Audience and media insights
What are audience and media insights?
The new automatically-generated audience and media insights display the best-performing tactics for your campaign, so you don’t have to dig for them! They are automatically calculated using the in-target answer(s) for each KPI question.
You can find the top insights across all KPIs on the overview page and top insights by KPI on each KPI page. The lift for these tactics must be statistically significant at the 90% confidence interval in order to render in the dashboard. They do not change when filters are applied.
How are they created?
They are automatically available to customers and based on the best performing tactics Lucid is able to identify in the campaign.
Who are they for?
You! We want to make your job as easy as possible.
Insights display for all customers using Impact Measurement as long as there are at least 50 completes for the tactic and the lift percentage is statistically significant.
How do they benefit me?
Key insights are readily available in the UI, saving you the time and effort to identify which audiences and media tactics are performing the best. You can easily add these to presentations, business reviews, or regular updates with your stakeholders or clients.
What are the differences between media and audience insights and performance KPI insights?
The performance insight on the KPI page, next to the overall lift number, summarizes the lift performance based on the current parameters you have applied to the data in the dashboard. The insight summarizes what is happening for the KPI in a single sentence based on the parameters. They can be positive, negative, or neutral, and do not need to be statistically significant.
The audience and media insights, on the other hand, summarize what is performing best and are statistically significant. These do not change when filters are applied because they are already exposing the best-performing tactics without manual manipulation.
How much does it cost?
No cost to you! Audience and media Insights are available to everyone using Impact Measurement.
How does it help my customers?
This allows you and your customers to easily see and pull the key insights for stakeholders without needing to dig through data.
How long will it take for insights to surface?
Once a media or audience insight has enough data, ~50 exposed completes, to be statistically sound and is deemed “best” performing, it will appear in the dashboard.