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Knowledge Base

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Soprism Academy

SOPRISM COMPANION GUIDE

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Soprism Academy

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WALKTHROUGH

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INTERACTIVE DEMO

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Digital Intelligence at your fingertips

SOPRISM is a digital intelligence tool that allows you to understand any audience through their overall digital activity, interactions, and audience insights. SOPRISM connects to your Meta Business Manager enabling you to profile your first-party data.

  • Access audiences from Facebook, Instagram, or first-party data sources
  • The data is sourced from META’s advertising API giving you the ability to analyze over 2.7 billion unique users
  • The data is taken from META and augmented by SOPRISM, these insights include audience segments, top interests, topics, personas, and behavioural data - everything you need to target that audience with precision

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Delivering Digital Intelligence

  • Demographics
  • Socioeconomics
  • Geolocation
  • Type of devices (brands, OS, ...)
  • Apps used (in/out META)
What Meta knows & sees

Unique set of insights built from digital signals coming from IN & OUT META’s ecosystem

  • Real-time identification of the interests of each member based on META’s own Machine Learning model* (probabilistic)
  • These are the same models/interests that power META’s successful Ads business
What META infers with models

  • Topics & Personas (which can be customized for Enterprise customers)
  • Outputs & Visualizations (example: country and topic intelligence center) focused on brand use cases
  • We are experts working with this new dataset

*Studies by Cambridge & Stanford have demonstrated its efficiency

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Data Known by META (deterministic)

Data Inferred by META (probabilistic)

Data structured & augemented by Audiense

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What META knows & sees on the 2.7bn unique users dataset

Declared informationProfile, email address, phone number, shared interests, community, groups, event participation, ...Collected InformationIP address, geolocation, browser, device model, battery, ...

Visible interactionsLikes / Comments / Shares, Fanpages, Publications, Eye tracking / Communication tone / Facial recognition,...Invisible interactionsAd clicks, Video viewing, Search engine queries, Marketplace,...Content consumptionTime spent on each content, News Feed,...

  • Activities and time spent on pages and websites that have the tracking pixel
  • Activities behind Facebook connect
  • Activities on pages that have a META plug-in (like button, ...)
  • Activities in the META advertising network, ...

1. Collected Information & data (IN) META

3. Browsing behavior online (OUT) META

2. Interactions & behavior (IN) META

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Here are the types of audiences you can analyze using SOPRISM

First Party data

Audiences created from emails, phone numbers, website visitors, etc.

Facebook Fans & Instagram accounts:

Audiences created from engagement and followers of a Facebook fan page or an Instagram account you own.

People interested in a product/brand

META audiences, defined by demographics and existing behaviors, preferences and interests in the META ads manager

Owned audiences

Open audiences

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Soprism Use Cases

  • Sociodemographic’s breakdown
  • Ideologies/ Passion and interests
  • Lifestyle segments

  • Competitive analysis
  • Cross-country audience penetration
  • Interest evolution on time (barometer)

  • Targeting optimisation on Meta
  • Geo-marketing
  • Target group segmentation
  • Content - Find the right message
  • Events sponsoring
  • Brand partnership

1. Audiences & Customers Research

3. Insights for Activations

2. Markets & Communities benchmarking

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Burt’s Bees Audience Summary

SOPRISM can quickly help you analyze and understand any audience on META. In this example, we’ve used SOPRISM to analyze the audience behind the Burt’s Bees brand. The insights provided by SOPRISM tell who this audience is on a deeper level, helping a brand like Burt’s Bees target them and attract more customers like them.

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Audience Competitors Analysis

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Audience Content & Product Analysis

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Audience Targeting

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What you need to make your experience run smoothly

Step 1

Step 2

Step 3

Step 4

Access to your personal META account

Access to your META Business Manager

Applications such as Adblock or Ghosteryneed to be disabled

An invitation by email from SOPRISM

email address needed

Professional

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Setting up your META business manager

Step 1: Select "Manage Ad Account" in META Ads

Step 2: Access "Full Control" via fan page settings and follow the steps

Step 3: Select "Manage Pixel" for pixel access

Everything about the META Business Manager

Make sure to have access to the right META environment

here.

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How to login for the first time

You will receive an email from a SOPRISM collaborator inviting you to finalise your registration.Click “Finalize your inscription”

Fill out your information, create a password, and then click "Get Started Now"

  • Please use your business email address.
  • Choose a password that contains at least 8 characters.
  • Check the boxes before you can go any further.

