Profile Differences Analysis (Insight)

There are many situations where you would like to dive a little deeper into the characteristics of groups of visitors, and would like to know how they differ from other groups.

For example: What people clicked on a dialogue and how are they different from people that didn't click? Or: are there specific properties that are different for Customers when compared to non-Customers?

This insight helps you discover differences that you probably were not aware of, and eventually better understand and address the different groups of visitors.

It does this by displaying those profile property values that differ the most between the two selected groups.

 

The Insight and its controls

The insight consists of the following views:

  • An overview of profile properties values that show the biggest difference between the two groups
  • A details view for one profile property

Optionally you can use the discovered results to create a new segment, using the segment builder.

Overview of biggest differences

An example of such an overview:

The insight displays the top 10 values for all evaluated profile properties that show the biggest significant difference (based on statistical significance) between the two groups.

In the table you see the profile properties on the left hand side and the values on the right hand side. Underneath each value is a blue bar that depicts how much the values differ between the groups. So in the example above the biggest difference for the two groups is in the value "cpc" for the property "utm Medium".

Building this top 10 is very resource heavy from a computational point of view; comparing just about everything to everything takes a lot of effort. This is why only the top segment of most promising profile properties is being processed initially. To take extra profile properties into consideration, click "Load more" and the table will adjust accordingly.

Some properties might show big differences, but you might consider them not relevant, or they might be in there because of the way things are set up. For example, if you have showed a dialogue to one of the groups that was not visible to the other group, that value will probably come up as a differentiator for the two groups.

You can remove a profile property from consideration by clicking the remove icon:

 

This will also add the profile property to the list of excluded properties in the configuration settings.

You can also remove a certain value from consideration by clicking the remove icon behind the value:

Details view

Switch to the details view by clicking on the name of the profile property ("utm Source" in the example above):

Below is an example of a details view for a profile property:

Here we see that "facebook_ads" is a value for 7% of the "Customers" profiles (hover over a bar to see its details). At the same time it is a value for 35% of the "Non-Customers" profiles, making for a difference of 35 - 7 = 28% between the two groups. This 28% also explains the length of the blue bar for "facebook_ads" on the overview.

Click "Back to overview" to switch back to the overview.

Segment builder view

The overview and detail view help you in discovering interesting differences between groups. Once you have found an interesting difference, you can build a segment based on the property values involved.

You can mark interesting profile property values in the overview:

Or you can mark them in the details view:

Once you have marked all values, click "Build Segment" in the top right. Note: the link will only be clickable after you marked a value. If no values were marked, the link will be greyed out.

This opens up the Segment Builder view:

In the Segment Builder view you get the opportunity to build the segment based on the selected property values. To do this, first enter the name of the segment that you would like to create. Under "Segment Definition" you see the profile properties and values that you marked earlier. Click the word "contains" to toggle between "contains" and "not contains". If you would like to open the new segment after its creation, activate the "Open Segment after save" checkbox.

To create the segment click the OK button.

Configuration

Compare

Start configuring the insight by selecting one of three methods to define the groups that will be compared:

  • Segments - Pick two segments to compare.
  • Dialogue - Pick a dialogue and compare the groups that viewed it, clicked it or converted on it.
  • Variants - Pick two variants of a dialogue and compare the groups that viewed them, clicked them or converted on them.
Excluded properties
Click "show" to display the group of profile properies that will be excluded from the possible outcome. By default the list contains a number of standard properties that are notoriously different yet not relevant (e.g. Browser Name). You can add more properties from the overview. Remove a profile property from the list by clicking its delete icon if you do not want it to be excluded from the possible outcome. Click "hide" to hide the list.

These methods are described below.

Segments

Segment
Select the base segment to start comparing with. This segment will represent the first group of visitors.
Compare Segment
Select the segment to compare against the base segment. This segment will represent the second group of visitors.

 

Dialogue

Dialogue
Select the Dialogue whose viewers will be used to determine the comparing groups.
Compare
Select the groups to compare:
  • Viewed versus Clicked
  • Clicked versus Converted
  • Viewed versus Converted

Variants

Dialogue
Select the Dialogue whose viewers will be used to determine the comparing groups.
Variant
Select the base variant to start comparing with. Its viewers will represent the first group of visitors.
Compare with
Select the second variant to start comparing with. Its viewers will represent the second group of visitors.
Compare
Select the groups of each variant to compare:
  • Viewed versus Clicked
  • Clicked versus Converted
  • Viewed versus Converted

Once you are done configuring the insight, click OK to close the configuration settings.

 

The Profile Differences Analysis Insight is a certified plugin.