Using Audience Analytics

Use the audience analytics suite to get actionable audience insights across all events in your data. Audience analytics reports enable you to do pre-campaign analytics to understand your audience composition before running an impression, optimize a current audience on any event (impression, click, conversion, and so on), and verify that you're serving to the audience you want to hit by campaign, by site, and even by placement.

Audience analytics allow you to:

  • Profile customers and discover new audiences.
  • Model target audiences.
  • Profile and grow current visitors to generate look-alike models using demographic, geolocation, interest, and in-market attributes.
  • Discover non-intuitive attributes of converters for audience expansion.
  • Analyze performance: attribute revenue and gain better insight into customer experience.
  • Optimize your audience and media mix based on known first party performers who drive the most valuable parts of your funnel.

To use audience analytics, it must be enabled for your partner seat and your user role. To enable it for your partner seat, contact My Oracle Support (MOS).

Audience analytics reports

You can use the following audience analytics reports to create, grow, analyze, and optimize audiences and your performance:

  • Discovery reports: Identify which audiences, floodlight activities, and sites are working best.
  • Audience profile report: Understand how your audience correlates with specific categories when compared to the overall (Oracle Data Cloud platform) internet population.
  • Funnel analysis report: Target converting users and extend your campaign to leverage new opportunities.

Discovery reports

The discovery reports help you identify categories that are highly-correlated to a defined audience, media, sites, or conversion (floodlight activities) events. You can use this report to discover new audiences, extend your target audience during campaign planning, improve your campaign performance, and ultimately increase the return on your advertising dollars. The report shows how an audience correlates to the 30,000+ data categories in the Oracle Data Cloud taxonomy. It leverages the entire Oracle Data Cloud universe, including our exclusive inventory of millions of in-market shoppers and keyword searchers.

Audience profile report

The audience profile report is similar to the audience discovery report in that it helps you identify behavioral and demographic information about your audiences. The difference is that the audience profile report shows you how your audiences correlate with certain categories compared to the overall Oracle Data Cloud universe, while the audience discovery report identifies new audiences that are similar to your existing audiences.

Funnel analysis

The funnel analysis report helps you enhance your audiences and go deeper down the sales funnel. The funnel analysis report provides a matrix view of the conversion funnel that helps you understand how to optimize your campaigns and audience targeting. It helps you turn more impressions into clicks, and turn clicks into conversions, and get more users who look like your converters.