Resonate FAQs

We want to make sure that your Data Append process takes place quickly and smoothly. Please review and follow the rules and best practices below to understand more about the Data Append process.

Rules

Attribute Clusters

There are 16 Attribute Clusters from which you can choose for your Data Append.

The attributes contained in this list are not 3rd-party and are allowed forTargeting and Activation. (Learn why some attributes cannot be activated here. )

Spark Study (fka Custom Questions)

Your attributes and segments resulting from your Spark Study must meet a minimum sample threshold per attribute value in order to be available for Data Append. Your Resonate Customer Success Manager will work with you so that you understand which attribute values resulting from your Spark Study are available for Data Append.

Standard File Delivery

Resonate offers a file delivery standard of .CSV and JSON. Other delivery forms are possible, but you will have to pay a custom delivery fee.

Merging Files

As a result of the Data Append process, you will receive two files. One from our Partner, containingyour data and the matching Partner IDs at a row-level, and another from Resonate, containingPartner IDs matched to Resonate IDs. You are responsible for merging these two files and uploading/onboarding it to your CRM system or modeling infrastructure.

Use Case Limitations

Permitted use cases include:

Analyzing insights within your CRM or analytics system

Measurement and modeling for internal business purposes or email marketing

You may not use Resonate Data Append attributes for activation.

License Use Term

If you have the standard license of the Resonate Data Append service, you may use the appended Resonate data for 12 months.

After 12 months, you must stop all use of the data, take steps to delete it or re-license with Resonate if you wish to continue using the data.

Best Practices

Optimizing Match Rates

Our Partner accepts the following types of match IDs (and their combinations), listed in the order of ability to match (from highest to lowest):

Name & Postal Address

Plain text email

Hashed email

MAIDs

Telephone numbers

IP address

For the best match results, our Partner encourages clients to provide as much information and non-hashed emails in their files as possible.

The recency of your data also matters: Fresh data will produce better match rates.

Reminder on Timing

Appending Attributes from New Research Questions

Keep in mind that when Resonate releases new research questions, we need around 30 days for our models to mature.

Because of this, we recommend that if you're planning to append survey questions that are new (including your own Custom Questions), you wait to start your append project until we have enough modeled data.

If you want to gain a deep understanding of your known customers, users or voters through Resonate's attributesoutside the Resonate platform, Data Append is the right solution for you.

Example Use Cases

Use Case 1:Understanding Target Segments & Targeting Them with Relevant Messaging

Let's imagine that you're working for a travel company. On your website, your prospects can sign up for your newsletter that is segmented by vacation type. By appending Resonate data to your CRM file, not only can you customize your newsletter by vacation type, you can personalize it on an individual level, based on your prospects' demographic and psychographic attributes as well as their general travel behaviors, travel-specific values and motivations, and so much more.

Use Case 2:Understanding & Targeting Voters with Issues Relevant to Them

You are running a campaign for your political candidate. You want to understand the motivations and the current events and issue positions that drive voters' decision-making processes to learn how to message voters to gain their support for your candidate. You can append our Political & Advocacy Cluster, curated specially for our Politics & Advocacy clients, to identify voters who care about the issues your candidate stands for, who hold an opposing view, and those that are persuadable on those issues. Resonate's insights will let you gain a deep understanding of individual voters' policy views and attitudes, and empower you to speak to your targets with greater efficacy.

Use Case 3: Data Append to Recreate Your Typing Tool

You segmented your prospects and clients using an offline typing tool. You then ran a Spark Study (fka Custom Questions) with Resonate that allowed you to bring your offline typing tool research online. With Data Append, you can append your proprietary, unique attributes gained from your Spark Study to your first-party list and analyze it outside the Resonate platform.

The Appending Process

One significant advantage of Data Append is its quick and simple workflow. The end-to-end process involves 5 simple steps:

Resonate helps you with scoping

Delivery kick-off

Our Partner matches IDs

Resonate appends IDs

You merge the insights

1. Resonate helps you with scoping

Resonate will work with you to scope out your unique needs for the Data Append project. You will need to:

Identify the file to which you wish to append Resonate attributes, the number of records in it, and the type of ID (Name/Address, plain text email, hashed email, MAIDs, telephone numbers, IP address, or any combination thereof) to match against

Select from Resonate’s 16 Attribute Clusters and/or pick your Spark Study attributes (fka Custom Questions)

Choose a delivery frequency of one time, two times, or four times a year

2. Delivery kick-off

After signing your invoice or contract with Resonate, our Partner will provide you with a secure upload link (S3 or SFTP) and instructions as to where and how to upload your data for processing.

Your Resonate contact will send you File Formatting Guidelines for the file to which you want to append. Get familiar with these guidelines to ensure the success of the appending process.

Through a secure connection, you send our Partner the data against which you want to match.

3. Our Partner matches IDs

Within 7 business days, our Partner deduplicates, cleans, and processes your data into anonymous Partner IDs.

Our Partner sends you a file containing your data and the matching Partner IDs at a row level.

Simultaneously, our Partner sends Resonate the Partner IDs matched to Resonate IDs.

4. Resonate appends IDs

Using the file received from our Partner, Resonate looks up the Resonate attributes that correspond to the matched Resonate IDs.

Within 5-8 business days of receiving the file from our Partner, we will send you a file with Partner IDs and the appended Resonate attributes.

You will receive two files from Resonate, with the following formatting structure:

Resonate Attributes with RCID Delivery File:CSV file format, with thestructure of: RCID, “Attribute Value Key”, “Attribute Value Key”, etc.

Attribute Taxonomy Data Dictionary File:JSON file format, with the structure of: “Attribute Value Key”, “Attribute Value Name”, “Resonate’s Attribute Taxonomy Classification”

5. You merge the insights

Using the files you received from our Partner and Resonate, you merge your first-party data to Resonate attributes, using the mutual Partner IDs as the match key.

Upload your data to your CRM system or onboard it to your modeling infrastructure.

You are now ready to slice-and-dice the data to understand your customers better than ever before!

Data Append is a DaaS (Data as a Service) product, delivered outside the Resonate platform, giving you the opportunity to inform your first-party data with Resonate attributes at a unique ID level, within your CRM system, internal data storage systems, or modeling infrastructure.

Data Append allows you to learn the who and why behind your first-party data by enriching it with Resonate attributes. You can use your enriched data for more granular insights, modeling, and forecasting.

We partner with a leading safe-harbor provider to bring you this powerful solution. Resonate never sees or handles your first-party Personally Identifiable Information (PII).

How Do I Start?

Resonate Data Append is an add-on product to the Resonate Platform. To get started with the scoping process, contact your Customer Success Manager.

During the scoping process, Resonate will work with you to identify your unique needs for the Data Append. You will:

Identify the first-party data file to which you wish to append Resonate attributes, the number of records in it, and the type of ID to match against

Select from Resonate’s 16 Attribute Clusters and/or attributes from your Spark Study (fka Custom Questions). See chart below

Choose a delivery frequency of one time, two times, or four times per year

Resonate's 16 Attribute Clusters

What do I get?

At the end of the Data Append process, you will have received two files. One from our partner, containingyour data and the matching Partner IDs at a row-level, and another from Resonate, containing the Partner IDs matched to Resonate IDs. You simply need to merge these two Excel sheets into one and upload it to your CRM or onboard it to your modeling infrastructures.

Benefits of Resonate Data Append

Gain an understanding of your knowncustomers/users throughResonate’s proprietary attributes, including attributes from your Spark Study(fka Custom Questions - additional costs apply)

Reach prospects & customers more efficiently with relevantcontent and personalized messaging

Personalize marketing campaigns and customer outreachefforts

Optimize targeting, increase engagement, lift performance

Watch our product video to see how Resonate can help you understand who your customers are, take actions based on insights and measure your marketing efforts.

Watch our video to learn how Resonate's Intelligent Onboarding can help youfind and reach your target segments efficiently.

Resonate's Individual Append canenrich your customer files with additional datafrom Resonate, like your audiences and target personas. Watch our video to learn how this product works.

Watch our video to learn aboutourcomprehensivesolution for acquiring customersandsee how the Resonate platform can help you engage and convert consumers into customers.

We are excited to launch the latest version of the Resonate platform. In addition to its redesigned look-and-feel and updated top-tier navigation, Resonate 7 boasts of a more dynamic and fluid UI and optimized use of space all of which will allow you to work faster and more efficiently.

Check out our video to see what's new!

Watch our video to learnhow Audience Crosstab helps you measure how much of your audiences are engaging with your tags and see the overlap between audiences.

If you're new to the Resonate application, this video is meant for you. In less than two minutes, it will show you how to:

Create a new audience

View curated reports

Dive into analytics

A Tag, sometimes called a pixel or beacon, collects data from digital properties, such as websites or digital ads. Resonate Tags play an integral role in providing you with deep insights to better understand and engage with the people interacting with your brand and digital footprint. Tags are key to several Resonate products, including the Resonate Platform, Individual Append and Intelligent Onboarding.

Client Administrator users and Analyst users in Resonate have the ability to create and manage their own Resonate Analytics Tags. These Tags can be placed on web and media properties.

By analyzing the data captured in Tags, you can then gain insight into the audiences that are visiting your site, as well as who is being reached and who is responding to your marketing campaigns. Read more about our recommendations for a Tag measurement strategy.

How are Resonate Tags structured?

We have three main Tag types; a Dynamic Javascript Site Tag,a Media Tag and a Custom Image Tag.

How will Resonate Tags affect my site?

Resonate Tags do not alter your site visually and are invisible to users of your site. Resonate Tags can be served asynchronously and don't slow down how quickly your page loads. They won't affect your user experience or page load times.

As mentioned, we have 3 main Tag Tracker Types; Site, Media and Custom.

