There are some things you should keep in mind about how Contextual Data should be applied for the highest quality insights, targeting, and execution of ad spend.
Contextual Data is Directional
For example, looking at a group of people consuming articles about smoking does not guarantee that this group of individuals consists only of smokers. The case may be that individuals in the audience are consuming articles about how to stop smoking so they can help their loved one quit.
Contextual Data is Not Market Size Data
Similarly, audience metrics for Contextual Data should not be used as a market sizing tool. The number of people who are reading about smoking doesn't equal the number of people that smoke. Instead, search our Resonate Elements for market size data.
Contextual Data is Not Sentiment
There is also no way to decipher if the articles consumed are negative or positive towards smokers, so this data should not be used to infer sentiment. For example, this audience may consist of individuals who are researching the harmful effects of smoking.
Contextual Data is Not Trending Topics
Unlike Twitter trending topics, our Standard Contextual Study topics are static. If you need data on a recent topic, consult with your Resonate Customer Success Manager and ask about our Custom Contextual Studies!