Audience Mapper is part of a set of insights that helps you optimize your campaign plan. It allows you to:
Check that topics planned closely together don't target the same audience.
Identify new topics to add to your campaign plan.
For a given offer type, the matrix shows the audience's affinity between two offers.
The warmer the color, the more similar the audience.
The colder, the more different the audience.
💡 Note
Offers displayed in the
Matrix Vieware the 50 most-sold ones over the last 30 daysThe overlap is calculated on the top 5% of customers.
Viewing audience overlaps with the Matrix View
When hovering over the matrix view details of the overlap are displayed. You can refine your analysis by filtering on a type of offer in the drop-down menu on the left-hand side (brand, category, subcategory, etc.). Here we have selected brand
In the Matrix View the 50 best-selling offers over the last 30 days are displayed. Audience similarity is calculated in the top 5% of customers with the highest appetency.
The order in which these offers are presented in the view goes from the offers with the most similarity to those with the least similarity.
💡 Recommendations
Based on this input, you can adapt your plan by either:
Combining those offers within the same campaign if both items make sense from an editorial standpoint.
Reschedule the campaign dedicated to one of these two offers at another time to avoid over-soliciting customers or degrading campaign performance if pressure rules are applied.
Viewing audience overlaps with the Search View
The search view allows you to refine the analysis of audience overlaps on specific offers.
💡 Recommendations
Using this information, you could decide to:
separate the two offers into two different campaigns,
keep them in the same campaigns without risking cannibalization as their public is very different.
💡 Tips
The platform offers an offer recommendation system to help you identify offers with a lot or little overlap.
Depending on your need, you can filter the list on an overlapping level with the Hot (70-100%), Warm (30-68%) or Cold (29-1%).
Once you have selected your filter, the engine offers you a list of offers ranked from highest to lowest turnover.