Site Tags are dynamic using javascript, and should be used to better understand visitors to your website.

Media Tags should be used to better understand people consuming your digital media.

Custom Tags should be used as a fall back option when a javascript tag is not supported such as tracking video ads.

There are 3 additional Tag Tracker Types; Click, Conversion and Impression Tag they are used less often.

Click Tags are only used to track and build analytics on ad clicks. They are inserted in an ad click stream and redirect through Resonate's CDN (Content Delivery Network) servers before redirecting to the final ad landing page. The available Tag Types for a Click Tag are 'Redirect unencoded' and 'Redirect encoded'.

Conversion Tags should be created to track and build analytics on site based events that are the KPI of the client’s ad campaign (e.g. get a quote, buy a product, sign a petition, etc.). Select 'Image' as the Tag Type.

Impression Tags should be created only when the pixeled event is an ad impression. The platform can produce the URL of the pixel which can be used as a 3rdparty tracking pixel in ad servers, or as an HTML Tag which can be inserted into the raw HTML of the ad.

After defining your audience, you can add it to an analysis to better understand the motivations and values of the people within.

There are two ways you can create an Analysis:

Build a new Audience and analyze it on the spot

Create a new Analysis from saved Audiences and/orTags

Build a new Audience and analyze it

Click the Segmentation tabto navigate to the Audience Builder. Alternatively, youcanclickon the plus sign on the Audiences tile to get to the Audience Builder. Build your audience, thenclick the Add to Analysis button. This will take you to the Analyze tab where you can analyze your newly-created audience.

You can add additional saved audiences to your analysis by clicking the “Add Saved"button, oradd a new audience by clicking the “Add New” button.

When adding a saved audience, use the tabs at the top of the page to view your saved audiences and Tags. You can add up to 5 different audiences or Tagsto one analysis. Once you're at five, you won't be able to add more. If you want to include a different audience or Tag in your analysis, you'll need to delete one.

As you add more audiences and tags to your analysis, each will appear as its own object in the left panel. Note that each object is color-coded, and the colors associated with each Audience or Tag will correspond to their values in the Analysis charts and graphs.

Create a new Analysis from saved Audiences and Tags

You can create a new Analysis from your saved Audiences and Tags.

To create a new analysis with a saved Audience, hover over the List icon in the top navigation, then click Audiences.

Find your audience on the Your Saved Audiences page and click the “Add to Analysis” button.

To create an analysis with a saved Tag, hover over the List icon, then click Tags. Find your Tag on the Your Saved Tags page and click the Analyze button.

Note: You can only add a Tag to an Analysis if it has seen enough traffic. How much traffic is enough? A good rule of thumb is that the website tag has seen more than 2,000uniques. This means the tag has fired more than 2,000 times. The Analyze button will be clickable once the Tag has seen enough traffic. If the button is not yet clickable, check back soon.

If you create a new Analysis, or open a saved Analysis,Resonatewill ask you if you’d like to save your current Analysis.

If you go back to the Segmentation Center to build a new audience, then click “Add to Analysis”, you'll see that the new Audience is added to the same open Analysis you've been working on. To create a new Analysis and start fresh, click the ellipsis () button in the top right corner of the Intelligence Center and select Create New Analysis.

We have 19 personal values in the platform from the work of social psychologist Shalom Schwartz. This personalvalue structure has been found to be cross-culturally stable and has been proven to be consistent with purchase outcomes.

There are 4 subcategories, with values in each.

Openness to Change

Pleasure - Enjoying Life’s Pleasures

Creativity - Freedom to be Creative

Independence - Freedom to Determine Actions

Stimulation - Life Full of Excitement, Novelties and Challenges

Self-enhancement

Influence - Acquiring wealth and influence

Authority - Being in charge and directing people

Reputation - Maintaining a good public image

Achievement - Show abilities and be admired

Conservation

Conformity - Avoiding upsetting or harming people

Tradition - Maintaining traditions

Duty - Obeying laws and fulfilling obligations

Security - Safety in community and nation

Safety - Safety in oneself and family

Self-transcendence

Tolerance - Acceptance of those who are different

Humility - Being humble

Dependability - Being reliable and trustworthy

Caring - Caring for family/friends

Nature - Caring for nature

Equality - Everyone treated equally

Learn more in this downloadable PDF.

From the Dashboard, click on the List icon in the top navigation and navigate to the Audiences page.

From the Your Saved Audiences page, click on the blue people icon next to the name of your audience. You can also click the ellipsis icon ... on the far right, and choose Change Image.

This will open the photo gallery.You can filter photos by clicking on the categories displayed across the top. Click on a fitting photo to save it for your Audience.

To change the photo, follow the same steps!

Resonate Elements are the 13,000+ attributes you know and love from our continuous research waves. You can find them in the middle of the Taxonomy in Segmentation Center - click Show More to see all the Resonate Elements that are available to you.

saved in an audience that you wish to use in Audience Crosstab

As you add attributes to your audience definition, icons will help you determine what the data source is for each attribute. Resonate Elements will have the "Re" icon in the middle panel and in the audience definition. This is helpful information when you're building audiences for use in the Audience Crosstab visualization since not all data types can be .

But first, what's an Attribute vs an Attribute Value?

We tend to use these interchangeably, but it's a simple parent-child relationship. An example of an attribute is gender (parent) and the attribute values are male and female (children). You could also think of attributes as the survey question we ask (what is your gender?) and the attribute values as the answer options (male or female.)

In our example below, Travel/Vacation is the attribute, and Beach/Lake Vacation is one of the attribute values.

Search for Attributes

Search for attributes using the search box in the top-left part of the Audience Builder.

Try searching for keywords or phrases that describe the attributes that you are looking for, such as "vacation." The search results display relevant information about attributes that will help you identifytheone you need:

The attributename

The breadcrumb or path that you could use to navigate to that attribute within the Taxonomy. It's helpful to pay attention to the breadcrumb as it will give more context as to which vertical the attribute belongs.

If the attribute is a Resonate Element, the full survey question for that attribute

A subset of the attribute valueswithin the attribute

The data type of the attribute (Resonate Element, 3rd-party, Tag,etc.) indicated by a label across the attribute’s name

later

Pro tip: Create your own Collections to save your favorite attributes for easy reference.Learn more about collections here.

Search for Attribute Values

You can search for specific attribute values the same way. Let’s search for "beach" next. Again, the search results will appearbelow, and the search results will provide you with information about the attribute values:

The Attribute name under which the attribute value belongs

The path to navigating to the attribute within the Taxonomy

If the attribute is a Resonate Elements, the full survey question for that attribute

The attribute value’s name

The data type of theparent attribute (Resonate Element, 3rd-party, Tag, etc.) indicated by a label across the attribute’s name

Adding Attributes and Attribute Values to the Audience Definition

When you find an attributeor attributevalueyou'd like to add to your audience definition, clickon it to add it to the audience definition panel in the right-hand panel.

When you add multiple attributevalues from the same parent attribute,they'll be added as a group. For example,if we add both International Travel and U.S. Travel to the audience definition from under the Travel/Vacation parent attribute, they will appear in the same group. And we would interpret this audience definition as “people whohave traveled internationally OR traveled in the U.S. in the past 12 months as a hobby.” We’ll talk more about changing the audience logic.

Filtering for Attributes

In addition to searching for attributes and attribute values, you can use the data type filter to find what you are looking for in the audience builder. By default, the filter is set to All Data. Click on the down caret to filter for one or more data types and view only those relevant to you.

You can exit the search view and return to the Taxonomy by clicking on Close Search Results under the search box.

Navigating the Taxonomy

You can also browse the Taxonomy to find attributes and attribute values.

You can drill into each category by clicking the category and subcategory headers. As you click through the categories, the available attribute values narrow down to match the sub-categories and attributes you’ve clicked in the left panel. For example, clicking Values & Motivations as the top-level attribute will show Life Stage, Personal Values and Psychological Drivers as sub-categories. As you continue to click into sub-categories, the attribute values will show in the middle panel.

Tags

You can filter and search for Tag data the same way as described above.Once you've added all your desired attributes or tags to an audience, you can add the audience to your Analysis by clicking theAdd to Analysisbutton. You don't need to save your audience before analyzing it, but if you'd like to, use the Save buttoninthe top right of the page.

Overview

Resonate is aConsumer Intelligence platform that gives you the deepest, most comprehensive understanding of the U.S. consumer by combining data from our National Consumer Study with direct online behavioral observations at scale.

Using artificial intelligence and machine learning, we’re able to dynamically identify and update 13,000 attributes for over 200millionU.S. consumer profiles.

Resonate’sNational Consumer Study

Our proprietary research fielded in our National Consumer Study is homegrown, continuously updated and available in the Resonate platform, as an always-on resource.

Built on scale and speed, our study is the largest of its kind in the United States. We’re continuously in field surveying 100,000 people per year,maintain survey responses on over 200,000 people over a2 yearperiod and releasenew data every 8 weeks.

That means every 8 weeks, you have an updated study to use to gain a deep understanding of the entire US consumer population.

This understanding serves as the foundation for everything we do.It reveals the Human Element the who, what, when, where and why about consumers at an individual level.

Ground Truth

So how do we know 13,000 things about 200 million U.S.consumers? It starts with a Human.

We ask questions to discover why people do what they do. We then combine survey answers with anonymous online behavioral data to form our ground truth that power our deterministic predictive models.

Let’s go through an example.

Jenna is invited to take our survey. But before she’s allowed to start answering questions, we ensure we’ve seen enough behavioral data against her device over the last 90 days to meet our strict modeling thresholds. If we have not seen enough behavioral data against her device, she will not be allowed to take our survey.

As she takes the survey, she’ll anonymously tell us that she’s female, has a 4-year-old daughter, values spending time with family, and intends to switch banks in the next 12 months among several other things.

