Audience Insights within Builder allow you to access data on the actions taken by users in your guide. Many of our guide administrators find this data critical to managing their events, organizations, businesses, and communities.
You are also able to generate two types of reports from Builder. These reports, the User engagement report, and the session/list items report, export both an overview of actions taken in your guide, as well as information about individual users and the actions they've taken.
The User engagement report details information per user to help you determine your most valuable users. The Session/list items report details data per session and per custom list item to identify your users’ interests.
Insights on the User engagement report include:
- Personal Identifying Information: Users email addresses, as well as first and last names.
- Session count: How many times the user has accessed the guide.
- Post count: How many times the user has posted to Interact or liked a post (requires the Interact feature).
- Scheduling count: How many sessions the user has added to My Schedule and how many custom list items the user has added to the To-do list (requires My Schedule and/or the To-do list).
- Connections count: The number of connections a user has made via the Connect feature in the guide.
- Custom list messages sent count: How many messages the user sent from the Contact button
- Individual Attendee Reports: The specific sessions and list items the user added (requires My Schedule and/or the To-do list), as well as session and post count.
Insights on the Session/list items report include:
- To-do adds: Unique custom list items and how many times they've been added to a users' To-do list (requires at least one Custom list and the To-do list feature).
- Messages sent count: The number of times a message was sent from the Contact button of a custom list
- Session adds: Unique sessions and how many times they've been added to a users' My Schedule (requires the Schedule and My Schedule features).
- Individual custom list items and sessions: List of users (by email and name) who added the list item or session to their To-do list or My Schedule.
To comply with GDPR regulations, these reports will only show users who have opted into GDPR privacy. Users who do not consent to sharing their activity will be omitted from these reports.
Generating Reports
There are two ways to access the User engagement and Session/list item reports within Builder. From the guide dashboard, either click on the more options ellipsis button (⋯) to the right of the guide title, or the Audience management card:
From the more options ellipsis button (⋯), click Generate reports. From within Audience management, click the Reports tab.
Set the date range for the report—the date range can be up to 90 days—and click Generate report.
On average, the reports take twenty minutes to generate because the report is compiling a lot of data. You do not need to stay in the reports section while the report is generating. It can take a shorter or longer amount of time, depending on how much data the report will contain.
When the report is ready to view, go back to the same area of Builder and click Access report to download the report to your computer.
Open the zip file that downloads to your computer. For the User engagement report, the folder will be called “user_histograms”, and for the Session/list item report, the folder is called “content_reports”.
User Engagement Report
Review the User engagement report to see who has posted the most on Interact, who has accessed the guide most, etc. Segment your audience based on thresholds of engagement that make the most sense for you and your organization. With a CRM like Salesforce or Marketo, you can then send tailored messaging to these segmented sub-populations.
Examples - Targeted Outreach and Promotion
From the above example, from May 1st to June 11th—the date range of the report—, Joanne and Judy are the most highly engaged users. Joanne has been active throughout the guide, and Judy is using the guide frequently to add sessions to her My Schedule and items to her To-do list, but isn't posting on Interact. Hannah, Candace, and Tim haven't used the guide much in this time frame.
Say we've created a mini competition in which the user(s) with the most in-guide activities will receive a prize. Prizes may include a gift card, a membership discount, a tablet, and/or an invitation to a private reception with the keynote speaker. Joanne would win the prize for this month in our case!
We may want to reach out to Hannah, Candace, and Tim since they haven't been very active in the guide. You could send them a targeted push notification through Guidebook, or send them an email through your system.
Navigating the User Engagement Report
The User engagement report has two parts: an attendee manifest and a folder of attendees.
The attendee manifest is a summary of the engagement of each of your users' who have opted in to share their personal data. The attendees folder contains individual spreadsheets for each user if you'd like to dive into more specific detail about particular users. The manifest looks like this:
In row 1, you'll see the column headers. The email and name columns give the user's email address, as well as first and last name. The attendee id column is a specific id given to the user. Session count refers to the number of times the user has opened the guide. Post count is the number of times they have posted to the Interact feed, liked a post, or shared a photo on Interact. Scheduling count is the number of sessions or custom list items the user has added to their My Schedule or To-do list, respectively. Connections count is the number of connections a user has. Custom list messages sent count is how many messages the user sent from the Contact button.
You can filter or sort the columns to help you figure out which users are highly engaged and active in your guide, and which are not.
Depending on what you're looking to do with the data, you might choose to sort by session count, post count, or scheduling count.
We may also want to look at specific details about a user. Take note of the attendee id, and search for that report in the “attendees” folder:
To view Joanne's individual document, we'll open the attendee_12657153.csv document:
We can see the same details we had access to in the attendee manifest, but we also have additional information. Scheduling count in the attendee manifest maps to Schedule Adds plus To Do Items Made in the individual attendee document. Similarly, post count on the attendee manifest includes Comments Posted, Likes, and Photo Posted. We're also able to see a timeline of when the user added various items to their My Schedule or To-do list.
Session/List Items Report
The Session/List Items Report is another way to segment your audience. This report focuses on the specific content items on your guide and your users’ interest in the content. For instance, with a custom list of exhibitors, you can see which exhibitors are most popular. Further, you can see which users are interested in each exhibitor specifically.
Examples - Lead Sourcing, Popular Sessions, and Feedback
Lead Sourcing
We've included a list of exhibitors in a guide. Users are adding exhibitors to the in-app To-do list to remind themselves to visit those booths. During or after the event, we can generate a Sessions/list items report to see which exhibitors are most popular. We can then take a look at a specific exhibitor’s data to view the users who expressed interest. These user’s name and email addresses can be passed on to the exhibitor as interested leads.
The data from these reports boosts the exhibitors’ return on investment and makes the guide a key factor in our business relationships.
Popular Sessions/List Items
It may be helpful to know which sessions were most popular as well as which sessions were least popular. Filtering the session manifest to determine sessions you will definitely have again at your event next year, and sessions you will consider dropping since your attendees weren't interested, is a helpful use case for this report.
Follow-up
Similar to lead sourcing, you could use the email addresses of the users who added a session to their My Schedule to follow up about the session, or send them content related to the session.
Navigating the Session/List Items Report
The Session/list item report has four parts: a custom list item manifest, a folder of custom list item reports, a session manifest, and a folder of individual session reports.
The manifests are lists of the sessions or list items in your guide, and a count of how many times the session or item has been added to the My Schedule or To-do list feature. Within the list item manifest, you'll also see a count of how many messages have been sent per item if you set up the Contact email field in Builder.
The custom list item and session folders contain individual spreadsheets for each list item or session. When you open one of these spreadsheets, you'll see a list of opted in users who have added that item or session to their To-do list or My Schedule, respectively.
You can filter or sort the columns to help you figure out which sessions and list items are the most popular, and which are not.
We may also want to look at specific details of a session or list item. Take note of the ID in column A, and search for that report in the “customlistitems” or “sessions” folder:
To view the most popular Stargazing session, we'll open the session_26153251.csv document:
We can see the same details we had access to in the session manifest, and we also have the list of user email addresses who added this session to their My Schedule and opted in to share their data.