Step 1:

Step 2:

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Link your personal META account and permit SOPRISM access to your META business manager

Connect to your personal META account. Use your usual login and password.No personal information will be used or stored.

Click Continue

Step 3:

Step 5:

Proceed with the authentication steps: double authentication for your personal META account, double authentication for your META Business manager.

Step 4:

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The 3 connection states between the META business manager and your SOPRISM account

You must connect your SOPRISM account to your personal META account in order to access the Ads account you manage via the META Business Manager *If you do not have access to a META business manager, please contact support.

You must select the ads account you want to work with and where your first party data audiences are hosted.

Once this card is green you can launch a new project.

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Setting up your account & updating your profile information

  • Access your profile by hovering your mouse over the menu and clicking the "my account" icon.
  • Here you have the ability to edit your first or last name, email address, or password.
  • Your user role and your company can only be updated by a SOPRISM collaborator:
    • Team Administrator: manages the team and can create projects
    • User: can create projects and share them with other team members
  • You also have the option to change your META ads manager, or add an additional one to work with.
  • This board displays the number of remaining report credits you have, as well as the number of team members linked to your SOPRISM account.

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Welcome Dashboard

The main dashboard (the first thing you'll see when you log in to SOPRISM) is where you can view all of the reports you've previously run and those shared with you, and it's also where you can click to create a new one.

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You'll see the option to organize your projects in folders, by clicking "Create New Folder". To move each report to that folder, click the three dots above that report, then "Move to Folder". You can also choose to share the report with teammates (who have a SOPRISM account), rename the report, export the audience to META ads manager, refresh project, or make an exact duplicate of the report.

Click here!

Click here!

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Audience Report Types

Option 3: Analyze the people on your META fan page (this requires META page access).

Option 2: Import lookalike audiences from your first-party data, website visitors, people who engage with your owned channels, and more (this requires ad account + assets access).

Option 1: Build out your audiences directly in the platform using relevant META criteria (this requires ad account access).

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Build your audience directly in the SOPRISM platform

Build your target audience:Your target audience is the audience who you are interested in analyzing and surfacing insights on.Build your benchmark audience: The benchmarked audience is the audience you are comparing your target audience to. ie. If you are trying to target and analyze an audience of females age 18-25 who live in the US, and have an interest in the brand L’Oreal for example, you would likely benchmark them against a general audience of females 18-25 who live in the US.

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Build your audience directly in the SOPRISM platform

Step 1: Choose a specific set of national criteria (Project Universe). By selecting a national criteria, like USA for example, then SOPRISM will surface audience interests that are specific to that region. This is also linked to the map visualization you'll see under the insights.Step 2: Indicate where your audience is physically located. You can also choose to exclude a territory.

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Build your audience directly in the SOPRISM platform

Step 3: Choose to analyze your audience using Facebook data, Instagram data or both.Step 4: Specify the gender of your audience, or choose to analyze both males and females.Step 5: Select the age range of your audience between 18 to 65+ years.Step 6: You can choose to select the language spoken by your audience, or you can just keep it general to discover the different languages they speak.

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Narrow down your audience further by inputting or excluding audience interests

Step 7: List interests aka META criteria that define your audience. These could be brands, people, demographics, behaviours, job titles, fields of study or general interest categories. By clicking on the + you are able to get more specific with your interest criteria, for example you might be looking for an audience who is interested in ("Sustainability” OR “Environmentalism”) AND (“recycling” OR “Second hand shopping”)By clicking the - you can also exclude interest criteria from your audience. For example: You might be looking for an audience who is interested in ("Sustainability" OR “Environmentalism”), but not interested in "Recycling" OR "Second hand shopping", so you would exclude those two interests.

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Approach 2: Here's a more targeted audience with specific brand, media, and organization criteria:This approach looks at people who have a specific interest in beauty/ skincare, but who also have a specific interest in the beauty brand Tatcha. *When looking at a brand specifically, it is recommended to add the industry (level 2) and sub-industry (level 3)

Approach 1: Here's a broad audience without specific brand, media, or organizational criteria: This approach looks at people who have a general interest in beauty/skincare.

The best practices for creating a relevant audience:After numerous tests, our META experts have established an audience-building strategy based on a minimum of 2 or 3 levels of interest criteria, to reduce the “noise” and get even closer to your target audience.

