As a brand owner, you may struggle to find out the habits, lifestyles, interests, and likes or dislikes of your target audience.

• What are the habits and lifestyle choices of my audience?

• Which channel of communication does my audience prefer?

• What are the demographics of my target audience?

Audience Insights powered by Sprinklr’s AI will help you understand your audience and provide you with powerful consumer insights. You can apply these insights to improve audience segmentation and targeting, ensuring your audience can see more relevant content.

How does Audience Insights work?

Audience Insights aggregates various data points from Twitter and gives insights. The data points include Followers, Profile Bio, Name, Display Image, and Tweet Text. Additionally, you can find audience insights for segments created in the Segment Manager. With the segment manager, you can create an audience based on tweet text, user bio, followers, location, age, interests, etc.

To create a Twitter Audience Study

1. Click the New Tab icon. Under Sprinklr Insights, click Audience Insights within Learn.

   

2. On the Audience Study window, you will see the list of Audience Study reports that have been previously created. Click Create Audience Study in the top right corner.

   

3. On the Select Business Objective screen, select Audience Study.

   

4. On the Create Audience Study window, fill in the required fields. Also, you need to select the desired filters for your audience study. For more information, see Create Audience Study – Field Descriptions.

   

5. Click Create Study in the bottom right corner.

Overview of Audience Study Manager

On Audience Study Manager window, all the created audience studies are listed along with their detailed information, such as Source, Status, Objective, Created Time, and Modified Time.

To view the audience insights, click the Options icon next to the Audience Study and select View Insights.

Create Audience Study — Field & Descriptions

Overview of the Audience Insights dashboard

You will see 5 different sections on the Audience Insights dashboard –

• Demographics: Who is my audience? (Age, location, gender, language, etc.)

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• Lifestyle: What are the buying preferences of my audience? (Consumer goods, restaurants, etc.)

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• Interests: How does my audience spend time? (Actors, movies, sports, clubs, etc.)

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• Media Preferences: How & where does my audience consume content? (TV, social media, blog, etc.)

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• Conversations: What does my audience talk about?

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Interpreting Popularity & Affinity in Audience Insights

Within the Audience Insights dashboard, you can check popularity and affinity within these 3 sections: Lifestyle, Interests, and Media Preferences.

What is Popularity?

Popularity is the percentage of the total audience following a particular brand/profile/interest.

What is Affinity?

Affinity is an extrapolation of popularity to a mass audience. It is the relative strength of interest when compared to the general Twitter population. It is calculated by taking the ratio of –

Brand followers within the audience/Total audience size:: Total Brand followers/ Total Twitter users

For example, Affinity towards brand x = Brand followers of X from audience A/Total audience A:: Total Brand X followers/Total Twitter users

Lower the affinity, more popular is that brand amongst the Twitter audience. Higher the affinity, more popular is the brand amongst the audience created.

In the example screenshot, Retail Outlet 3 has the highest following in the audience set with 1.85% of users who follow their account on Twitter.

However, Retail Outlet 1 has the highest affinity, meaning that percentage of users in the defined audience follow this page 85x more than the entire user-base on Twitter. This shows that although the actual number of users following this page may be lower, there is a stronger correlation when benchmarked with the base of entire Twitter population.

List of Audience Insights filters

You can use the Audience Insights filters to define criteria for your target audience. Currently, Audience Studies contains the below-listed filters. You can use one or more depending on your use case.

User Profile Filters

Segment Manager Filter

Product Affinities

Product affinity means natural liking of customers for products

Service Affinities

Service affinity means natural liking of customers for services

Sports

Technology

Arts & Entertainment

Channel Preferences

Limitations

• The list of brands for each category is based on an internal database made with top/popular brands in that category.

• If a brand is unavailable on the list, it does not imply that the audience does not follow it or has no affinity. Our database might not include that brand in the current list.

• If you are unable to find some brands in the widgets, please share the list across that category with Bhaskar Gurnaney (bhaskar.gurnaney@sprinklr.com). It can be added to the dashboard within 2-3 weeks depending on the next available patch.