Understand the engagement of your most important segments

Create reporting to uncover helpful insights using Data & Insights’ (Lytics) nine out-of-the-box Behavioral Scores

Given the sheer amount of activity data available and the complexity of cross-channel engagement, it is easy to struggle to understand your users effectively. Traditional analysis can be resource-intensive and doesn’t always translate into actionable insights.

How can Data & Insights (Lytics) help

Automatic scoring based on user activity

Data & Insights (Lytics) Behavioral Scores offer granular insights into user interactions, represented by nine distinct behavioral scores that encompass different aspects of user engagement: Consistency, Frequency, Intensity, Maturity, Momentum, Propensity, Quantity, Recency and Volatility. 

Because these scores are stored on a profile as attributes, they have the same functionality as any of your other profile attributes. You can use them to create audiences, inform lookalike models and visualize them in Reports.

Easy data visualization for insight discovery

By creating a strategic dashboard with Data & Insights (Lytics) Reports, you can visualize the distribution of behavioral scores for your most important audiences, allowing you to understand how the users that comprise these audiences engage. 

With these insights, you can tailor your marketing strategies to better resonate with your top customers, optimize their experiences and ultimately drive greater loyalty and revenue for your business.

Prerequisites

To activate this use case, you will need to have:

• Access to an active Data & Insights (Lytics) account

• The Real-Time Events (Javascript) Tag installed on your site
• The desired segment in Data & Insights (Lytics)

Let’s get started

1. Determine what audience you would like to understand better. Data & Insights (Lytics) Report components start with an audience, so you’ll first want to decide which audience you want to analyze. You can choose an out-of-the-box audience or a custom segment built within your Data & Insights (Lytics) account. 
   
   a. Some audiences of interest may include prospects, existing customers, recent purchasers, email subscribers, and others. 
   b. Keep in mind that these should be users who are likely to have interacted with activity-based streams coming into Data & Insights (Lytics), such as your default web stream, so that they have a score associated with their behavioral activity.

2. Familiarize yourself with Data & Insights (Lytics) Behavioral Scores. To build the most useful reporting and interpret the data it visualizes, you will want to review the Data & Insights (Lytics) documentation on Behavioral Scores.  

1. For example, perhaps you’re most interested in how often specific cohorts of users interact with your brand. It would be helpful to know that the Frequency score is based on a user’s frequency of interaction compared to all other scored users.

3. Open Reports in the Data & Insights (Lytics). Navigate to the Using Profiles section of your account and select Reports. In this Reports section, you will find your pre-existing Dashboard report (this is the report that is displayed by default in your Using Profiles Dashboard tab) and the option to create new Reports.

4. Create and name a new report. Once you click Create Report, you’ll be taken to the Report wizard, where you will be asked to name your Report and description. There is also an option to set your report as private; however, if you wish to share it with other users, you can leave this option unchecked.

5. Create and configure a Composition component. In your newly created report, you can immediately start adding components. There are multiple types of components, but to understand the distribution of values for a specific profile attribute, you must select the Composition option. You can now configure it with the Name, Description, Audience(s), and Field you want to visualize. All of the Data & Insights (Lytics) Behavioral Score fields start with “score_”, so they are easy to find. Select one of these scores that is of the most interest to you.

6. Duplicate and update. Once you’ve got your first component created, it’s easy to add similar components to the report. Simply duplicate the existing composition component, and within the settings, you can select a different Behavioral Score you’d like to visualize in your report.