From her online behavioral data, we’ll see that she’s been comparing banks that offer high interest rates, learning about starting kindergarten, and reading about the importance of eating dinner as a family again - among several other things.

We now know from her survey answersthat she’s intending to switch banks, and we know from her online behavioral data that she’s been comparing banksonline. We combine these two pieces of information to form our ground truth and our deterministic predictive model for “intends to switch banks.”

Now, when we see a person’s device that hasn’t taken our survey, and we can see from our behavioral data stream that they’re comparing banks, we can confidently predict with a high degree of accuracy that they’re intending to switch banks.

Multiply that by 13,000 attributes that are updated nightly at an individual level, and that’s the depth of understanding that is available in Resonate.

Survey Collection

The survey is administered online by our survey panel partners. The survey is not a pop up.

Our partners have a double opt-in process; once on recruitment to the panel, and again via an invitation to take the survey.

While our survey panel partners collect Personally Identifiable Information (PII) from the panelist upon registration (to deliver incentive, verify accuracy, and remove duplication), Resonate never receives this PII.

During the survey fielding process, we strictly enforce a series of demographic quotas to ensure survey panelists are representative of the adult online population.

During the survey loading process, survey respondents are rebalanced through weighting across demographic and behavioral elements to best represent the total online population.

Response Quality

We’re obsessed with data quality.Each and everyresearch wave, we exhaustively examine all possible survey response patterns to identify people who may be answering inattentively.We evaluate response patterns based on answers to“actual”survey questions,andalsoon"attention check" questions that surreptitiously reflect carelessness.

Typically, 5\% to 10\% of people who complete a survey are discarded due to the quality of their data. By eliminating these records from our survey data, the clarity and stability ofourinsights,as well as the precision ofourpredictive models,is enhanced.

You can create a new Audience from anywhere in the Resonate platform by clicking Segmentation in the top navigation.

add attributes

You can also create a new Audience from theYour Saved Audiencespage by clicking theCreate New Audiencebutton at the top right of the page.

Both of theseactions will bring you to the Audience Builder in Segmentation Center. On the left side of the page, you'll see the taxonomy in an accordion-style hierarchy. Navigate the taxonomy or use search to find and add attributes to your audience definition.

Next: Learn how to Search for Attributes andto your audience definition.

An audience - or a segment - is simply a group of people. An audience can be comprised of Resonate Elements (aka survey attribute values), tags, 1st party data you onboard into Resonate such as your CRM list, 3rd party segments, and behavioral attributes, and should be used for detailed analysis or as a way to activate media.

Resonate'sAudience Builder located in the Segmentation Center is an online tool that allows you to quickly research various categories such as demographics, media consumption, personal values, and product preferences to define your audience.

You can build an audience using:

Your Data including your tags, 1stparty data and appended 3rdparty data

Resonate Elements these are attributes that result fromResonate’scontinuous research

Additional data Behavioral data

Once you’ve defined your audience, you can add it to your analysis. Note that an analysis can contain up to five audiences and/or tags.

learn how to create an audience.

Next -

Survey FAQs

How is the survey administered online?

Surveys are administered through our survey collection partners who work through an online platform which houses our entire survey experience. Respondents are invited to take the survey and come from a double opt in vendors. The survey is not Resonate branded and is not a pop up. Additional information in our Methodology overview.

How do you choose to which devices to send survey requests?

We don’t directly target devices. In order to be eligible to take the survey, a respondent has to be in our survey vendor’s panel, over the age of 18, live in America, fit into a non-full quota (age/gender, income,etc), and meet our strict screening requirements on device and behavior data, and fit into a non-full quota.

Once a someone has taken the survey, when could they take another survey from Resonate?

Survey respondents are not re-contacted for 90 days after they’ve completed a survey with us.

How frequently are vertical specific categories asked in your survey?

Vertical surveys are rotated throughout the year and scheduled based on business requirements. For example, if a certain vertical is more important to our clients, we may ask it more frequently.

What characteristics are survey respondents weighted on?

We weight on the following parameters:

Age/Gender composite

Ethnicity

Income

Region

Education

Presence of Children

Registered to Vote

Time Spent Online

Do you capture mobile browser/mobile app data in your behavioral database?

We capture desktop and mobile behavior in our behavioral database.

Do you capture search activity from our behavioral database?

No.

Modeling FAQs

How do your models work?

Our models estimate the probability that a device on the internet is operated by someone with a givenattributevalue. Under the hood,our predictivemodels assess whether the presence of some feature (website visits, NLP category visits,etc) increases the odds of theperson behind thedevicehas the attributevalue. Weupdate our predictivemodels as newresearchdata becomes available.

How do you build an accurate model?

There are several steps to creating accurate models:

We start with psychometrically guided survey question structures

Exhaustively examine all possible survey response patterns to identify quality survey respondents

Execute advanced models on a 5-fold cross validation with 20\% hold outs, leveraging an L2 regularization to correct for complexity

Forupdatingmodels, we randomly hold out 20\% of the data for each question. This means that none of the calculus that tunes model parameters even knows these responses exist; they are purely for internal validation. The hold out set was already surveyed, we know their responses, and they passed our survey data quality QA.

Note that this hold out set has nothing to do with the survey design and audiences that are created from survey data have no random hold out set.

Audience Building FAQs

Why does the projected audience size change depending on what attributes are used in an audience definition?

We are predicting the presence of an attribute and every attribute across our cookie jar. When OR statements are created when building an audience, the Resonate platform will first try and accomplish that by looking at waves where all “or”sare present. If the audience that creates is above the existing threshold then it will present that audience, if it isn’t then it will look at imputed data across all waves and present that audience. This doesn’t directly relate to cookie modeling.

Single-Source Population

In order to model our proprietary attributes onto cookies to provide targeting and addressable insights, we must first understand the relationships between survey responses and online behavior. To do this, Resonate creates a single-source response set of survey answers and online behaviors. Online behaviors are populated through traffic partnerships spanning several million unique domains and hundreds of millions of pages, which are analyzed using advanced natural language processing techniques to identify the topic graph of each person at the attribute level.

When Resonate surveys a respondent, we screen for the presence of this cookie. If the cookie is present, we proceed with allowing the respondent to take the survey, providing us with survey responses and online behaviors for the same person (single-source sample). Resonate does not use the survey to drop new cookies, nor to populate existing cookies with survey attributes. The combination of survey response and behavior only exists within our research database, and is only used to uncover the predictive relationship between the two.

Sensitive Information

In the course ofour survey data collection process, we may collect responses to questions that are considered sensitive, such as personal relationships, health management, income, etc. We ask these questions in a thoughtful, non-biasing manner, demonstrating respect and thereby incurring low levels of survey abandonment at these junctures. As such, it is important that we protect the identities of our respondents. By not receiving any personally identifiable information on our respondents, the sensitive data remains anonymous. When we build models around this data and extrapolate to our full device pool, the data continues to be anonymous, with no links between our devices and PII. Resonate data is not subject to the electronic data restrictions of HIPAA, due to the lack of personal identifiers within the datasets.

Advanced Machine Learning

Resonate uses survey data appended with web behavioral data for the survey respondents to train advanced machine learning models to predict characteristics of web users based on their web behavior. By looking at the patterns of behavior of devices in the wild, using both domain information and natural language processed data,Resonatecan predict with significant accuracy the demographic, psychographic, and behavioral characteristics of visitors on the web. Marketers can then use these insights to learn more about who is visiting their web properties, who is responding to their advertising efforts, or determining who to target in marketing efforts.

Artifact of Independent Models of Attribute Values

When a Tag is combined with a survey attribute value together in an audience definition, our methodology uses independent models to produce insights. These independent models may not be aware of follow-on survey questions. Here's an example of a follow-on question: Do you have children? If yes, what ages are your children? “What ages are your children” is the follow-on question, and is only shown in the survey to people who answered yes to having children.

This can result in unexpected insights, such as seeing an insight that says some of your audience does not have children when the audience was defined as having children of a certain age. This only occurs when a tag is combined with a follow-on survey attribute value. We are working to address this within our methodology.

A work around to this is to include the preceding survey question in your audience definition; in this case, add “has children” as an attribute value.

We'reobsessed with finding ways we can continuously make using the Resonate Platform easier for you - whether it's getting started as a new user, quickly answering your business questions, staying up to date with our Product Releases, or finding helpful resources like training, videos, and webinars.

That’s why we’re happy to announce that we’ve carved out a spot on the Dashboard for Resource Center where we can highlight important assets that will help you as a user of the Resonate Platform.

You can rest assured that as we have new resources to share, we’ll update the content here.

Please note that this is our projected schedule. Dates are subject to change.

These dates reflect when the new data from each survey wave will be in the Resonate platform.

Wave 1906 - February 2020

Wave 2001 - May 2020

Wave 2002 - July 2020

Wave 2003 - August 2020

Wave 2004 - October 2020

Wave 2005 - December 2020

Wave 2006 - February 2021

What does limited mean?

Attributes that are limited can only be combined in an audience with other Resonate Element attributes. You cannot combine limited attribute values with a Tag, Behavioral attribute, 1st party data attribute, or 3rd party segment attribute in an audience.

It also means we cannot predict insights for these attributes against audiences that contain any of these types of data: Tag, Behavioral, 1st Party Data, or 3rd Party Segments from LiveRamp.The reason for these limitations is due to the fact that we cannot generate adata science predictive model behind that attribute. Learn more below:

How can I use limited attributes? What restrictions apply?

Limited Attributes CAN:

Be combined in an audience with Resonate Element attributes

Be activated and shipped to DSPs

Limited Attributes CANNOT:

Be combined in an audience with the following data types:Tag, Behavioral attribute, 1st party data attribute, or 3rd party segment attribute.

