Audience comparison
The Audience comparison dashboard compares and contrasts key audience metrics in a side-by-side view. From this dashboard, you can perform a variety of actions to compare two audience groups and analyze key metrics between them. You can then make data-driven decisions regarding audience segmentation and targeting strategies.
Set audience comparisons set-audience-comparisons
To allow for more meaningful insights and comparisons, use the system filters to precisely target the audience segments, and the timeframe you are interested in analyzing. Select the filter icon (
The Filter dialog appears. To choose the first audience to analyze, select the Select Audience A dropdown. In this example, California Patients has been selected as Audience A. This audience appears on the left side of the comparison once the filter is applied.
Next, choose a second audience to compare against Audience A from the Select Audience B dropdown. In this image, Users Consented to Email has been selected as Audience B. This audience is displayed on the right side of the Audience comparison dashboard once the filter is applied.
Adjust date ranges adjust-date-ranges
You can also filter your data by specific time periods, to see how these audiences perform or change over a custom date range. To set a time range to filter the audience data by a specific period, select the start and end dates from the calendar fields.
The dialog also indicates how many filters are applied (in the screenshot below, two filters are being used: Audience A and Audience B, and today as a date range). To remove all applied filters, select Clear all.
After setting the audiences and date range, select Apply to refresh the Audience comparison dashboard.
The dashboard now shows the comparative charts displayed side-by-side for each audience.
Available audience comparison charts available-charts
The dashboard provides several charts to compare insights:
- Audience size: Easily track the size of each audience based on the number of profiles that they contain. This metric helps you to understand the scale of the two audiences you’re comparing.
- Audience identity breakdown: A pie chart provides a breakdown of the relative composition of identities within each audience. You can view the number of total identities and examine how different identifiers (like email or CRM ID) contribute to that total. This chart helps you to understand the composition of each audience based on identity types. Hover over a section of the pie chart to see an exact number of identities.
- Audience size trend: This chart represents the size trends over time for the chosen audience. Use these charts to visualize how the size of each audience has changed across a selected time period, with peaks and troughs indicating periods of growth or reduction in the number of profiles.
- Audience size change trend: This chart displays the size change trends for the chosen audience. It visualizes how much the audience size has increased or decreased over time, and allows you to identify significant shifts or trends in the audience population.
Export insights export-insights
After you’ve applied filters and analyzed the audiences, you can export the data for further offline analysis or reporting purposes. To export your insights, select Export on the top right of the table. The print PDF dialog appears. From this dialog, you can save as a PDF or print the data shown in the table.
Select Templates to return to the Template overview.
Next steps
After reading this document, you have learned how to compare key metrics between different audience groups using the Audience Comparison dashboard. To continue improving your audience segmentation and targeting strategies, explore other Data Distiller Templates that provide additional insights. Refer to the Audience Trends, Audience Identity Overlaps, and Advanced Audience Overlaps UI guides to further enhance your decision-making and optimize engagement efforts.