New Intent Insight Report
Intent report with a lot more information, like trends, correlation, keywords categories and better visuals.
What is changing?
The earlier version of intent insight covered two major aspects, 1 - Consumer intent and, 2 -consumer mindset. The idea behind introducing these two aspects in the report what to give our clients a story of how a consumer thinks and how that thought process converts into intent. However, intent as a module is incomplete without measuring it across a period. In other words, the time dimension will be introduced as an addition. All earlier functions and cards will still be available to the users.
Why are we changing?
As mentioned above trend is a very important aspect of intent. These trends tell you a whole lot about a keyword or a category of keywords that you cannot understand when you look at the same data just at a point in time. So, let's imagine if there is a keyword that has a volume of 50 as of now. You really don't know what to make out of it unless you compare it with other keywords. However, that does not help you understand the real potential of that keyword. This is exactly what we are trying to convey by introducing trends.
The beauty of keyboard trends is, that we have the data available for the last 12 months, irrespective of the keyword you key in. Unlike the behavior report, very have data for all our internal cohorts and not for all the interests that exist. To get a behavior trend for interests that you want to investigate, you must set up a behavior trend report and can only see the data after about a month when the trendline starts to make some sense.
What's New?
Let's understand what's new.
Summary Card:
When you execute an intent insight report the first card that you see will be a summary card like before. However, it will have a new detail that also tells you which keywords your input keyword highly correlates with.
Core keyword trend:
Right next to the summary card you will see a Trend graph of the core inputted keyword along with the trend line to show weather the trend is increasing or decreasing. The modality in the overall trend, will also help you understand if this is a seasonal A.K.A Topical or an Evergreen keyword.
Consumer Mindset:
Consumer mindset is the next section which gets a visual uplift but overall conveys the same data and understanding of it. You may see a change in visualization off questions asked for your brand as against the competition.
Categories and Funnel:
This section is to where majority of the changes will show up. First up you we'll see a strip with three drop-downs.
Targeting Level:
First one will be targeting level. This is where you choose if you want to see a micro view at a keyword level or a macro view at the ‘category of the keyword’ level. When we categorize keywords based on Understanding of the keyword and where it belongs, it helps you identify keywords based on clusters. To give you an example when you go to an Amazon product page, in the review section of the product you see tags to the left of the page that help you Steve reviews based on tags that are identified based on frequencies of repeated words across reviews. We have tried to bring in a similar functionality that helps you identify the branches of the keyword that you've entered. For example, if the entered keyword is Starbucks, then you're most likely to get categories (between 3 to 7) like, coffee, cappuccino, Wi-Fi, cookies, Frappuccino, iced. This drop down helps you choose if you want to see the targeting at category level or have a granular view of the keywords.
Conversion funnel:
Tt's like what we had earlier. Instead of making an interactive visualization allowing you to select a section of the funnel, we have added interactivity by means of a drop down where you can choose if you want to see one level of the funnel, two or all three.
Keyword clusters: this card as well it's like the word cloud that we had in the earlier version. It helps you look at keyword from a more detailed categorization of the keywords that we had picked. Word drop down helps you select what cluster you want to see or exclude.
Keywords (Table): next what you see is a table of keywords that also has volume of each of the keywords and categories mentioned right next to it in the above strip if you select keyword level you will be able to see keywords and categories. However, if you select category, you will only be able to see the category and volumes. You also have the option of selecting the keywords that interest you to add them 2 the trends card. You will have the option of exercising the same feature if you select categories instead of keywords.
Trends (Graph): the trends graph is a polynomial line graph that helps you visualize the highs and lows of a keyword or a category that you have selected. It offers the option of comparing a maximum of two keywords or categories and their trends. It also displays Co relation between both the keywords and gives you the ability to add a trendline to show the direction of the trend.
Conclusion:
There are multiple use cases that these new cards can satisfy. One of them is:
1. Ability to compare one keyword at a current point in time with a trend of the same keyword for the last one year.
2. Ability to compare the trend of one keyword with the other.
3. Ability to understand the correlation between one keyword as against the other.
The three pointers mentioned above itself can tell you whether a keyboard itself is increasing or decreasing in trend, or the whole category is. If you see a keyword behaving abnormally as against its category, then you might want to compare other similar keywords and identify if the keyword is a rebel or if there are other keywords that are behaving similarly. Depending on the data it can help you identify seasonality or special assignable causes for this behavior.
Demonstration
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