You may know that our data comes from two different “data universes.”
The first data universe 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.
Our second data universe is the modeled Connected Profiles data universe, where data is predicted based on our survey ground truth from the NCS and observed online behavior which is then modeled onto modeled devices.
Once you include a Connected Profile data attribute to your audience, or if you have a Connected Profile data only audience, data is predicted onto the modeled devices we see.
If you AND together Resonate Elements with a Connected Profile attribute – this is okay and supported and encouraged!
Example: Millennial Moms (Resonate Elements) AND a Tag of your Shop Pages (Connected Profile attribute).
If you OR together Resonate Elements with a Connected Profile attribute, this type of data combination is only looking at the Connected Profile data set.
For example: Millennials Moms (Resonate Elements) OR a Tag of your Shop Pages (Connected Profile attribute).
Our infrastructure is currently not able to combine these two data universes in an OR combination. In the near future, we will message you in the Ignite platform to this fact. But in the meantime, you should not OR’ing together Resonate Elements with a Connected Profile attribute.
Attributes that leverage our Connected Profiles consist of Tags, Contextual Studies, Flash Studies, Imported 1st and 3rd party data, and Geography data.