To provide you with greater data transparency and empower you to make the best decisions with your data, we implemented data notifications to bolster your understanding of audience metrics as you are building audiences in the platform. One of these alerts notifies users that they have added a Connected Profile attribute to their audience.
But first, what are Connected Profiles? And what is a Connected Profiles attribute?
Connected Profiles are the freshest data on 200M individuals with 13,000+ insights connected to your marketing system. AI and predictive algorithms model our 13,000+ Resonate Elements from the National Consumer Study (NCS) and observed online behavior to create 200M unique Connected Profiles on over 550 devices. The Resonate Identity graph connects first-party web, mobile and offline data to our Connected Profiles to be leveraged anywhere in a marketer’s ecosystem. Think of them as the connective tissue between our NCS data and your marketing ecosystem.
Attributes that leverage our Connected Profiles consist of Tags, Contextual Studies, Flash Studies, Imported 1st and 3rd party data, and Geography data.
Second, did you know there are two data universes?
Resonate has various types of attributes in the platform that come from different data sources.
When you are creating audiences in the platform and combining attributes, we want to signal to you when you are mixing attributes from different data sources to help you interpret and understand the implications on audience metrics for insights and activation.
Our data comes from two different “data universes.” The first is NCS data known as our Resonate Elements – which is stated data, or data that we get by asking people survey questions. NCS data is projected onto the Online Adult Population to give you insights at scale. When you are working with an NCS attribute only audience in the platform you will see metrics for Projected Adult Population, and an Addressable number – or the number of modeled devices that represent that audience.
Our second data universe is the modeled Connected Profiles data universe, where data is predicted. Once you add Connected Profile data to your audience, or if you have a Connected Profile data only audience, data is predicted onto the modeled devices we see. Since the data is predicted, not projected, you will not see a Projected OAP number. You will see an Addressable, % Reach, or Uniques based on the data type of your audience.
On to the Connected Profiles notification:
Now, when you add a Connected Profile attribute to an audience, the Connected Profile icon will display next to the audience. In the past, when your audience metrics changed after adding a Connected Profile attribute, there was no visual cue to help you understand why. The Connected Profile icon signals to you that the change occurred because you added a Connected Profile attribute to your audience. This alert helps you understand shifting audience sizes as you are building audiences. You can hover over the icon in the platform for a tooltip with additional information.
NCS attributes are sourced from our NCS and data is projected based on our survey ground truth onto the Adult Online Population (AOP). Metrics for NCS attribute only audiences are Projected Adult Population and Addressable. The Projected Adult Population represents the number of online adults in the U.S. who have the attribute(s) contained in your audience definition. It is there to help you size the audience to the total online adult population and goes beyond the devices that Resonate measures directly.
Connected Profile attributes are predicted based on survey ground truth and online behavior onto modeled devices. The metric that you see for Connected Profile attributes is Addressable. Addressable is the number of modeled devices we've seen from our behavioral data stream over the last 90 days. It’s the number of IDs maintained by Resonate where we model over 13,000 attributes on an individual basis. Addressable is the number of devices Resonate ascribes to your audience definition. The Addressable number will fluctuate since our predictions and models update nightly.
A good example of moving from a projected NCS attribute only audience to a predicted Connected Profile audience is first creating an audience of Males, Age 25-34, Who Do Not Use Tobacco Products. This audience contains only Resonate Elements, or NCS data, so you see audience metrics for Projected Adult Population and Addressable.
If you add the Atlanta DMA to your audience, you introduce a Connected Profile attribute (Geography data), so you will see the Connected Profile icon. You will now see an audience metric for Addressable, with an asterisk because the Addressable number is low.
Adding a Connected Profile attribute brings you into the predicted data universe. This means that if you analyze this audience for Tobacco insights, you may see insights for things like Tobacco Products Used in the Last 30 Days, even though you have an audience of non-Tobacco users. This is because these insights are predicted for this audience based on the number of modeled devices we see and leverages our univariate models. This means that each individual attribute has its own independent model. Models are unaware of survey structure, including lead in and follow-on questions. This means the model doesn’t take into account that “do you use tobacco products?” is a pre-requisite question for which tobacco products you use.
It’s important to understand that AOP metrics change from projected to predicted when you add a Connected Profile attribute to your audience. Audience metrics are calculated differently for different types of audiences and the Connected Profile Audience icon is intended to help signal to you when this change occurs.