Explore
Investigate any brand or social account and see its customer distribution.
Explore ranks the best customer segments for a brand, category, social account, or interest. Use it to identify your customers or a competitor’s, then send those segments to Map or Activate.
In the left sidebar, Explore sits under Analytics Studio.
Choose a data source
The Configure sidebar has a Source field. There is no Run button—results update when you change filters.
| Source | What it measures | Availability |
|---|---|---|
| Credit Card Transactions | Spend with a category or brand | The Strategist plan |
| Mobile Visitation | Visits to a brand’s locations | All plans |
| Social Following | Followers of an Account | All plans |
| Interests | Households associated with an Interest | All plans |
The subject field label changes with the source: Category / Brand for credit card and mobile, Account for social, and Interest for interests.
For credit card data you can also set Transaction type: All transactions, In-Store, or Online.
Spend access
Credit Card Transactions appears only on The Strategist plan.
Review performance
After you pick a source and a brand (or account or interest), Explore ranks rows by the selected Breakdown. The default is PersonaLive Groups. Switch to PersonaLive Segments when you need finer behavioral detail.
Metrics depend on the source:
- Credit Card Transactions — Revenue Share, Percent Purchased, Avg Yearly Spend, Avg Ticket Size, Frequency
- Mobile Visitation — % Visited, Visit Count
- Social Following — Follower Share, Est. Followers
- Interests — Index
Tables also show Base and Index where the source supports them.
How to read an index
An index of 100 is average likelihood, 200 is twice as likely, and 300 is three times as likely. The same definition is used on Segments.
Visitation indexes and regionality
Mobile visitation indexes are calculated in markets where the brand is present. Brands generally need broad geographic coverage to appear; if a segment has too little exposure to a brand, no index is shown for that pairing. See the FAQ.
Revenue Share is often the fastest way to find top customers: it shows which groups or segments contribute the most dollars, not only which ones over-index. For example, a high-income group might be a small share of the population and still account for a large share of a brand’s spend.
Localize the analysis
Geography defaults to National. Open that control to narrow by Region, State, DMA, or (for credit card) CBSA. Social Following does not use a market-base geography filter.
Use localization when you need to see whether a brand’s mix changes by market.
Compare two sets
Click Add comparison to add set B next to set A.
Give each set a source and a Category / Brand (or account or interest). You can rename a set from Untitled Set.
Switch from Table to Bubble chart when you want an XY view. Set the X axis and Y axis metrics, and use Z axis bubble size (Households, or Set A Households / Set B Households when comparing).
Bubble size is hidden when the X-axis source is Interests. Map and Activate handoff is available in Table view when Breakdown is PersonaLive Groups or PersonaLive Segments, and you are not in a comparison.
Map or activate top segments
Keep Breakdown on PersonaLive Groups or PersonaLive Segments, in Table view.
Click Map or Activate. PersonaLive pre-selects the top 10 segments or the top 3 groups. Adjust the selection if you need a different set.
Click Confirm & send to map or Confirm & activate. Activate opens Create Audience on the Explore page; Map opens the Map tool with those segments.
For destinations and export types, see Activate and the Marketing Activation workflow.
Save a View
Name the analysis in the header (placeholder Untitled), then click Save to store it in a Project. Views lists saved Explore views; New starts a blank analysis.