After you filter an audience using specific business rules, you can analyze the audience for deeper insights. The audience analysis feature shows the feature distribution of the current audience. It also highlights significant feature differences compared to other audiences or the entire population. This information helps you make more accurate marketing decisions, such as choosing marketing channels and orchestrating content.
The analysis types include the following:
Audience metric analysis: Analyzes the label metrics for the current audience. You can also compare these metrics with those of the entire population in the dataset or with other audiences.
Significance analysis: Compares the current audience with the entire population in the dataset. It displays the value distribution of the top 10 labels that show the most significant differences.
Audience RFM analysis: Analyzes the RFM metrics of the current audience to provide insights into the purchasing power and value of its customers.
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