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: self-serve in Cortex

Build your own Custom Engaged Audiences in Resonate Cortex. Describe the audience you want in plain language, and Cortex finds the people engaging with related topics right now, including niche topics no standard topic covers. Choose a lookback window of 7, 14, 30, 60, or 90 days, see the audience size and engagement trend, and activate in the same session. A full build takes about 30 minutes.

Custom Engaged Audiences you create in Cortex are also available in Ignite under Custom Data > Custom Engaged Audiences.

Self-serve Custom Engaged Audiences in Cortex is an add-on available for your account. To learn more, reach out to your customer service team. Learn more: What are self-serve Custom Engaged Audiences in Cortex?

Our team can still build Custom Engaged Audiences for you. Contact your customer success team.

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 - Standard Engaged Audiences are ready to use from day one. Build Custom Engaged Audiences yourself in Cortex in about 30 minutes.

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

Build options in self-serve Custom Engaged Audiences

• Lookback window: Choose 7, 14, 30, 60, or 90 days.
• Topics: Start from a plain-language description, then remove topics, search for more, or add similar topics Cortex suggests.
• Size and trend: See the expected audience size and daily engagement trend before you create the audience.
• Analyze and expand: Run an Audience Profile, split the audience into segments, or extend reach with look-alike modeling.