Be seen as insightswhen analyzing an audience that contains any of the following data types: Tag, Behavioral, 1st party data, or 3rd party segment.

We recommend against using limited attributes inaudiences that you wish to use in Audience Crosstab, as limited attributes do not produce results when crossed with a tag.

How can I tell which attribute values are limited?

You can determine which attribute values are limited by looking for the limited "L" icon in the middle panel in Audience builder and in your Audience definition.

Why are attributes limited?

Attributes are limited when we cannot generate a data science predictive model behind that attribute. Attributes are limited for one of the below reasons:

It's a third party appended attribute - we do not model third party attributes.

It's an attribute value that does not have enough survey responses for our data science team to develop a predictive model.

It's an attribute where there are too many single select answer options for that survey question. For example, individual age. The answer options are 18-100. Too many single select options prevent our data science team from being able to create a good model. See below for workarounds.

It's an attribute where there are single select answers to a survey question, but one answer has low sample. This makes our data science team unable to generate predictive models for answers to the entire survey question. As best we can, our research team tries to avoid this scenario, but sometimes it does occur.

Work Arounds for Too Many Single Select Option Survey Questions

There are ways to work around attributes with too many single select options for survey questions.

Individual Ages, ex, 18, 19, 20.

a. Age Groups (ex. 18-24) are not limited, use this instead

Employment Industry

a. Employment Status, Department, Role and Company size are not limited, use this instead

You'll also want to avoid using the above attribute values in audiences that you wish to use in Audience Crosstab, since they are limited. However, you can include these attribute values in an audience for media delivery.

Yes, the following attribute values cannot be included in an audience for activation or engagement. This means audiences that contain these attributes cannot be activated or targeted as an audience for media delivery, and they cannot be included in a data append.

Transgender Identity

Sexual Orientation

All Sensitive Health & Pharma Conditions and Conditions Management

Sensitive Health & Pharma Conditions include anything related to Mental Health or Cancer, including ADHD, Advanced Melanoma, Alzheimer's Disease, Carcinoid Syndrome, Depression/Bipolar Disorder, HIV, Leukemia.

These are grouped togetherunder the Resonate Elements group in the Taxonomy,bothinConditions and Conditions Management as "Sensitive Medical Conditions"

All appended 3rd party data.

Attributes that cannot be activated are flagged as such in the Audience Builder in Segmentation Center with an ! icon. Here's an example of a Sensitive Medical Condition.

NAI states on their blog that

Why is this the case?

For the first 3, we're aligning our definition of sensitive conditions to how the Network Advertising Initiative (NAI) defines them in their code of conduct. The NAI is an industry trade group that sets self-regulatory standards for online advertising. The "We recognize that some medical conditions are likely to be particularly sensitive or private in nature to many consumers. Targeting ads to specific users based on inferences about such conditions can make users uncomfortable or alert their friends, family, or coworkers about conditions the user may prefer to keep private."

3rd party appended data cannot be activated due to our contract with our 3rd party data provider.

A Flash Study is a short survey on any topic you care about that are fielded separately from Resonate's core National Consumer Study research. These quick, customized surveys take up to 5 minutes and allow you to drill down into specific matters you want to explore. Because Flash Studies are fielded outside of our the National Consumer Study research schedule, they also give you the ability to focus on and survey a particular audience.Note that Flash Studies come at an additional cost.

What's the process?

When you purchase a Flash Study, we will work closely with you to formulate the questions and answers for the survey. These questions will help us construct 3 audiences that, when analyzed in the Resonate platform, will answer your questions about your target segments. Data collected from your Flash Study will be tied to our 13K insights and 200M profiles, making it possible for you to enrich your new audiences before activation.

In general, Flash Studies have a quick turnaround rate. When we field your survey, we will aim to achieve up to 4K responses. You can expect to have your audiences in the Resonate platform 4-6 weeks after survey design sign-off. However, if you have low incidence questions in your survey and/or need to survey a unique audience, we expect to be in field longer to gain enough responses. Low incidence questions may require additional cost.

Before we load your Flash Study data into your Resonate account, we create audiences using responses from your study, and create high-performing look-alike models in order to identify hundreds of thousands to millions of consumers that look like the survey respondentswho met the criteria that you've defined for your audiences. These models consider behavior similarity and ensure that audiences are large enough for scale.

What can I do with Flash Study Data?

Activate these audiences with retargeting

Flash Study data is available for activation for 12 months

Your 3 audiences will appear in your Resonate account. You can refine and enrich them using modeled survey attributes, tag data, and behavioral attributes. Learn more about combining data types here.

Flash Study data is available in your account for the duration of your annual subscription

What can I not do with Flash Study Data?

You cannot see Flash Study attributes as insights

Answers are not available in the platform as attributes unless an answer reaches the minimum sample threshold required to show insights

You cannot combine with 1st-party data

You cannot combine with limited attributes

You cannot save Flash Study data in an audience you wish to use in Audience Crosstab

Example Use Case

Flash Studies can get you the insights you're looking for when you're short-pressed for time and cannot wait until our next Survey Wave is fielded and processed.

Imagine that you're a Marketing Analyst at a for-profit education organization and you want to understand the 3 types of recent graduates who would be interested in taking a part-time accelerated course for professional development. Resonate's Flash Studies can get you the answers by fielding your short survey to people in your target audience (i.e. recent graduates). You will have your 3 audiences ready for analysis in the platform in 4-6 weeks. Using Resonate's 12K insights, you can gain a deep understanding of what people in these audiences are like And after identifying the right creative, messaging and channels for them, you can take these audiences and engage with them online.

Interested in Flash Studies? Contact your Customer Success Manager to get started!

If you're considering running a Spark Study in our next research wave, contact your Customer Success Manager who will walk you through the details.Note that Spark Studies come at an additional cost.

At a high level, the process involves three major steps:

We work with you to define survey questions based on your objectives., the type of insights you need, and whether online targeting is a priority.

We place your question in our survey with any conditional screening logic, if appropriate.

Depending on our survey schedule, your insights are available in our analytics platform and ready for digital activation after approximately 12 weeks

Soon you’ll see aslightlydifferent log in screen when you log into Resonate as a result of someupdateswe are making to our backend authentication infrastructure. We wantto make you aware of this so that you’re not alarmedwhen you see the slight change.There's no action required by our clients as a result of this update.

Today's log in page is on the left, and after our updates it will look like the image on the right, with a wider log in button.

You may notice that as you're being logged in, the url will slightly change from signin.live.resonate.com to login.resonate.com. But don't worry, your vanity url and any bookmarks you have to log into Resonate will continue to work. There's nothing for you to do!

So why the change? We're updating our backend authentication infrastructure to use Auth0 as our authentication provider. Auth0 enables us to offer single-sign on (SSO) as a feature for our clients in the future, and bolsters our authentication security. If you're interested in SSO as a feature, contact your CSM or Sales Rep for more information.

What's New

Updates to the Engagement Center Page

If you visit the Engagement Center now, you'll see that we restyled the top of the page and moved the activation buttons to the left side of the page.

If you scroll further down to see Resonate's Activation Partners, you'll notice that we added Pinterest, Snapchat, and Twitter!

Reorganized Activation Partners on the Engagements Center

We also grouped our Activation Partners on the Engagement Center into three sections:

Digital Activation

In this group, we prioritized vendors by the ability of Self-Service Activation, followed by their rank in terms of importance and popularity.

Social Activation

Data Management

These partner groups are reflected in the Activation Partner drop-down selector, too, on the Delivery Configuration page. Here, the partners are ordered in alphabetical order to make finding them easier.

Even though Resonate offers over 13,000 insights, sometimes you need data that is not covered by our survey research. Data that is specific to your brand, niche group of consumers or voters, or the new product or campaign you plan to launch. We get that! That's why we offer Spark Studies, our solution to providing you with personalized insights that you can use for analysis and activation.

A Spark Study lets you add questions to our National Consumer Study - the largest ongoing online survey about people's motivations and values in the United States - to uncover information you are looking for. We model the attributes derived from your Spark Study onto the rest of the U.S. adult online population. You can then pair up your insights with thousands of behavioral and attitudinal attributes for a deep understanding of your audience. And once you know who your audiences are, and where to find them, you can deliver your messages to them online.

Benefits:

Deepen your market understanding with over 13,000 psychographic and behavioral attributes on top of your custom attributes

Test the viability of new market segments for development

Deliver online content to people who match your ideal content

See whether your target customers are really the ones engaging with your owned and paid media

Although Flash Studies (formerly known as Flash Surveys) and Spark Studies (formerly known as Custom Questions) both serve to answer specific questions and provide you with unique insights about your audiences, these two solutions have different benefits and use cases.

Timing

While Flash Studies are fielded in a standalone survey, separately from Resonate's core National Consumer Study research waves, Spark Studies are part of Resonate's core National Consumer Study. Because Flash Studies can run anytime, their turnaround rate is faster, making it possible for you to see results in 4-6 weeks after we begin fielding the survey. On the other hand, Spark Studies are fielded within our core National Consumer Study for about a month, then they go through extensive QA and modeling, making your data available in the platform 4-6 months after submitting the questions for your Spark Study.

Insights

Data resulting from Flash Studies is loaded into your Resonate account as Tag audiences and it is not available for insights. Data gained from Spark Studies is loaded under the survey taxonomy and these are available as insights. What both solutions have in common is that the resulting data is tied to Resonate's 200M profiles and 13K insights, which allows you to refine and analyze your audiences.

Activation

Both data from Spark Studies and Flash Studies can be used for activation for up to one year.

Measurement

You can measure your personas against Flash Study data, but you cannot measure them against digital touchpoints, nor can you trend them. On the contrary, Spark Studies are perfect for measuring against your personas and digital touchpoints.