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  • The levels of criteria: To optimize audience targeting, aim for 2 or 3 levels, especially for brands or individuals. This creates a filtering funnel to focus on the most relevant audience.
  • The audience size: The audience size should be equal to or greater than 100,000 people, but there are a few exceptions where you can launch a project with a smaller size, bearing in mind that some data might be taken into account differently.
  • The criteria size: Ensure that each level includes interests of comparable sizes, yet if the interest significantly aligns with the definition, allocate it separately.
  • Be careful with exclusions: When utilizing exclusions, exercise caution. Interests are intricately linked, forming a web of connections. By excluding a single brand, you risk inadvertently excluding a multitude of related interests.

The best practices to keep in mind for creating a relevant audience

How would you read this?

People interested inBeverages (food & drinks) AND Soft drinks (nonalcoholic beverage) AND Sprite (soft drink) OR Coca-Cola Zero (soft drink)

WIP

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More details here!

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Step 1: Click "New Project" and then click "Start your analysis" under META & Instagram audiences

Step 2: Within the project setup, click on "Audiences Library", where you will find a list of themes ie. Arts & Culture

Audience Definition Library

Use this to o avoid the "blank page" syndrome and allow you to quickly use pre-built audiences

Step 3: Click into the desired theme and, from there, select the type of audience you are looking to analyze ie. "Fine arts and visual arts"

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Step 4: Continue to configure your audience how you wish, by adding in their location, demographics, etc.

Step 5: Under "Audience Interests", view all of the criteria that have automatically been selected for that audience, and add or delete criteria as you see fit. Edit the benchmark and launch your project!

Audience Definition Library

Use this to quickly and easily create an audience from a pre-defined list

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Step 1: Decide who you want to compare your target audience to - this will be your benchmark audience.ie. If you are trying to target and analyze an audience of females aged 18-35 who live in the US and have an interest in the brand L’Oreal for example, you could benchmark them against a general audience of females 18-25 who live in the US, who have an interest in cosmetics in general. Step 2: Confirm the specific set of national criteria (Project Universe). By selecting a national criteria, like USA for example, then SOPRISM will surface audience interests that are specific to that region, for your benchmarked audience. This defaults to the Project Universe chosen for the target audience and should be kept the same.

Building a Benchmark Audience

The benchmarked audience is the audience you are comparing your target audience to

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Step 3: Tailor your benchmark audience by data source, gender, age range, or language they speak if needed.Step 4: Add in any interest criteria to further define your benchmark audience. In this example, our target audience is everyone with an interest in the brand L'Oreal, so we've made our benchmark audience anyone with a general interest in cosmetics. So we're comparing L'Oreal lovers to general Cosmetic users. There are many ways to use your benchmark audience for difference analysis:

  • You could benchmark "L'Oreal lovers" against a competitor's audience like Olay for example.
  • Compare one market against another, ie. USA vs Canada.
  • Or keep the interests blank to compare against the USA national average.

Building a Benchmark Audience

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Step 9: Review the overview of your audience, including characteristics and the size of the audience groups. Target audience: Here the target audience “Sustainability”, is made up of males and females aged 13-65, from France who have an interest in Sustainability OR Environmentalism, and you’re excluding anyone with an interest in Recycling OR second-hand shopping. The audience size is 6,000,000 people. Benchmark audience: Your target audience is being compared to a general audience made of males and females aged 13-65 geolocated in France.Step 10: Hit confirm, and launch your report.*Once you launch the report, a credit is used and the report cannot be modified later.

Review your target audience before launching

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You can also import audiences straight from your META Business Manager.

Import Audiences from your META Business Manager

From the META Audience dropdown list:

You can find the saved or lookalike audiences available on your META ads account. You can also retrieve the audiences that have been shared with you by another META ads account.Good to Know:If you want to analyze a custom audience, note that in most cases, you would have to create a lookalike audience from it. Click here to check what percentage you should apply to get the most relevant lookalike audience!

After, simply choose your project universe, location, data source, demographics, and interests (if relevant) as usual.

here

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Analyse the audience of your Facebook-fan page

What are the 2 ways to profile a Facebook fan page?

First, select the page you wish to analyze from the dropdown list of pages you have access to. After, simply choose your project universe, location, data source, demographics, and interests (if relevant) as usual. *Note: You need to have full control of the Facebook page via the page settings and not via the META Business Manager.

