that they will remove the ability to compare outcomes you would have generated from each individual segment you’re connecting. If your goal is to test a multitude of segments and identify top performers, then we recommend leveraging as many “Or” statements as possible when building out your audiences.