11.2. Demographic Insights

Audience Insights data details vary based on the category of the audience and ADARA updates Insights data every week. The following examples show the insights that correspond to Finance, Retail, Experience, and Demographic audiences.

• 11.2.1. Conversion Recency
• 11.2.2. Conversion Frequency
• 11.2.3. Gender Distribution
• 11.2.4. Activity Dispersion
• 11.2.5. Loyalty to Brands

See 15. Audience Definitions for more details on industry-specific solutions.

11.2.1. Conversion Recency

This column chart shows the distribution of the number of days since the last buyer event. Hover your cursor over each column to view a detailed tooltip.

Cortex Catalog - Audience Insights Detail for Conversion Recency Column Chart

11.2.2. Conversion Frequency

This column chart shows the distribution of the number of responses based on the campaign, captured across ADARA's data consortium. A conversion is a specific action taken by a consumer, in this case the individuals within the selected audience, based on the campaign. Conversion examples, or Buyer events include a click, purchase, download, etc.

• The X axis shows ranges for the number of conversions per year.
• The Y axis shows the percentage of individuals within the selected audience that made purchases for each range.

Hover your cursor over a column to view details for that column.

Cortex Catalog - Audience Insights Detail for Conversion Frequency Column Chart

11.2.3. Gender Distribution

This donut chart is based on the gender of the buyer, and is updated weekly. It shows the proportions for male and female components. Hover your cursor over each donut segment to view a detailed tooltip.

Cortex Catalog - Audience Insights Detail for Gender Distribution Donut Chart

11.2.4. Activity Dispersion

The map view presents geographic data on a responsive, interactive map. The map circles are drawn based on location information derived primarily from mapping IP addresses, then we sort these locations by state for the USA and by country for the rest of the world. We size these circles based on the relative distribution of this location information.

• Hover over a circle to view a pop-up tooltip showing the name of the data group and the number of unique elements in that group. Hover away to dismiss this tooltip.
• Select the + or - in the lower right corner of the map to zoom the map view larger or smaller. The default view is sized to display the continental United States and parts of Canada.
• Click and drag anywhere on the map other than the above items to pan the map and data. The keyboard arrow keys pan the map, as well.

Cortex Catalog - Audience Insights Detail for Activity Dispersion Map

11.2.5. Loyalty to Brands

This column chart shows the distribution of the number of loyalty memberships a buyer has. There are five tiers of Loyalty to Brands: 1, 2, 3, 4, and 5+ members. Hover your cursor over each column to view a detailed tooltip.

Cortex Catalog - Audience Insights Detail for Loyalty to Brands Column Chart

Select Back in the upper left to return to the previous view.