Representative

Another significant difference between our two custom research offerings is that Spark Studies are representative of the U.S. online adult population, because they're fielded in our core National Consumer Study research. On the other hand, Flash Studies are representing a targeted group driven by your requirements (e.g. Smokers, Millennial Parent, etc.).

The following table summarized the differences between these two powerful Resonate offerings:

*upon reaching significant threshold to be modeled

How does the survey work?

The survey is an online survey administered by our survey panel partners. The survey is not a pop up that interrupts your web browsing experience.

Survey Collection Partners

We do not maintain our own survey panel. Instead, we partner with industry leaders to source sample from their panels. We maintain exclusive control of our survey content and user experience, enabling unmatched speed and versatility in syndicated research.Panelists are invited to take the survey either via email or an online portal all of which is administered by the panel partner.Our partners have a double opt-in process to ensure panelists know they have joined a survey panel. Panelists opt in on recruitment to the panel, and again via an email link to take the survey.

Sampling

All of our survey partners are thoroughly vetted on recruitment, sampling, and privacy practices, using ESOMAR (http://www.esomar.org/publications-store/codes-guidelines.php) and CASRO (http://www.casro.org/?page=TheCASROCode) standards. All of our partners use a double opt-in process to ensure that panelists know and understand that they have joined a survey panel, opting in on recruitment to the panel, and confirming opt-in via email link. The partners maintain a demographically representative panel, and consistently monitor and respond to panel health through new recruitment and retention techniques.

Privacy

All partners have clear privacy policies available to their respondents. While the partners collect PII from the respondent upon registration (to deliver incentive, verify accuracy, and remove duplication), Resonate never receives this PII. All respondents are identified to Resonate by an alphanumeric panelist key and Resonate has no access to connect that key with any PII. The vendor, who can associate the key to PII, has no access to any of the Resonate survey data. Therefore, no party can ever make a connection between survey response and PII.

Incentives

Survey respondents are incented for answering Resonate surveys. The partners are responsible for determining appropriate incentives to balance response rate and appeal across a wide variety of panelists. Most providers offer several different types of incentives, to maintain a representative sample, including cash, points, gift cards, charitable donations, loyalty rewards, etc. The partner is responsible for the distribution of the incentive to the respondent, either electronically or through postal mail, as applicable.

Balanced Sample

Resonate ensures that our surveys are representative of the total online adult population through quotas and weights. The first step occurs at recruitment, where we strictly enforce a series of demographic quotas designed to ensure that our sample matches the composition of the online adult population across the characteristics of age/gender composite, income, ethnicity and region of the country. During the survey loading process, respondents are rebalanced through weighting across demographic and behavioral elements to best represent the total adult online population. We weight on age/gender composite, ethnicity, income, region, education, presence of children, registered to vote, and time spent online.

Response Quality

Survey response patterns are closely reviewed via both automated and supervised methods to eliminate poor quality responses, including those who speed through the survey or those who provide non-thoughtful responses. We have time counters at the beginning and end of certain survey question blocks, as well as data quality questions inserted through out the survey.

Imputing Data

The Resonate Survey is fielded multiple times per year. In each survey wave, all respondents are asked a consistent set of core questionstypically demographics, consumer preferences, values and motivations, etc. Additionally, each survey wave may also include questions on a specific industry vertical, such as Automotive, Travel, Finance, etc.

In order to allow our clients to build audiences and obtain Insights using any attribute in any survey wave, we impute some respondents’ answers to non-core questions.

To accomplish this, we model the unanswered industry vertical survey attributes using answered core and industry vertical survey attributes. We continue this process sequentially, drawing values from the initial models to be used in subsequent models--a process known as Imputations by Chained Equations. Once the imputed values are calculated, they are evaluated to ensure that they are consistent with the non-imputed values. Inconsistent imputations are eliminated and the remaining values are utilized in the Resonate Analytics platform for insights on survey-based audiences.

Invitation Email

YourResonate representative can invite new users to Resonate. Invitees will receive an email containing registration instructions.

Roles and permissions

Registration

Follow the Registration link in the invitation email to register your user account. Administrator, Analyst, Viewerare predetermined when the invitation is sent.

The username for your account is the email address to which the invitation was sent.

The Resonate Analytics registration page requires the following fields:

First name

Last name

Title

Organization

Password*

Password confirmation*

*Your password must meet the requirements specified on the registration screen.

All new users must accept Resonate Analytics Terms and Conditions as part of the registration process.

Introduction

Resonate is dedicated to providing clients with unique insights and helping them understand what makes an audience's story interesting by identifying the data that stands out. To understand our insights, we rely on two metrics; Index and Composition. You will see an Index and Composition metric for almost every attribute value in Resonate.

There are two sides to the Index/Composition coin, and the correct way to interpret an attribute value's Index and Composition ultimately depends on the business needs, the use case and the subject you want to learn about.

If the focus of your research is scale, pay attention to Composition. Watch out, though, because if Composition is your sole metric for finding insights, you may only find things you already know, such as "lots of Millennials use Instagram."

On the other hand, if it’s precision and efficiency you’re looking for, rely on Index. It will tell you interesting things about your audience that you may not already know and help you differentiate your approach.

here.

For this guide, we'll use a couple of examples to demonstrate how to analyze these two metrics. For Examples 1 and 3, we'll assume the role of a marketing analyst at an Agency who wants to inform our client about what their audience cares about the most. In Examples 2, 4 and 5, we’ll be working for a Retail brand and will try to understand which TV shows and music streaming channels to advertise on.

What are Index and Composition?

Index measures how likely your audience is to have an attribute as compared to the baseline, e.g. the total adult online population. It answers the question, "How likely is your audience to have these attributes compared to the average U.S. online population, or to your selected baseline?" If the index number is above 100, people in your audience are more likely to have the attribute compared to the baseline. If the index number is below 100, the attribute is less present among people in your audience compared to the baseline. As a guideline, we look for attributes with an Index of 120, or above, to identify attributes that are unique and meaningful to the audience.

For example, if you see an index number of 260 for Family-friendly Product Attributes, it means that people in your audience are 160\% more likely than the baseline to value, or choose, products based on whether they are family-friendly.

You can read more about changing your baseline

Low-indexing attributes are also worth examining, for they tell you what your audience doesn’t care about. Don’t waste your budget on a creative that won’t click with your audience!

Example 1: As a Marketing Analyst at an Agency

We want to advertise children’s electronics to Millennial Expectant Parents. Our analysis will inform us that this audience is under-indexing for product attributes “durable” and “energy-efficient,” but over-indexing for “fun and exciting.” This means that a creative with a message of “The fun never ends with baby’s first computer” will likely outperform a message of “Now baby’s first computer has a great battery life.”

Composition is the number, or share, of those in the audience who have an attribute or trait. Expressed as a percentage, the percent Composition is the proportion of people in an audience who have a specific attribute value. If your audience has a Composition of 32\% for family-friendly product attributes, it means that almost a third of your audience values products that are family-friendly.

Index and Composition in Curated Reports

In most cases, components in our curated reports are shown by Index, with the minimum Composition threshold also indicated nearby. You will see that the minimum threshold can vary between 3\% to 15\%, depending on the report component. When developing each component in our curated reports, our product management team and professional services team work together to determine the appropriate Composition threshold for each report component to ensure that the data you see is both significant and unique to the audience.

When the minimum Composition is not defined, it’s because all attribute values are listed, and we don't need to rely on the Composition to filter the displayed attributes.

Sometimes, certain report components will display insights by Composition. These include demographic traits and other attributes where we bucket values into categories, expressing what percentage of the whole an attribute value is, like hours spent online per week.

When interpreting data that displays both Index and Composition, you should look for a balance between the two metrics, bearing in mind the specific use case and insight you’re analyzing. As a best practice, look at the Index to bubble upthe differences in attribute values, then examine the Composition for a closer look. If the focus of your research is scale, pay attention to Composition. On the other hand, if it’s precision and efficiency you’re looking for, rely on Index.

When to rely on Index?

As mentioned before, you should give more weight to an attribute’s Index when you are aiming for precision and efficiency, or when looking for attributes that are exceptionally unique to an audience. Index is a more telling metric when analyzing attributes that:

Are multi-select survey questions (meaning that the attributes have numerous values from which audiences can choose),

are a wide-spread trait for the majority of the population.

Usually, these attributes are retail brands, stores, restaurants, hotels or media consumption traits, such as magazines or TV shows.

Example 2: As a Marketing Analyst for a Retail Brand

Looking at an audience’s TV show consumption habits, filtered by Index (descending), we will see that the Composition is a bit low for the top indexing shows, but the Index is remarkably high. These are the attribute values that make an audience unique compared to thebaseline.

Note: A Composition of 5\% is good for attributes like “TV Shows Watch Regularly” because there are so many shows an audience can choose from.

Example 3: As a Marketing Analyst at an Agency

We've been asked to tell our client where their audience shops for retail apparel. In this specific use case, Composition is less meaningful than Index because we can expect that a large portion of the average online population has shopped with similar brands. We want to know whether shopping with a brand is unique to our audience, not whether they have shopped for it at all that’s why we’ll consider Index over Composition.

Example 4:As a Marketing Analyst for a Retail Brand

The “Download/Stream Music” attribute is also a good example for demonstrating that, in certain use cases, the Index should be the deciding metric. In our next example, we want to advertise to our target audience on a streaming service. Our analysis reveals that 20\% of these people are 5\% more likely to download or stream music on Spotify and 19\% of them is 8\% more likely to stream music on Amazon Prime Music. While these Composition numbers are solid, the Indexes are low, hence these attributes are not that unique to our audience. On the other hand, our audience is indexing at 128 for SoundCloud, with a 7\% Composition, which makes this attribute value more unique to them. So we recommend that if you’ve been allocating your streaming budget to Spotify and Amazon Prime Music, you should now consider SoundCloud as well.

Once you have identified the Indexes worth considering in your analysis, take a look at the Composition to verify that the insight is valuable to your research. What do we mean by that? The audience is over-indexing for "Tidal" in the image above. However, its Composition is <1\%. This tells us that less than 1\% of our audience actually uses this streaming service, so our marketing efforts would not be as efficient on this channel.

You can use the filter function to change the order of your insights and place the most relevant ones on the top of your list. You can filter alphabetically and by Index or Composition number. The black highlight informs you which filter you are currently applying.

When to rely on Composition?

Composition is your go-to metric when the aim of your research, or campaign, is scale.

Scale is important in advertising, and so is Composition. Composition helps you determine how large of a net you’d be casting if you were to activate against an audience based on one of its attributes.

Recall Example 4 about advertising on music streaming services. Our advertising on SoundCloud was an effort of precision and efficiency, while ads on Spotify and Amazon Prime Music gave us a better reach.

Example 5:As a Marketing Analyst for a Retail Brand

Similarly, if you had to decide on which social media channel to run your ad, look at your audience’s social media membership and identify the attribute value with the largest Composition. The higher the percentage is, the larger portion of your target audience you will reach with your ad. But! If we only rely on Composition here, we'd report back to our boss that we should run our social budget on Facebook...which is probably something they already know! If we also look at Index, we can see that our audience is 21\% more likely to use Pinterest, and this attribute value also has a healthy Composition. This tells us that, if we're not already doing so, we should incorporate Pinterest into our social media planning and budget.

Bringing it all together

The best practice for interpreting Index and Composition is to consider both metrics and weigh their significance according to your business needs, use case and the insight you’re trying to understand.

Index can help you find the needle in the haystack: It will allow you to identify attribute values that stand out from others and make your audience unique compared to the online adult population. Focusing on attributes that are unique to your audience will ensure that your targeting is precise and efficient. This strategy can help you find ways to break through the clutter and reach your desired audience.

At Resonate, we say that Composition is a great metric when you want to “get more juice out of the squeeze” because it tells you what percentage of your audience has the trait you're interested in targeting. Composition offers important and decisive data, but we recommend that you consider it after filtering your insights by Index. Most times, if you’re solely looking at Composition, almost everyone will look the same; consequently, you will have a hard time identifying what makes your audience unique.

The key to cracking the "When to use Index vs. Composition" question is that you keep your business goal in mind and analyze your audience's insights accordingly.

Whether you're completely new to Resonate or just need a quick refresher, we highly recommend our Getting Started with Resonate on-demand training. Take a look and learn about:

Audience building best practices

Getting answers fast to common questions with our curated reports

Answering specific business questions with deep analytics

Measuring digital touchpoints or tag performance against your target personas

Analyzing insights against tags in the trend chart

Click to download the accompanying presentation deck containing additional resources.

1st Party Data: Data provided by you - the client - like yourCRM file, email marketing list, DMP data, etc. Comes into the Resonate Platform under "My Imported Attributes" in the Audience Builder found from the Create tab - Create an Audience.

3rd Party Data :Resonate appends our primary research survey responses with offline purchase data and other 3rd party data sets in order to validate and enrich our attributes and insights. This matching uses verified Personally Identifiable Information (PII) by contracted panels and data partners. Resonate never observes, stores, nor sells this PII.

3rd Party Segments : Allows you to onboard 3rd party segments from hundreds of industry data vendors, including IRI, Kantar and Kochava, in order to gain a rich understanding of your customers, partners, and even your competitors' customers.

Activation Impression: When targeting and buying media, an Activation Impression is counted when an ad impression is bought using Resonate data (not when a device ID is simply delivered to a DSP/DMP). Activation Impressions also include Mobile IDs of audiences that are downloaded from the Resonate Platform and uploaded into client’s social media platform account such as Facebook.

Audience: A group or segment of people. An Audience can be comprised of Resonate survey attribute values, tags, 1st party data, 3rd party segments, behavioral attributes, geography data, etc, and should be used for detailed analysis or as a way to activate media.

Audience Events: An event is equivalent to a Resonate tag / pixel 'fire.' An event generally occurs when a page or ad creative is loaded, but can also occur when Audiences are onboarded into the Resonate Platform via a DMP. In that case, each matched ID would be an Audience Event. Audience Events allow for real-time research of engagers with that tag, unlocking 10,000 attributes about the people behind the click.

Baseline Audience: The baseline audience is the audience to which you're comparing your audience when viewing an analysis. The default baseline audience is the online adult population. For example, if you build an audience of Male Millennials and view insights, you're comparing the characteristics of your Male Millennials audience against the default baseline audience of the online adult population. You can change your baseline audience, and the Index and Composition metrics you see in your analysis will change depending on the baseline you set. For example, you can change the baseline to an audience of Males, and then compare characteristics of your Male Millennials audience against all Males.

Behavioral Attribute:An individual trait or characteristic that you can use to define an audience where the data is based on recent online content consumption. Ex. Read content online recently about Bluegrass Music.

CPM: CPM stands for cost per thousand impressions and is a term used in online advertising where advertisers pay for every 1,000 ads served.

CRM: Customer Relationship Management is a system that manages a company’s interaction with current and potential customers.

Composition: The proportion of those in a specific audience who have that specific trait. (Ex: Taking care of family, composition = 44\%, means 44\% of people in that specific audience values taking care of family when making decisions).

Cookie: A small amount of text data used to remember information from page to page and visit to visit. Cookies can contain information such as user preferences or shopping cart contents.

Custom Behavioral Audiences: An audience of Resonate device IDs that consumed a particular topic found in the Resonate Behavioraldata stream. Custom Behavioral Audiences are loaded into the platform by ResonateProfessional Services. Custom Behavioral Audiences can look back 30, 60 or 90 days and are loaded one-time into the Resonate Platform and do not refresh automatically.

DMP: A Data Management Platform vendors such as Adobe Audience Manager, Oracle Bluekai, etc, is a technology platform used for collecting and managing data for digital marketing purposes.

DSP: A Demand Side Platform vendors such as MediaMath, TubeMogule, and others, is a system that allows marketers to buy digital advertising inventory.

First Seen: The date that activity from the tag was first observed.

Impression: The display of an advertisement on a web page.

Index: Index scores report how more or less likely your specific audience is to possess a trait or attribute relative to the baseline audience, with 100 representing average. Any attribute indexing at higher than 100 is unique to your audience; if it is below 100, that attribute is less present among your audience than the average adult online. (Ex: Taking care of family, index= 152, means your audience is 52\% more likely than the average individual to value taking care of family).

Insight: Any individual trait or characteristic that you can use to understand a specific audience online.

Insight Group: Within each category (Personal Values), attributes/insights are joined into groups based on their similarities. Ex: Within the category “Personal Values” there is the Insight Group “Security” which includes the attributes/insights: Health & Longevity, Financial Stability, Self-Preservation. Under the Burst Chart in Audience Discovery are index scores for the Insight Group overall, representing how more or less likely the audience is to make decisions based on that set of attributes/insights.

Last Seen: The date that activity from the tag was most recently observed.

Limited : Attributes that are limited can only be combined in an audience with other Resonate Element attributes. Limited attributes cannot be combined with the following data types in an audience for analysis or activation: Tag, Behavioral, Geography, 1st Party, or 3rd party segments. Limited attributes will not show as insights against audiences that contain the following data types:Tag, Behavioral, Geography, 1st Party, or 3rd party segments.

Loads: The total number of times the specific tag associated with that activity has fired, including multiple loads initiated by one user (ie. one user visiting the page multiple times).

MAID: Mobile Ad ID an ID assigned to a mobile device by the mobile device’s operating system. Theyallow developers and marketers to track activity for advertising purposes.

OAP: Online Adult Population. The number of people in the United States who are online according to Pew Research.

Organic Traffic: Visitors who come to your Website from unpaid organic or natural search engine results.

Reach: The total number, or proportion of the total internet, that will conceivably be exposed to the media given how the target audience has been developed.

Resonate Elements: Attributes based on our continuous research data, informed by survey questions and behavioral data.

Site Affinity Report:The Site Affinity Report shows you a list of websites survey audiences frequently visit.Note that this feature comes at an extra cost.Contact your Resonate Client Partner to enable it for your account.The Site Affinity Report can help you identify where to find your audience online so you can make better-informed decisions for your targeting and ad-buying strategy. Looking over the report will also give you an additional understanding of what types of content people in your audience are interested in.

Survey Attribute:An individual trait or characteristic that you can use to define an audience that is based on data collected via the Resonate survey. Ex. Male or Female, Household income, Type of Car Owned, etc.

Survey Data: Data collected via Resonate's primary researchsurvey.

Sync Pixel/Tag: A tag is a snippet of HTML code that is loaded into the body of a web page, email, or media creative. The tag code captures information about people visiting a page, or those interacting with the media. A sync pixel is simply a specialized type Resonate tag. Our Intelligent Onboarding solution uses a Resonate sync pixel to connect our client’s unique identifier to a Resonate ID via a match table. No Personally Identifiable Information (PII) is ever exchanged in this process. The Resonate tag allows clients to bring additional data into the Resonate platform related to a consumer’s attributes (i.e. product purchased, dollars purchased, geo, times on site, etc.) for insights and activation.

Tag: A small snippet of code that is inserted into the body of a web page, email, or into a piece of media creative. The tag code captures information about people visiting a page, or those interacting with the media.

Tag Data: Once your tag has seen enough significant traffic, you're able to analyze your Tag Data to gain a holistic understanding of those interacting with your digital properties.

Total Internet Composition: The distribution of that trait or attribute among all adults online.

Unique Visitor (UV): Unique visitor to a specific web page.

Uniques: Number of unique users visiting a specific web page or taking a specific action online (Ex: Clicking on the media). Due to multiple people doing the same action multiple times, Resonate Analytics analysis requires a certain threshold of unique users take an action before the data is statistically stable enough to report on.

User Seat: A named person with a login to the Resonate Platform who can contact Resonate support.

Resonate Privacy Update:California Consumer Privacy Law

California recently adopted a new law on consumer privacy that will create new requirements related to data collected from or about California residents. The law also creates a limited private right of action for certain violations of the law. The California Consumer Privacy Act of 2018 (“CCPA”) goes into effect on January 1, 2020.

Resonate Impact

CCPA expands the definition of Personally Identifiable Information (PII) to include a more generalized view of ‘personal’ information. It includes IP address, browsing history, purchase history, and inferences about consumers. This expanded definition comes with obligations for handling and accessibility as stated above, but does not modify Resonate's current use cases.

The CCPA law does not change any part of the Resonate product experience or capabilities as enjoyed by our clients today. Resonate’s only impact is to develop functionality to manage the obligations surrounding the direct Resonate to consumer relationship. The planned work to support those obligations and will be in full compliance by the enforcement date.

Below is some brief background on the law’s passage and certain provisions of the law that are important to Resonate and our clients.

Background

The CCPA was introduced and passed in a matter of days at the end of June 2018, as legislators faced pressure due to a ballot initiative that was due to be certified. This ballot initiative was withdrawn in exchange for passage of the CCPA. The CCPA is preferable to the ballot initiative because it could more easily be amended going forward.

Resonate retains Venable LLP, a law firm at the center of the consumer privacy and protection discussion, to track and comply with the law and any amendments as they become available.

Key Provisions in the Current Law

Below is a high-level summary of CCPA provisions. This is not a complete list of obligations but captures the key parts of the legislation.

Definitional Scope:

The term “personal information” is broadly defined to include categories such as contact information, aliases, geolocation data, online activity data, IP addresses, unique identifiers (e.g., cookies) purchase history, and inferences drawn from such information to create a consumer profile. This definition is expanded from the current industry definition that does not include unique identifiers, IP addresses, etc.

The term “sell” covers a broad set of practices that involve the transfer of personal information to a third party for monetary or valuable consideration including renting, releasing, or making personal information available to another business. Transfers to service providers is excluded from this definition.

The term “collect” means personal information bought, gathered, obtained, received, or accessed pertaining to consumer by any means.

New consumer rights:

Access: Consumers can request access to specific pieces of personal information that a company has collected, free of charge. Additionally, consumers can ask a company to provide specified information about its data practices, including categories of sources for personal information, the purpose of collecting or selling the information, and the categories of third parties with which personal information is sold or disclosed.

Deletion: Consumers can tell a company to delete personal information that the company previously collected, and the company must instruct service providers to do the same.

Choice for data sales: At any time, consumers can opt out of a company “selling” (e. disclosing in exchange for any consideration) their personal information to a third party. Companies that sell personal information must add a homepage link entitled “Do Not Sell My Personal Information” that leads to an opt-out tool.

No discrimination: Companies cannot discriminate against consumers for exercising any of the rights above. For example, a business generally cannot charge a different price or offer discounts, unless the price difference is reasonably related to the value provided to the consumer through the use of the data.

Privacy policy updates. The CCPA includes several requirements for privacy policy disclosures, that will drive updates to Resonate’s online privacy policy.

Enforcement:

Limited private right of action. A consumer can file a lawsuit against a business that lacks reasonable security procedures, where this lack of security resulted in the unauthorized access and exfiltration, theft or disclosure of the consumer’s personal information. However, before bringing any such action for statutory damages ($100-$750 per violation), the consumer must give the business notice and 30 days to cure the alleged violations.

Civil penalties and opportunity to cure. There is no private right of action for other CCPA violations. The California Attorney General will enforce the requirements of the CCPA, and can seek civil penalties up to $7,500 per violation. A business does not violate the CCPA unless it receives 30 days’ notice of the alleged noncompliance and fails to cure it.

This video goes over how to create a Website Tag in the Resonate Platform, and then shows how to copy the Tag's code.

Create a Tag Video

This video goes over how to create a Tagto track a Click-thru URL.

Click Tag Video

The Personal Values report explains the why behind people's everyday decisions by uncovering what makes us the most human our values. Watch our video to learn how to use these insights to inform everything your go-to-market strategy, your customer segmentation strategy, your content strategy, and more.

This quick how-to video will show you howto identify and analyze people who visited a landing page but did not purchase.

On November 18, 2019, we released survey wave 1905 into the platform, which focused on Non-Apparel Retail and Home & Family.

As always, please note that models to show insights against Tag audiences take a day or two to populate after the release, so you may not see insights for these newly asked attributes against your Tag audiences right away.

Keep in mind that audience metrics may fluctuate as a result of the release.

What's New with Survey Wave 1905

Demographics:

Employment - Sources of 2018 Income

Lifestyle - Interests - Interest in NFL

Food & Non-Alcoholic Beverages:

Food - Snacks - Types of Snacks Purchased

Home & Family:

Health & Beauty - Vitamins

Vitamins Purchased Last 3 Months

Vitamin Purchase Location Last 3 Months

Dollars Spent

Reasons to Purchase Vitamins

Vitamins Purchased Used By

Media:

Media Consumption - Movies

Number of Movies Purchased Digitally Last 3 Months

Number of Movies Purchased on DVD / Blu-Ray Last 3 Months

Number of Movies Rented via Cable Provider Last 3 Months

Number of Movies Rented via Streaming Last 3 Months

Outside Streaming Subscription to Purchase TV/Movies

Outside Streaming Subscription to Rent TV/Movies

Media Engagement - Internet Engagement

Politics & Advocacy:

Commerce & Health Issues & Policies

Corporate Policy - Corporate Tax Rate

Healthcare & Biotech

Preferred Healthcare System

Subsidized Healthcare

Consumer Choice Issues & Policies

Substances - Raise Tobacco Purchase Age to 21

Education Issues & Policies

Program Funding - K-12 Education & After-School Programs Tax

News & Current Events

Politicians

Politician Familiarity

Top 2020 Democratic Primary Nominees

Revenue & Spending Issues & Policies

Income Taxes - Purchases of Soda

Security & Immigration Issues & Policies

Defense - Government Response to Tensions with Iran

Immigration - Ice Performance

Voting

2020 Elections - Integrity of Presidential Election from Russian Interference

Restaurants:

Fast Food - Whataburger

Retail:

Amazon - Other Amazon Memberships

Use Amazon Prime Wardrobe

Department Stores - Marshalls

Online - Marshalls

Dollar Channel - Dollar Stores

Dollar Store Shopping Frequency

Dollar Stores Shopped in Last 3 Months

Products Purchased at Dollar Stores Last 3 Months

Grocery & Convenience Stores

Snack Purchases - Fruit

Home & Electronics

HomeGoods

In-Store - HomeGoods

Online - HomeGoods

IKEA

In-Store - IKEA

Online - IKEA

Pier 1

In-Store - Pier 1

Tuesday Morning

In-Store - Tuesday Morning

Online Grocery Purchases

Meal Kit Companies

Online Grocers

Online & Mail Order

Wayfair

Travel & Hospitality:

General Behaviors - Leisure Travel/Vacation

Factors Influencing Where to Go - Availability of Desired Hotel or Resort

Hotels - Usage

Selection Considerations - Desired Dates

Values & Motivations:

Life Stage

Degree Increases Knowledge & Skills

Delay Important Deadlines

Education Life Stages

Continuing education in-person

Continuing education online

Get Promoted

Math Tests & Problems Makes Me Anxious

Motivation for College Degree/Professional Certificate

University Selection Considerations

Deprecations

The following attributes are being deprecated with 1905. It's best to update audiences with these deprecated attributes, as they will soon be inactivated. However, in the meantime, you will continue to be able to analyze audiences with these deprecated attributes, and audiences will continue to deliver.

Home & Family:

Appliances

Next Purchase Timeframe

Cooktop Purchase Timeframe

Dishwasher Purchase Timeframe

Dryer Purchase Timeframe

Fridge Purchase Timeframe

Stand Alone Freezer Purchase Timeframe

Stove Purchase Timeframe

Washer Purchase Timeframe

Start Appliance Shopping

Cooktop Shopping

Dishwasher Shopping

Dryer Shopping

Fridge Shopping

Stand Alone Freezer Shopping

Stove Shopping

Washer Shopping

Inactivations

The following attributes are being inactivated with 1905. You will need to update audiences with these attributes to analyze or activate the audience.

Consumer Preferences:

Behavior & Choice - Shopping Behaviors

Last Online Purchase Made

Start Online Purchase Search

Demographics:

Identity

Age/Gender/HHI with Kids

Age/Gender/HHI without Kids

Lifestyle - Hobbies & Habits

Membership Clubs - CD

Home & Family:

Other Purchases - Entertainment Purchases

Audio Books - How-To

Media:

Media Consumption

Movies (use the new updated attributes instead)

Number of Movies Purchased via Streaming Last 3 Months

Number of Movies Rented via Cable Provider Last 3 Months

Number of Movies Rented via Streaming Last 3 Months

Outside Streaming Subscription to Purchase TV/Movies

Outside Streaming Subscription to Rent TV/Movies

Television Shows

ABC TV Shows

Somewhere Between

Adult Swim TV Shows

Rick and Morty

AMC TV Shows

Halt & Catch Fire

CBS TV Shows

Zoo

Disney Channel TV Shows

Hotel Transylvania

FOX TV Shows

Feud: Bette and Joan

Fargo

The Strain

Taboo

HBO TV Shows

Room 104

The Deuce

Hulu TV Shows

Difficult People

MTV TV Shows

Teen Wolf

NBC TV Shows

Midnight, Texas

Marlon

Hollywood Game Night

Netflix TV Shows

Dragons: Riders of Berk

The Defenders

Narcos

Showtime TV Shows

Twin Peaks

Episodes

Dice

Starz TV Shows

Survivor's Remorse

SyFy TV Shows

Dark Matter

Blood Drive

TBS TV Shows

The Guest Book

People of Earth

Media Engagement

Daytime Television Hours Watched

Primetime Television Hours Watched

Touchpoints - Phone

Cell Phone Service

Voice, Text (SMS) & Data

Voice Service Only

No Cell Phone

Voice & Text (SMS)

Politics & Advocacy:

Civic Expression - Policy Orientations

Program Funding

Education Issues & Policies - Program Funding

Low-Income Education Funding

Energy & Environment Issues - Energy

Develop Natural Gas Reserves

How Natural Gas is Used

Legal Issues & Policies

Divide California

In Two

In Three

Revenue & Spending Issues & Policies

Income Taxes - Cut Mortgage Deduction

Immigration - ICE and Federal Deportation Programs

Voting

2018 Voter Landscape

Restaurants:

Pizza - Frequency

Technology & Telecom:

Electronics/Technology - Purchases

Audio & Video - High-end PC Speakers

Telecom - Wireless

Next Mobile Phone Plan

Voice Service Only

Voice & Text

Voice, Text & Data Service

Values & Motivations:

Life Stage - Education Life Stages

Spouse Obtain Master's Degree In-person or Online

Spouse Obtain Bachelor's Degree In-person or Online

You can activate your Tag (via retargeting or look-alike) - but you must first save your Tag as an Audience. Here's how to do that:

1. Save a Tag Audience

From the Dashboard, click Segmentation in the top nav, to get to the audience builder.

Next selectTagsunderYour Datain the Taxonomy sidebar.

Select the tag you want to use to create an audience with and add the Tag to your Audience Definition.

Then click theSavebutton in the top right corner of the platform and give your Tag audience a name.

You now have a saved tag audience!

2. Activate a Tag Audience

Next, go to theYour Saved Audiencespage by clickingthe List iconin the main nav and selecting Audiences. Here, find the tag audience you just created. Click on Activate.

On the activation configuration page, you'll be able to choose your activation partner and your destination. You can also create a new destination here.

Next, select your delivery's start and end dates.

Finally, select from the two delivery methods, Retargeting and Look-Alike Modeling (LAM), available.

Select Retargetingwhen you want to deliver to people based on their past observed behaviors. Resonate will consider users who were served your tag in the past 30 days and will deliver them to your destination.

Look-Alike Modeling is a better choice if you're looking to target people similar to your selected audience. This modelconsiders the aggregate behavioral footprint of users that match your audience and ranks them in order of importance. If you select LAM, you have to define your match rate. The lower the rate is, the less different the LAM audience is going to be from your tag audience. Consequently, the lower the rate is, the smaller the audience size is going to be. 30\% is the highest possible match rate for credible results. Setting the slider at 5\% means we will set aside the highest 5\% of closest matches. Setting the slider at 30\% is less stringent, we will set aside the highest 30\% of closest matches. Since the LAM pool is capped around 200 million devices as well as ranking varies from 1-30\%, it means up to 60 million devices can be activated against.

You'll begin all your Resonate activities in the Home page, also known as Dashboard. Here you can chooseto create new Audiences, Tags and Analyses, manage your existing assets and deliveries, or start activating an Audience.

Simply put, this is where you can access all the core building blocks of Resonate.

The four tiles on the Dashboard show how many of each object Saved Audiences, Tags Deployed Campaigns and Saved Analyses you have in your account. The View All button in each tile takes you to the full list of each item.

The Recent Activity Panel contains a list of Audiences, Tags and Analyses that you have accessed most recently. This activity is specific to yourindividual user account.

You can search for saved itemsusing the search. Apply filters to narrow your search by Audiences, Tags, Analyses, and Campaigns.

Use the Quick Links panel to easily create a new Audience in Segmentation Center, Analysis in Intelligence Center, or Delivery in Engagement Center.

The header navigation lets you move easily across the application between Dashboard, Segmentation Center, Intelligence Center, and Engagement Center. Use the + icon to create a new Audience, Tag or Analysis, and the List icon to manage all of your saved assets.

Roles are assigned to users when they are invited to register for the application. These roles allow for more control over access to projects. The following functions are allowed on a per-role basis:

Function

Administrator

Analyst

Invite Users (Resonate will create users for you)

X

X

Access Administration

X

Manage First Party Onboarded Data Feeds*

X

Create, Manage, Delete Audiences & Analyses

Create and Manage Tags*

View Curated Reports and Insights

View Site Affinity Report*

Create Projects and View All Projects

X

View all Campaigns, Audiences and Analyses associated with a Project

MoveCampaigns, Audiences and Analyses between Projects

*Note: These features are available to clients who have purchased these subscriptions.

Watch our webinar recording to learn how to grow your subscription business by:

Understanding the Website Journey

Segmenting your subscribers

Identifying content that works

Finding more of your best subscribers

Click to download the accompanying presentation deck.

Massive Scale Surveys

In order to understand motivations at census scale, we conduct far more surveys than any other consumer research platform - we maintain 200,000 active survey responses in our platform. Responses are pre-matched to observed individual content histories. We collect a representative sample from leading online panels.

Target & Optimize

In order to target and optimize media, we train predictive models on our primary research, and project our insights to the online population through the individual content feed. The resulting pool of 550 million addressable IDs is then available for analysis or delivery on video, display, social, or mobile media.

Big Data Content Feed

Resonate collects page-level content viewing data for over 10 billion events a day across millions of domains. We run that data through proprietary natural language processing algorithms to understand the topic-interest graph of each person, in order to associate that behavior with their underlying values and motivations.

Resonate’sTaxonomy is organized into three main groups to help you distinguish between data types available to you:

Your Data including your Tags, 1stparty data and appended 3rdparty data

Resonate Elements these are attributes that result fromResonate’scontinuous research

Additional data Behavioral data

To make finding data even easier, wegrouped similar attributes together and classified them in a structured category path.Here arefew examples:

Resonate Elements >Demographics > Demographics > Identity > Age Group > 25-34

Resonate Elements > Politics & Advocacy > Civic Expression > Ideology > Fiscal Ideology > Moderate

Resonate Elements

There are 16categories at the highest level ofthe Resonate Elementstaxonomy, and all attributes cascade from one of them. The categories are:

Values & Motivations

Demographics

Consumer Preferences

Media

Retail

Apparel

Home & Family

Health & Pharma

Restaurants

Food & Non-Alcoholic Beverages

Alcohol & Tobacco

Automotive

Financial Services & Insurance

Technology & Telecom

Travel& Hospitality

Politics & Advocacy

By default, Resonate Elements will display the top 5 categories. Click onshow more to expand for the rest of the categories. You can collapse the navigation back to its default state by clickingshow less.

Pro Tip:Search is the best way to find what you’re looking for in the Taxonomy. In the example below, searching for "Green" will return attributes and attribute values that matchthe searched term.

Consumers are always changing. One day they watchGame of Thrones, the next they're all abuzz with the latest aboutTheHandmaid's Tale. To keep up with this everchanging market landscape, we survey 6-8 times a year, bringing you the freshest data that is most reflective of consumers' hobbies, daily routines, values, habits, etc.

When we update data in the Resonate platform, some metrics will inevitably update as well. We believe that our latest data is our greatest data, and we recommend that, when possible, you use the most recent data in the platform to present analyses and make strategic decisions.

What causes Resonate data to change?

The Addition of a New Wave

Wesurveyconsumers year-round to keep up with their changing behaviors and attitudes that, ultimately, shape the market.As people's attitudes are changing towards product and services, data in Resonate shifts as well. Consider how the number of cord-cutters has increased in the past year. With Resonate data reflecting the changing sentiment of consumers, you would have made the decision to shift money from cable TV advertising to paid TV subscriptions, like Amazon Prime Video or Hulu. Data changes, and that's good because it means you can adjust your strategy accordingly!

Changes to vertical-specific data due to the release of a new waveAs you know, each survey wave focuses on a different vertical. With each new data release, data from an older release is retired, which may cause changes within the two affected verticals. For instance, if our upcoming release focuses on Financial Services and the oldest wavethat is being retiredfocused on Automotive, data in both verticals will change more noticeably than in other verticals.

New or Enhanced Modeling Technology

Modeling technology is continuously improving, and we are evaluating and adopting this new technology. As we introduce new technology and methodology to our modeling, our predictions become moreaccurate; therefore, data might change in the process.

Periodic Methodology & Metric Updates

Changes to our weights and quotas and updates to our metricssuch as the Online Adult Populationwill also result in data change. We are making these revisions periodically to accurately represent the online adult population in the United States, as the number of adults online continues to grow and change in terms of their ethnic and demographic composition.

What's affected by data changes?

Data changes may affect the following:

Index and Composition

Audience sizes

Metrics on the Category and Site Affinity Reports

How do I know these changes are valid?

We have strict processes for evaluating data changes before they become available to you in the platform.

To ensure response quality:

We use a statistical method that looks at response patterns to filter out poor responses

We ask data quality questions that detect poor responses

We implement time checks throughout the survey to filter out "speeders"

With the help of these methods, wediscardup to 10\% of responses from every survey wave so that onlyhigh-qualityresponses are included in the platform

While processing data:

We use distribution change reports to compare how much data has changed compared to previous data

We specifically scrutinize data with significant changes from previous data to rule out any processing errors

Only once we are confident do we release the data into the platform

We pride ourselves on providing you with frequently updated, fresh data. To ensure that you are usingthe latest and greatest Resonate data for your work, we encourage you to refer to our survey wave calendar and keep an eye out on data release notifications.