Audience supports audience attributes that enable specific filters, segments, and Analytics Workbench visualization for viewer behavior analysis.
Audience Module along with Audience enables an enhanced set of audience attributes including the demographic attributes, for session filters and viewer segments. In addition, Audience Module also supports the use of a demographic widget.
Without Audience Module (Default)
By default, Audience Module is not included with Audience. However, even without Audience Module, Audience can still provide certain audience attributes in session filters, viewer segments, and analytics workbenches, allowing for viewer analysis.
The Filter Builder supports two categories of audience attributes, Segments and Viewers, for viewer analysis. For example, select Early Morning Watcher from the Segments drop down list, to do analysis on these specific group of viewers.
The Segment Builder provides the Segment tab for audience attributes to help you do viewer analysis. For example, select Early Morning Watcher from the Existing Segment drop down list along with other dimensions you selected in Segment Builder to enable viewer analysis based on Early Morning Watcher.
The Analytics Workbench provides the Segment View field for audience attributes to enable viewer analysis. For example, select Early Morning Watcher as a filter along with other dimensions and get the report regarding Early Morning Watcher for analysis.
With Audience Module
Audience Module supports enhanced additional attributes in filters, segments, and workbenches. These additional audience attributes enable you to create more specific filters, segments, and workbenches, and to support you do more accurate viewer behavior analysis. For example, you can add filter attributes for sports to focus viewer analysis on viewers who like football.
Additional Audience Attributes in Filter Builder
You can add an age filter attribute to narrow down viewer analysis to viewers within the age group of 25 to 40.
Additional Audience Attributes in Segment Builder
Use a Gender attribute in Segment Builder to analyze female viewers.
Additional Audience Attributes in Analytics Workbench
Apply an attribute for Home Ownership to analyse viewers who own houses.