Xeerpa Dashboards: Home
Xeerpa Dashboard’s home page shows all your personalised segments created in the platform. A segment is a group of users who meet some speciﬁc criteria. In the following example, there are some segments of users who follow EVO Banco, Bankia, Santander, etc. You can create your own segments, for example people interested in Electronics, users who travel a lot, Top Inﬂuencers who like Pop Music, Users interested in a Healthy Lifestyle… are just some examples of segments that can be created.
For example, a segment like “Animal lovers” can be created, which could cluster the fans of brands like Royal Canin, Whiskas, etc. or “Bikers”, which could be compounded by followers of cycling communities or brands like Trek, Giant, BH, etc.
This format with separated columns allows to easily compare different segments.
The Filters Bar
Xeerpa’s ﬁlter bar allows you to analyse a speciﬁc group of people out of the whole community of users in the database. Users can be analysed based on their gender, age, social value, inﬂuence, engagement value, promotional score, if they already are in the CRM, the Social Network they logged in through, etc.
It is also possible to add Likes to the ﬁlter, in order to select the followers of one or more speciﬁc brands, as well as Apps or Promotions in which they have participated .
The Interests screen displays a ranking with the most favourite brands followed by the users matching the criteria set in the ﬁlter (all users if no criteria is speciﬁed). Every time we establish a parameter, Xeerpa’s analytics will focus the results on that speciﬁc segment created by the ﬁlter.
The Interests are organised in a tree (see left side) with Top Level categories and Subcategories, which extend the detail of the classiﬁcation.
The blue bars in the categories tree show the interest generated in each item.
You can also select a speciﬁc category or subcategory in order to see the speciﬁc brands that compound that category, which get displayed on the right side of the screen.
In this example, the screen is showing the Sports category, displaying all the Retail brands, clubs and athletes preferred amongst your users:
It is possible to add any element to the Filter Bar and apply the selection to identify the followers of that speciﬁc brand. In this example, ING Direct is selected from the Bank category and Amazon from the Shopping category, to identify “Digital Users”, users that may have more chances of doing transactions online:
Once we have selected our target establishing the appropriate criteria in the ﬁlter, we can easily see who are the users that meet our actual criteria from the Proﬁles screen. In this example, we would be looking for female Starbucks followers who are Top Inﬂuencers:
This screen allows us to export the contact information of these users to an Excel ﬁle or Facebook Audiences, or event to a CRM Marketing list:
Individual User Proﬁle
The Proﬁles screen also allows us to select a speciﬁc user and open up her/his full proﬁle, which includes all basic data (name, age, location…), as well as the user’s Email, Inﬂuence Score, Engagement, Social Value, Promotion-Hunter Score, Summary of the Activity in the Social Networks, User Likes, Interest Scoring on each Category, Visited Places, Comments, Hobbies, etc.
The Locations screen shows an interactive World Map with the registered locations of the filtered profiles.
These locations will be displayed in groups based on the proximity to each other, which will expand after zooming in a particular area. The groups will have different colors depending on the amount of profiles compiled in them, and singular locations will show a single red mark in the map.
In this map, you can filter by country, date, city... Placing the mouse cursor over users' box of a country will pop a small window up, showing the amount of residents, national visitors and foreign visitors that we have gathered.
Examples: Identifying users who follow a “Luxury Lifestyle”
Navigate to the Interests page and select the “Fashion” category in the Interests tree. We are going to select brands associated with a Luxury Lifestyle, for example Channel:
After selecting the category in the tree, the most popular Brands and Retailers in Fashion will be displayed on your right.
With just a couple of clicks, we can then add “Channel” to the ﬁlters bar, which will allow us to ﬁnd the fans of Channel among the Luxury Lovers. We can keep adding other related brands, including other categories: certain types of Hotels, certain Restaurants, Car brands… anything that may indicate a more luxurious lifestyle.
We can now navigate to the User Proﬁles screen in order to see a list of all users that match our current ﬁlter, offering options to export the details as previously described.
How to create a personalised cluster
All the ﬁlters and segments that you will be using frequently can be turned into a dedicated column in the home page, always available and providing updated analytics in real time.
The Xeerpa Dashboard’s Interface allows you to create these personalised segments. In the Filter Bar simply click in the Segments selector and then click in New Segment.
In the Segment Creation window, you will be asked to enter a name for the segment and, optionally, an image or icon. If you do not select an image, the name of the segment will be displayed instead.
Origin of Data will allow you to select which source of data the segment will be related to. My own users will analyse the proﬁles who have logged in through your web, mobile app, promotion or wi-ﬁ spot.
Xeerpa Insights will create a segment with users from the Xeerpa’s benchmark database, an anonymised data base used to compare your own users with the global community. Choosing Both will create one segment for each source of data.
Show in Home Page will show the segment, if it is selected, as a column on the Home Page of the Xeerpa Dashboard, and you will also be able to select its position in the Pos ﬁeld. If you do not select this option, the segment will be displayed anyway in the Segments’s dropdown menu.
You can now click on Save to save the Segment, though it will not have any condition applied to it yet.
Now you will need to add some conditions to the segment, which can be done navigating to the Interests screen and searching the brands or products you want to associate to your new segment, as we saw earlier with the Channel example.
For example, to add Decathlon to the segment, you can click on the Options icon next to the Decathlon’s logo and select the segment you want to add it to, through the Add to a segment option in the segments selector. Finally, click on Save to save your changes. In that same way, you can keep adding new brands and products to the segment.
You can also apply any other criteria like the gender, age, inﬂuence, etc. to the segment by keeping this segment active and then selecting the rest of the desired conditions in the Filter Bar.
When completed, you can click on Save next to the segment to apply the selected changes. You will need to refresh the screen to see the changes applied.
How to delete, hide or show a personalised cluster
You can delete any cluster from the clusters' list by simply clicking in the trash bin on the right side of each segment:
Clicking in the cogwheel, instead, will open up the Cluster Edit menu from where you can hide or show any cluster in the Home page of the Dashboard, by clicking opting-in or out the "Show in home" checkbox.