You can also choose to build an audience based on people who actively engage with your Facebook Fan page.

META access required to profile a Facebook fan page audience on the SOPRISM platform

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Soprism Data Types

META Criteria

Meta uses different types of criteria to collect and classify user data. Here are some examples of criteria:

  • Interests: These criteria are based on users' interactions with Meta products, such as liked posts, joined groups, followed pages, clicked ads, etc. Interests can be used to recommend personalized content and relevant ads to users.
  • Behaviors: These criteria are based on specific user actions, such as purchases made, comments left, messages sent, videos watched, etc. Behaviors can be used to personalize the user experience by recommending relevant products and services.
  • Preferences: These are based on users' stated choices and preferences, such as interests, language preferences, privacy preferences, etc. Preferences can be used to personalize the user's experience by providing customization options tailored to their preferences.
  • Browsing Patterns: These criteria are based on users' browsing behavior on Meta's partner websites and applications. Browsing patterns can be used to personalize the user experience by delivering content and advertisements that are relevant to the user's interests and browsing behavior.

ie. Solar Power

Micro Interests

Micro Topics are formed by a combination of criteria (interest, behavior, etc.) and are linked together by macro-tags that use the same criteria. ie. Sustainable energies

ie. Sustainable Energies

Macro Interests

Macro Topics allow you to categorize the thematic universes into large groups, and they are independent of each other ie. Ecology

ie. Ecology

Audience Segments

Within each report, in the "Segementation" tab, you can view which of the 108 pre-defined segments look most like your audience, or live within your audience. These segments can be analyzed on their own, or send to META to be targeted against. The list of 108 segments and their descriptions can be found here.

ie. The Global Warming Concious

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META Criteria

Meta provides a range of criteria, including interests, behaviors, preferences, and browsing patterns, to collect and classify user data in order to target them via the Meta advertising process. These criteria encompass various aspects such as brand preferences, interactions with public figures, job titles, and content consumption habits. Declarative criteria are obtained directly from users’ stated preferences, while deductive criteria are inferred from their actions and interactions. SOPRISM mirrors Meta’s criteria, offering raw data for profiling projects, unlike the internally constructed topics and mindsets.Check out the different types of criteria available

here

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Interest Categories

Macro Categories: are broad interest categories added for navigation purposes.Example: SportyMicro Categories: These are formed by grouped META criteria and are linked together by macro categories. Example: BasketballIn this example, the Micro Category of Basketball could be composed of individual criteria such as players, teams, or organizations such as the NBA. To see the exact criteria used for each Micro Category, you can download a spreadsheet that lists all of the Micro Categories and displays which criteria they are made up of. Click the download button at the top right corner of the report page.

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Audience Mindsets

Mindsets provide the opportunity to understand the lifestyle specificities of the target audience and to distinguish the dynamic of the target audience by gender and age group (Segments). There are 100+ predefined lifestyle Mindsets on the platform. The top Mindsets found within the Burt’s Bees audience are:

  • The Upper Middle-Class
  • The Beauty Squad
  • The Convenience Seeker
  • The Glamorous Runner
  • The Waste Sorter

Check out the full mindset glossary for their definitions!

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In addition to these predefined Mindsets, we can also create tailor-made Mindsets for our customers. Please reach out to the team if interested.

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Penetration Scores

Target penetration Size:The target penetration, in green, shows how much of your target audience is interested in something. For example, if you were to assess your target audience’s interest level in DJs and the target penetration was 64.9%, this would mean that around 64.9% of your audience is interested in DJs. Benchmark penetration Size:The benchmark penetration, in blue, shows how much of your benchmarked audience is interested in something. For example, if you were to assess your benchmarked audience’s interest level in DJs and the benchmarked penetration was 22.8%, this would mean that 22.8% of the benchmarked audience is interested in DJs.

*For a deeper explanation of the scores, read this helpful article.

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Penetration Scores

The Selectivity score represents the over/under-indexing of the target audience in regards to the benchmark audience. Any score above 100 would mean your target audience has an over-indexing interest in that criteria, as compared to the benchmark. In this example, we could say that our Target has a higher interest in DJs than the benchmarked audience. 🔎 Formula: (% Target / % Baseline)*100

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*While anything above 100 means that the audience is over-indexing compared to the benchmark, we suggest using 115 as a threshold to identify the most relevant interests.

