Comparing Audiences

Within the Audiences section of Quantcast Platform, you can use the Audience Comparison tool to quickly highlight the key similarities and differences between 2-4 of your saved audiences. A few examples of typical comparisons would be:

• Converters vs. Non-Converters (Retargeting Audience)

• Online (Pixel) vs. Offline (Uploaded) Converters

• Comparing the various stages of your funnel

• Comparing your products to each other

Accessing the Compare Audiences Report

1. Navigate to the Audiences screen using the global nav.

2. Once on the Saved Audiences tab, you’ll see an option to Compare Audiences next to Create Audience

3. Click the Compare Audiences button; it will bring up a modal where you can select between 2-4 Audiences across your account:

4. Once you’ve selected the Audiences you want to compare, click Run Comparison Report.

Using the Comparison Report

Once you click Run Comparison Report, you will be brought to the report page, where you can see the Audiences you’ve selected and the insights we have available. To make changes to your report, click Back to Audience Planner in the upper right-hand corner.

For the sake of this guide, we’ll focus on the Content Interests tab to walk you through how the controls work to highlight the information we think is most interesting easily.

Highlight

This is where you can toggle whether or not you want us to highlight the similarities or outliers across the Audiences you’ve selected.  This will help you save time in discovering what is distinct about your audiences.

Similarities

Once Highlight is selected, you can click Similarities and we will highlight the similar characteristics across the audiences you’ve selected:

If you want to learn more about what the color shading means, you can click the ?next to Similarities to highlight the help text:

Outliers

Once Highlight is selected, you can click Outliers, and we will highlight the different characteristics across the audiences you’ve selected:,

If you want to learn more about what the color shading means, you can click the next to Outliers to highlight the help text:

View By Group

By default, we will show you a roll-up of the parent categories for groups of segments such as Content Interests that have a hierarchy. However, if you want to see more granular data, you can deselect this box to view a flat list of segments.

Ungrouped Similarities:

Ungrouped Outliers:

Filter

In some cases, we won’t have the same data points across various audiences. For example, we won’t have any Male data for a Female audience. By default, we hide any segments that don’t have data to make your view cleaner, but you can remove this filter if you’d like: