Accessing Brand Insights

Access your account at https://analytics.groundtruth.com/login 

Your Sign In

To sign in to GroundTruth Analytics, enter your GroundTruth username (email address) and password provided to you by your account representative.

If you do not have an active user account, please request one from your account representative.

Navigating GroundTruth Analytics

Upon signing in, use the left-hand navigation panel to access the Brand Insights folder which contains all Brand Insights dashboards.  

To switch between dashboards, click the hamburger menu icon  to expand and collapse the navigation panel.

Getting started

Dashboard Navigation and Functionality

All Dashboards consist of 3 main navigation sections:

  • Filter: used to manipulate what data is displayed in the dashboard
  • Control: used to perform actions on the dashboard like Run and Download
  • Data: contains all data visualizations

Using Dashboard Filters

Each dashboard will have a set of filters available at the top.  These filters allow you to update all views within the dashboard.  Filter values will be defaulted based on your user definition upon account setup.

To modify filters, expand the filter panel by clicking the arrow icon , update filter values and press Run  to refresh data in the Dashboard.   Once you are done modifying the filter values, you may collapse the filter panel by clicking the arrow icon in order to provide more space for the dashboard.

After updating dashboard filters and pressing Run, you may see an animated round icon in the right top corner of each view.

This indicates that the view is still loading and currently displayed data has not been refreshed with the new filter values.

 

Downloading Data

Downloading Dashboard

Dashboards may be downloaded to file in PDF format.  To do so, press the gear icon on the top right and choose Download to PDF.  This will prompt you to name and save the generated file.

Downloading View Data

Each view may be downloaded individually in several supported formats.  In order to download individual views, hover over the top right corner of the view to activate a menu icon .  Press on the menu icon and select Download Data.  Choose from the available list of output options and save the generated file.

Reading Data Charts

Each dashboard includes multiple brand insights charts and graphs.  You may hover over the question mark icon near each view’s title  to display a tooltip describing how to interpret data contained in the view.

Understanding Brand Insights Dashboards

Dashboards Overview

The following dashboards are included in the Brand Insights Platform:

  • Market Share – a quick overview of how your brand performs within the subvertical in any given month or quarter.  This dashboard should be used to gauge overall health of your brand as compared to the other brands within the subvertical.
  • Brand Foot Traffic – compare your brand’s foot traffic to a set of custom defined competitors.  Drill into specific geographic markets to better understand your performance against your competition.
  • Brand Affinity – gain intelligence about your customers’ visitation and behavioral patterns while they are outside your brand’s physical locations.  Understand your consumer preferences and lifestyles.
  • Audience Affinity – focus on a specific behavioral segment to better understand its preference and lifestyles in order to develop a marketing strategy for your brand.

Data Overview

  • All dashboards provide a Monthly snapshot of data by default.  
  • Market Share and Foot Traffic dashboards can alternatively be switched to display Quarterly aggregates.
  • Dashboards data is refreshed monthly, with previous month’s data becoming available around the 10th of the month.
  • When navigating to the dashboard, the Month filter will be pre-populated with the latest month for which data is available. To switch to view previous months, change the filter to any of the available months values.
  • Data is available starting Q4 2018 and will be retained historically for 18 months.

Market Share Dashboard

Description

Includes insights about market share of your brand within it’s subvertical.

Filter Criteria

Filter Name

Description

Properties

Vertical

Vertical to which your brand belongs

Required one value.

Subvertical

Subvertical to which your brand belongs – this will be used to compute the market share composition

Required one value.

My Brand

Name of your brand

Required one value.

Month

Month for which you want to do analysis

Required, unless Quarter value is selected.

Quarter

Quarter for which you want to do analysis

Required, unless Month value is selected.

Insights Definitions

Insight Name

Description

Share of Foot Traffic

National share of foot traffic to your brand as compared to your brand’s subvertical.  Calculated for the selected time period.

Market Composition

List of brands comprising your subvertical and their respective national market share for the selected time period.

Monthly Trend

Three month trend of changes in your brand’s national market share.

Regional Trend

Market share within each of the four regions.

Local Market Share

Market share within each DMA.

Market Share by Day of Week

National market share by day of week.

Market Share by Time of Day

National market share by time of day.

Top Crossover Brands

Top 25 brands with the highest percentage of shared visitors.

Brand Foot Traffic Dashboard

Description

Includes foot traffic insights when compared to a custom list of competitors, with ability to drill into local geographic areas.

Filter Criteria

Filter Name

Description

Properties

Vertical

Vertical to which your brand belongs

Required one value.

Subvertical

Subvertical to which your brand belongs – this will be used to compute the market share composition

Required one value.

My Brand

Name of your brand

Required one value.

My Competitors

A list of brands you consider your competitors

Required at least one value.  Can select multiple values.

Market Type

National, Regional or DMA

Required one value.

Market Area

Geographic area for which you want to do analysis

Required at least one value.  Can select multiple values.

Month

Month for which you want to do analysis

Required, unless Quarter value is selected.

Quarter

Quarter for which you want to do analysis

Required, unless Month value is selected.

Insights Definitions

Insight Name

Description

Share of Foot Traffic vs Competition

Shows the share of foot traffic for each of the selected brands between My Brand and My Competitors.  Broken down based on the Market Type selection and display for each Market Area chosen.

MoM Share of Foot Traffic

Month over Month change in share of foot traffic among each of the selected brands.

Foot Traffic by Day Of Week

Percent of foot traffic occurring each day of the week as observed at the selected brands.  

Foot Traffic by Time of Day

Percent of foot traffic occurring each hour of the day as observed at the selected brands.  

Share of Foot Traffic by Time Period

Share of foot traffic captured by each of the selected brands within each time period.  Time periods are defined as follows:

  • Late Night – 0:00 to 5:59
  • Morning – 6:00 to 11:59
  • Afternoon – 12:00 to 17:59
  • Evening – 18:00 to 23:59

Foot Traffic by Time Period

Percent of foot traffic occurring within each time period as observed at the selected brands.

Shared Visitors

Percent of unique visitors who have been seen at both My Brand and a Competitor Brand within the selected time period.  Split by Market Type selected.

Brand Affinity Dashboard

Description

Includes insights into behavioral and visitation patterns of your brand’s consumers when they are outside of your brand’s physical locations.  Provides ability to compare your consumer behaviors to your competitors and drill into local geographic areas.

Filter Criteria

Filter Name

Description

Properties

Vertical

Vertical to which your brand belongs

Required one value.

Subvertical

Subvertical to which your brand belongs – this will determine the composition of brands included in the market share calculation

Required one value.

My Brand

Name of your brand

Required one value.

Market Type

National, Regional or DMA

Required one value.

Market Area

Geographic area for which you want to do analysis.  Multiple areas will display side by side.

Required at least one. value.  Can select multiple values.

Month

Month for which you want to do analysis

Required one value.

Behavioral Audiences

When selected, the list of audiences included in Behavioral Audiences Affinity view will only include selected audiences.

Optional.  Can select multiple values.

My Competitors

When selected, Behavioral Audiences Affinity will include a side by side comparison of affinity index for competitor brands.

Optional.  Can select multiple values.

Insights Definitions

Insight Name

Description

Brand Affinity Top/Bottom 15

Top/Bottom 15 brands with the highest/lowest affinity index to My Brand.  Affinity index is calculated by evaluating the likelihood of the same person visiting two brands as compared to average overlap of visitors between all brands.

Behavioral Audience Affinity

Affinity index of your brand’s consumers to behavioral audiences defined by GroundTruth.  Affinity index is calculated by evaluating the likelihood of a person belonging to an audience to visit your brand, compared to the average overlap between all other audiences to all brands within the same vertical.

Brand ffinity Index

Complete list brand affinity indexes to your brand.

Audience Affinity Dashboard

Description

Includes insights into location visitation behaviors of selected audience segment(s).  Provides ability to drill into local geographical areas.

Filter Criteria

Filter Name

Description

Properties

Behavioral Audience

Behavioral audience(s) for which you want to do analysis.

Required at least one value.  Can select multiple values.

Market Type

National, Regional or DMA.

Required one value.

Market Area

Geographic area for which you want to do analysis.  Multiple areas will display side by side.

Required at least one value.  Can select multiple values.

Month

Month for which you want to do analysis.

Required one value.

Vertical

When selected, the list of brands included in the Audience Brand Affinity view will be limited to these verticals.

Optional.  Can select multiple values.

Subvertical

When selected, the list of brands included in the Audience Brand Affinity view will be limited to these subverticals.

Optional.  Can select multiple values.

My Brand

When selected, the list of brands included in the Audience Brand Affinity view will be limited to these brands.

Optional.  Can select multiple values.

Insights Definitions

Insight Name

Description

Behavioral Audience Affinity

Complete list of affinity indexes for selected behavioral audience segment(s) within selected market area(s).

 

Appendix

Regions Definitions

  • Midwest – IL, IN, IA, KS, MI, MN, MO, NE, ND, OH, SD, WI
  • Northeast – CT, ME, MA, NH, NJ, NY, PA, RI, VT
  • South – AL, AR, DE, DC, FL, GA, KY, LA, MD, MS, NC, OK, SC, TN, TX, VA, WV
  • West – AK, AZ, CA, CO, HI, ID, MT, NV, NM, OR, UT, WA, WY