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Selectivity/Affinity Index

In this example, we can say that there are 4.27 times (69.2%/16.2%) more people interested in "DJs" within our target audience than in the benchmark audience. Based on this score, DJs are a prominent interest of your target audience and it should be considered when building your marketing strategy for this audience.

Dj's

Dj's

For this other example, we can say that there are 2.2 times (24%/10.9%) less people interested in the criteria DJs in the target audience than in the benchmark audience. If we refer to the characteristics of the Selectivity Index, that means DJs as an interest is not prominent in your target audience.

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Opportunity Score

The opportunity score aims to tell you whether an interest or mindset would be relevant to use when advertising to your target audience. It is the result of crossing the data of target penetration, selectivity, and benchmark penetration of the criterion in relation to itself. The score goes from 0-100. The closer the score is to 100, the more relevant this interest is to your target audience. 🔎 Formula (simplified version): (Target Penetration + (Target Penetration*Affinity*3) + Penetration*3 + (Penetration*Affinity*3))+ Affinity = Index and then we apply a confidence norm from 0 to 100.

For example, the opportunity score of DJs is 100, so it is a highly relevant interest for your audience, and this interest can be used to target them.

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*We recommend using 60 as a threshold when identifying relevant interests.

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Opportunity Score

In this example where we looked at an audience interested in DJs, "The Music Lover" mindset for females between 26-44 is showing up as a highly relevant group, with a score of 97. This presents a great opportunity to target these women.

Click here to see a more detailed explanation of the Scores

On the contrary, females between ages 13-44 within "The engaged Online Shopper" mindset, don't seem to be a relevant target group, given the low opportunity score of 35.

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Socio-Demographics

SOPRISM also displays the languages spoken by your audience. In this case, the target audience is 60% Spanish-speaking, 35.4% English-speaking, and 8.1% Polish-speaking.*Note that the percentages can add up to more than 100 since people can speak more than one language.

Discover the average age and gender of your target and benchmarked audience. The target audience data is displayed in green and if you hover over the data, the benchmark data will display.Ie. this target audience is 43.8% male, while the benchmark audience is 54.6% male.

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Socio-Demographics

Your audience's relationship status is also revealed. In this case, 47.7% of people specified their relationship status on META, and of those people, 48.4% are single while 51.6% are in a relationship.Education levels are also available, and SORPSIM will highlight the majority that went to high school, post-graduate studies, or university. The majority of this audience is highschool-educated and around 25% are university-educated.*Learn more about the Socio-Demographic tab

Soprism displays the portion of your audience that are parents, and tells you on average how old their kids are.26% of this target audience are parents, whose kids ages range from 0-17 years, with the majority being 13-17 years old.

here

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Maps

Maps interface

  • There are different levels of granularity in the "maps" section (this can include countries, departments, counties, districts, states, provinces, and cities depending on the project universe/map selected).

  • SOPRISM displays where your target audience is located (in green), compared to your benchmark audience (in blue).
  • There are 2 types of visualization used: an interactive map & an interactive table.

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Maps

Visualization based on SelectivityAllows you to identify the areas where your target audience is over-indexing compared to the benchmark. Green areas are over-indexing while blue areas are under-indexing compared to the benchmark. The stronger the colour, the higher the difference.

The table allows you to sort the data in ascending or descending order by clicking on the arrows. Under "Target" and "Benchmark", the audience size is displayed.

Visualization based on target penetrationAllows you to identify where on the map your target audience is located without taking into account the benchmark. The stronger the green, the higher the penetration.

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Maps

This visualization allows us to compare the target audience against the benchmark audience. In this case, we note that southern Italy shows greater interest in the brand than the average Italian population.

We can therefore conclude that while the majority of shops are located in the north of the country, the south of Italy has a significant interest in the brand. This may suggest that it could be interesting to focus on the south as much as on the north of the country.

This visualization shows the concentration in absolute value of Italian people who have an interest in the brand. We see that Lombardy and Campania have the highest concentration of people due to the presence of the brand’s stores.

