How you use your insights dashboard will depend on your business needs and the data you have available to start with. 

However, to give you an idea of the sorts of questions we have enabled people to answer, here are some examples. 

Please remember: many of the different attributes can be combined to ask more complicated or composite questions.  


How many customers do I know about?

The dashboard’s top bar provides a guide of the relevant audience size. Before you add any filters, you will see the number of customers for whom you have data that can be explored. 

As interest data is a key part of enabling you to create better segments, we will often only consider a user as part of the dashboard dataset if we have sufficient data to derive interests. 

As you add filters to the dashboard, the figures adjust to reflect the relevant people fitting your query. 

What proportion of my (total or filtered) audience is female? are there any outlying older / younger people?

For key demographic questions, the demographic attributes give you either a snapshot view or a full breakdown by age. 

What does my audience like?

You can delve into interests in a high-level or more tailored way. For dashboards with topics arranged into interest categories, you can see quickly what sport a group is interested in, for example. 

By dragging specific interests into the filter bar and placing them on top of one another, you can build custom combinations of interest - for instance, Premier League OR Sky Sports, for example, or a beer brand AND Premier League. 

How many people are relevant for a specific group of interests?  

This kind of segmentation question is one of the key uses of the dashboard, allowing you to combine different criteria and use the enriched interest data attributed to your customers. 

A simple example could be to create a 'custom audience' - this is a list based on a number of interests. 

Any customer with one or more of the interests attributed to them will be included in the segment. When you drag this list into the filters bar, you will see how many people this applies to.  

How much do monthly spend or data usage affect customers' demographics and interests in aggregate? 

By providing data that is separated (or can be separated) into quantitative groups, we can add these to your attribute lists and allow you to filter using these. 

With data usage or monthly spend, you would drag the criteria you wanted to investigate into the filters bar and see how the cards on the dashboard change. 

If the filters bar is previously empty, the arrows will show you the movement of various bits of information relative to the total audience baseline. 

We can also do the same thing with third party data. If a set of data points has been applied across the whole customer base, we can create bespoke attributes for these and allow the same sort of filtering. In this case, ONS categories: 


What does a particular interest mean?

As the interests surfaced by your audience can be incredibly varied or specific, you may be unsure what some mean. As our understanding of interest is closely tied to Wikipedia, you can expand any interest in the dashboard to see a Wikipedia summary explanation. This is possible wherever you see the third symbol in the bottom right as below. 

What else is related to particular interests? 

Not everything that your audience is interested in will be declared socially, so we are believers in the value of affinity- in other words, closely related topics that help you navigate what else might be relevant for a particular group. With the dashboard, this comes to life in the ‘related to’ cards. If there’s an interest you want to expand, drag it onto the ‘+’ and see what else is relevant. 

Where is my audience located?  

If you have location data available and want to include this in your dashboard, the location attribute gives you a quick snapshot of where your audience is based. 

This can help show if a region is under performing, or for example if a particular offer had a regional bias. 

When is the activity happening?

Very simple but useful attributes included in the dashboard can tell you the division of activity by the day of week and the time of day. You could potentially cross reference this information when planning campaign communications or promotional activity. 

What content is popular with a particular group? 

Where site content is a key element of customer activity to track, the dashboard can point to the specific content that’s trending for the group you choose. This is an example of an attribute where the calendar element would be useful. 

We also understand the key topics from the pages so you can see any common themes or anomalies worthy of your attention. 

While there are many many more questions that could be added to the list, hopefully this gives you a good head-start to understand the sort of questions the dashboard can help you compose and answer. 

For more detail about specific areas, or to arrange a demo, please contact us