What are Engaged Audiences?

Why are Engaged Audiences valuable?

Our Engaged Audiences give you a real time understanding of who is reading and engaging with your business topics online. Engaged Audiences leverage Resonate’s behavioral data feed that passively observes 30B digital consumption events daily. Using Natural Language Processing (NLP) and by dissecting keywords and specific URLs that come from ad supported sites, we look for consumers engaging with your business topics online so that you can better understand and reach those consumers. There are two forms of Engaged Audiences – Standard and Custom. 

Standard vs. Custom Engaged Audiences

1. Standard Engaged Audiences

We observe 30,000 topics through our behavioral data stream that helps inform our predictive models. We've extracted 1,000+ topics that people are consuming online from this data feed using our Natural Language Processing (NLP) tool. The standard list of topics are available for all clients in the platform under Additional Data – Engaged Audiences. This gives you hundreds of attributes in the platform for audience building and research from Day 1.

Standard topics span different categories like: Style & Fashion, Business and Finance, Travel, Sports, Books and Literature, Events and Attractions, Personal Finance, Technology & Computing, and more! They are refreshed weekly and are based on the most recent 31 days of browsing behavior.

2. Custom Engaged Audiences

Custom Engaged Audiences are the custom version of our Standard Engaged Audiences. They are built by pulling keywords from singular urls on ad supported sites. 
 
You can use Custom Engaged Audiences to complement the standard set with hyper-targeted custom topics relevant to your business. Delivered exclusively to your Resonate account in just a few days, these custom studies are perfect for understanding and analyzing consumers who are showing interest in your specific business topics online right now.

Benefits of an Engaged Audience:

• Understand Values and Motivations - Analyze your Engaged Audience with our 15K+ insights, including Nielsen DMAs® to understand more about people consuming specific topics online.
• Deliver Relevant Content - Engage with consumers and tailor your messaging and creative based on the topics they’re consuming online.
• Build Complex and Precise Audiences - Use this audience to hone or expand upon your existing audiences.
• Personalize to Your Business - Add your first-party data and data from your digital footprint for a personalized cut of the analysis.
• Get Results Fast - Studies are delivered within days, and monthly or one-time delivery options are available.

It's important to note that this data is based on what topics people are reading about, not what topics people are searching for. 

Additional Parameters Available to Customize Contextual Studies​

Lookback Window: ​

• Standard is 30 days for activation or look-a-like modeling:​
  • Baseline comparison for Connected Profiles is a 30-day lookback window​
• Can build up to 90 days (if needed) for building insights*:​
  • Standard is to build in 30-day increments but able to be flexible with timing*​
• Flexible timeframes possible*​

Audience Building Capabilities (Immersive behaviors): ​

• Someone visiting multiple URLs with one topic​
  • ex: Viewed Marvel content more than once​
• Someone viewing the topic on more than one day (i.e. different days)​
  • ex: Viewed Marvel Content 2+ days within timeframe