In this example below, the maps display the concentration of audience members in Italy,who have an interest in the store Pupa Milano

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Topics - Interest Categories

Topics Interest Categories interface:

  • Top 5 audience mindsets
  • 25 macro categories
  • 350 micro categories
  • Filters to highlight what matters most to your audience
  • 2 type of visualization: an interactive table and a bubble chart

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Topics - Interest Categories

Main mindsets: This displays the 5 most represented mindsets among your audience. These are based on a combination of socio-demographic and psychographic criteria created by SOPRISM. These traits are illustrated in a graph showing the score in descending order. There are 100+ mindsets, and the full list can be found Macro Categories: Macro topics provide a first view of the audience's interests. They have been designed to uncover the first layer of insights on your audience. For example, if you click on the macro topic "Sporty" you will get a view of all the topics that make up this group (ie. Tennis)Micro Categories: allow us to understand which themes generate interest from the audience. They allow you to understand, within a macro category, which topics are the most popular. For example, in sports, an audience may be more interested in football than basketball or cricket.

here

Interpreting the graph: The selectivity scores are displayed on the y-axis and the audience size is displayed on the x-axis. The green area indicates the Micro Topics that are over-indexing for this audience, as compared to the baseline.

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Topics - Interest Categories

  • Export all the data of your project in a complete Excel file.
  • By using the filters you can select the data you want to appear on the graph. For example, you might want to display only those topics with a selectivity score higher than 115.
  • By clicking on the small menu next to each graphic, you can download the visualization in PDF or PNG format.
  • To view the individual Meta interests that make up the topic, download the spreadsheet to view the list of meta interests used to create it.

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Interests

Criteria interface:

  • Top 5 audience mindsets
  • Interest classification in the form of a sunburst chart
  • Preview view
  • Filters to highlight what matters
  • 3 types of visualization: an interactive table, bubble chart and histogram chart

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Interests

The interests section can be used to identify what your audience is specifically interested in, or passionate about the most. For example, you can refer to this section when looking for the top brands, ambassadors, events, hobbies, sports etc. of your audience. Use the insights to craft marketing campaigns that resonate with the audience, discover which competitors are the most relevant to them, or track down the top events to sponsor.Main mindsets: This displays the 5 most represented mindsets among your audience. These are based on a combination of socio-demographic and psychographic criteria created by SOPRISM. These traits are illustrated in a graph showing the score in descending order. There are 100+ mindsets, and the full list can be found

here

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Interests

These traits are illustrated in a graph showing the score in descending order.Sunburst: View all the criteria (interests) in META. The criteria are classified by category and sub-categories within the sunburst visualization. For each criterion, you can find the penetration (expressed in percentage for the target and the benchmark audiences) as well as the selectivity score. *In the context of a 'Worldwide' audience, there are 6,000 Meta interest criteria available in the SunburstCriteria: all the individual criteria that resonate with your audience, including interests, brands, people, job titles, behaviours, preferences and browsing patterns available in META.

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Persona Overview

Persona interface overview:

  • Persona summary
  • Insights that help you write a data-driven story about your audience
  • Your audience’s top brands, media, events, celebrities, organizations, and topics
  • Your audience’s online behaviour
  • The distribution of your audience on Facebook and Instagram
  • The best digital and media channels to reach your audience through
  • The 3 main segments that represent your audience, and details on how to target them
  • Content that resonates with your audience most

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Persona Overview

This section displays the 5 most representative mindsets of the selected audience of your project. These mindsets correspond to different combinations of Meta criteria grouped into main themes to best define the mindset of your audience. This ranking is based on the opportunity score of each mindset and therefore, differs according to the analyzed audience.You will find the full list of mindsets and segments on the Segmentation tab.

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Persona Overview

This section displays the main socio-demographic criteria of your audience.

Based on all the results of your analysis, this window provides a first-draft description of your audience to help you avoid blank page syndrome when creating a persona story.

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Persona Overview

This section contains the top Media interests of your audience based on their size and selectivity.

This section contains the top Brands of your audience based on their size and selectivity.

This section allows you to identify where your audience is most "digitally" present and understand where it will be most effective to target them.

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Persona Overview

Use this section to highlight the top 4 organizations your audience has an interest in.

This section displays the top 4 most over-indexed events for your audience, to help you build a qualitative sponsoring plan.

This section displays the top 4 celebrity interests of your audience.

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Persona Overview

This section displays the top 3 segments within your audience (when filtering mindsets by gender and age range).

Based on the tags and interests most representative of your audience, this section allows you to understand what types of content resonate most with your audience.

