Stage Discovery provides a comparison between audiences for a particular Stage within a Goal to help you determine what influences your customers to convert. Since users can only be in one Stage at a time, understanding what makes users more likely to move from one to the next stage is essential for enabling goal based marketing.
Lytics Stage Discovery reports are updated in real-time enabling you to take action on marketing initiatives that drive your business goals. In order to access Stage Insights, you will need to have the Discovery Insights role enabled and have Audience Discovery reports set up.
NOTE: Please contact your Lytics Account Manager to generate these reports for your account.
Once a report is created, you can view it on your Lytics dashboard by navigating to Goals, selecting the one you would like to view, and on the individual Stage of interest, select the Stage Discovery icon at the top right.
Understanding Stage Discovery
Stage Discovery reports use data science algorithms to compare the audiences of users before and after completing the conversion event associated with a Stage in a Goal. These algorithms first observe the attributes of all the people in each audience and, based on those attributes, predict which users are most likely to move between audiences. For example, if most of the people in the target audience have affinity for content related to Drinks, anyone in the source audience who also has affinity for Drink related content is considered more likely to complete this stage. The degree to which they are more likely to convert is represented by lift.
Stage Key Performance Indicators
At the top of the report, you will see two metrics that give a high-level view of the Stage performance. The table below defines each metric and how often these numbers are updated in the UI.
|Not targeted users||The count of users who have not been targeted by any Experience in the Goal.||Every 2 hours|
|Likely to convert users||The count of users who are likely to convert on this Stage in the Goal.||Every 2 hours|
The Insight Explorer chart displays all attributes that indicate users are more or less likely to convert on a given Stage, represented by lift. Attributes are any data associated with the user profile, including behavioral scores, affinity for a certain topic, impressions on a particular campaign, or audience membership.
Each attribute is represented by a circle. The size of a circle reflects how many users have an attribute, and the opacity indicates how much lift is provided. You can switch between positive and negative lift with the Likely and Unlikely buttons at the top right, and filter the attributes using the All attributes dropdown. Click an attribute to view additional details including how many users have that attribute and how much lift is provided.
Insight Table View
At the bottom of the Insight Explorer, select Show details for a table view of the attributes. This shows the Type, Lift percentage, and the count of Users likely to convert (or "unlikely" if you've selected that button above). You can filter the table by any of these to get a better sense of what attributes have the most influence on getting your users to convert for this Stage.
|Likely to convert||The count of users who have an attribute indicating they are more likely to convert on this Stage.||Every 2 hours|
|Unlikely to convert||The count of users who have an attribute indicating they are less likely to convert on this Stage.||Every 2 hours|
Similar to the Insights on Audience Discovery reports, Stage Insights surface attributes that are immediately actionable to target users who haven’t converted on this Stage. For example, the insight card below shows that for this Stage, users who have seen the campaign “Web - Email Capture Newsletter Form” are 26.8% more likely to convert from Unknown > Known, which is the goal of this Stage.
Note: Some insights will suggest an attribute that provides negative lift — that is, users with a particular attribute may be less likely to convert. Audiences created with an attribute that provides negative lift will exclude users with that attribute by default.
The donut chart provides a quick view of the source audience for this Stage. The area in dark pink represents users likely to convert and the light pink area represents the remaining users in the audience.