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Segmentation

SOPRISM offers 100+ audience mindsets and segments that have been pre-defined, ranging from the "Active Sportive" to the "Retro Gamer". You can view the full list of mindsets This section aims to show you which segments are the most prominent among your audience so that you can target these specific audience groups in a more relevant way.

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Segmentation

There are two ways of viewing Mindsets: By looking at them as a general group, or by filtering them by demographics to hone into a specific segment.

  • SOPRISM has created a list of 100+ predefined mindsets, based on interests (ie. "The Convenience Seekers, The Meditation Lover, The Gourment etc.).
  • Within each report, in the "Segmentation" tab, you can view which of the pre-defined mindsets rank higher among your audience.
When to use Mindsets:
  • This section highlights specific mindsets you can target in order to create tailored and more relevant campaigns.
  • Use them to validate audience interests ie. If you are looking to validate if your audience loves fancy food, and "The Gourment" pops up as one of the top mindsets, then you know that a majority of your audience fits under this category.

Mindsets

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Segmentation

To filter your mindsets by using demographics, all you have to do is click the "filter" icon and select the gender, and age bracket of your choice. You can also narrow down the segment size, or view a specific segment of interest, like "Meditation Lovers" for example.When to use segments filtered by demographics:

  • Use this feature when you want to narrow down your targeting to a specific group/target audience that you can then export to your META ads manager
  • Also if you wish to target a specific segment, you can send each different demographic group to your META ads manager, so they can be targeted slightly differently based on their demographics.

Segments

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Segmentation

Segment cards: Each segment card includes the gender, age range and size of the segment, as well as their opportunity score. They are ranked in descending order based on the score (from 100 to 0). Your most relevant personas are therefore the first to be displayed.Information toggle: Click here to view the target and benchmark penetrations for the specific mindset/segment. Filters: In order to choose the personas you are most interested in, you can filter by gender, age, audience size, and mindset type.Persona selection: To learn more about any given segment, you can click "Select Persona" at the top right of the screen. This will use an extra credit and, under the topics/interest tab, you will be able to hone into the data specific to that mindset only. Once the mindset has loaded, it will show up in the overview section below the original segment if you click this icon.

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Exporting Audiences for Targeting

Step 3: Click on "Export to META"

Step 1: Open the project that includes the audience you would like to target, and click into the Persona Segmentation area

Step 2: Choose the mindset/segment you wish to target, and click on the three dots on the top right-hand corner

Use this feature to export audiences, mindsets, and segments, to target directly on META

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Exporting Audiences for Targeting

Step 6: Select the campaign objective, and click validate. The campaign will appear turned off, in your META account.

Step 4: Make any last minute changes to the audience, and then click where you would like to target them (Facebook, Instagram, or both).

Step 5: Choose the name of your ad, which will appear as the name of the campaign in your ad account. Then select the name of the ad account you wish to send this audience to.

Use this feature to export audiences, mindsets, and segments, to target directly on META

Click to follow an interactive walkthrough here.

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Customized Reporting

Creating your own dashboard in SOPRISM allows you to showcase the different data and graphics, tailored to your needs.When you run a report, your custom dashboard will only show insights of interest to you, versus all the other data that shows up in a regular SOPRISM report.

  • This feature is great to use when you want to share insights with your team, but only want them to focus on certain information.
  • It can also be used to highlight a category of interest, ie. food, that you are regularly referring to.

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Customized Reporting

Sharing all the insights, or only specific insights from any report is made easy with SOPRISM's "Go to reporting" feature. Just hit "dashboard template" and choose which template you'd like to use. If you want to share the entire report with someone who may not have a SOPRISM account, you can use the "Exploratory Report" template. By clicking the three orange dots at the top right of the report, you can export this report as a shareable link, or export it as a PDF, or a pptx.

Watch a video walkthrough on how to create your own custom dashboard.

https://audiense.navattic.com/soprism-audience-library

All mindsets are also available directly in the Audiense library. It is possible to merge a mindset with additional criteria to make it even more relevant to your industry. Use these when you want to hone into a specific mindset to learn more about them and combine it with other interests (e.g. your own brand) if you want to know more about those specifically within your target audience.

Duplicating

It will produce a double of the exact same report. For example, use this feature to compare a report months later, if you wanted to compare a report at different moments in time. *both require you to use an extra credit.

Refreshing

The report will update and overwrite the data.