Monitor your brand’s social presence and performance
Once you add your brand to a portfolio, you can view performance metrics like Facebook Fan Growth, Engagement, and Twitter Follower Growth as a function of time.

All the data is organized into a table format that can be aggregated into 1, 7, or 30 day periods. Users who wish to perform in-depth analysis may also download the data into a spreadsheet format.

Benchmark your brand’s social media presence and performance
In addition to monitoring your own brand with a portfolio, you can select multiple brands within your vertical for comparison by entering the names of the brands you would like to follow. This will help you benchmark your social media performance in terms of follower, fan growth, and understand the types of content that are successful or less successful.

Toggle between % Change, Raw Change, and Daily Change for alternate views.
View Content Activity
Within Portfolios, marketers can also view content activity of their brands and that of their competitors on Facebook & Twitter for the last 7 days. Activity can be filtered by network (Facebook and/or Twitter) and sorted by Recent or Latest posts.

The publishing time of posts can be viewed by hour for the last 7 days, providing insights as to how time of delivery may impact performance. Posts with greater engagement are represented by larger circles.

When multiple brands are added to a portfolio and compared in this view, the Share of Voice option reveals which brands are receiving the most engagement during a specific time period.

To help identify the most engaging posts, a timeline view of Facebook & Twitter posts is also available. View Facebook Likes, -Comments, -Shares, Twitter Retweets, or –Favorites of Page Posts and Tweets as a function of time.

Gauge a brand’s performance relative to its existing fan-base by viewing the metric “As a % of Fans”. Use the Benchmark drop-down to normalize the data to all brands or your specific vertical.

Discover the best time to promote your content
Facebook recommends posting at least 1-2 times per week; however, posting frequency should be based on the topic and time that works for your business.

By using the “By Hour” section, you can see the average posting frequency in your vertical. For example, if you’re a news publisher and you want to find out the content calendar of other news sites, you can look at their post, represented by a dot, relative to the x-axis (Day of Week) and y-axis (Hour of Day). As you can see, CNN is posting every 30 minutes starting at 6:00 pm PT and then every hour starting at 3:00 pm PT each day.

By contrast, BuzzFeed has a different strategy where they post content 10 -15 minutes after each hour. One possible explanation for this is that they do not want to compete with other news sites during the same time because of heavy competition in news feed.

Produce more shareable content
To help creative strategists design more compelling content, we’ve come up with a feature that analyzes post engagement over a 7-day period.

In the “Timeline” section, they can quickly identify which post generated more shares than others. Over time they can identify a pattern of creative elements that work exceptionally well and the ones that perform under the baseline. That way, they can understand what type of content tailored to their audience the most.

Could you define the data within Expander?
  • Rank: Terms are ordered based on relevance to your entry
  • Reach: The projected number of users a keyword will reach
  • Duplicated Reach: Total reach, including users who may be targeted multiple times by different keywords
  • Unique Reach: Total reach, excluding duplicate users
To run a sample Expander query, get started by first signing up here.
Can I share my Expander results?
Yes! Paid subscribers can share their Expander results with all users, including non-subscribers. Non-subscribers will be able to view the same exact results, making teamwork and collaboration among clients and partners even better.

Customize your sharing capabilities by defining 'Max Shares' and link expiration date. Once configured, click on 'Get Sharing Link' to receive a short URL to pass along to your colleagues.
Is all Expander data based in the United States?
The default country for Expander is set to the United States. If you would like to set your Expander default to another country, please contact us, and we would be happy to help you make the adjustment!
I've hit my daily limit of Expander queries! When do my searches reset?
Your Expander searches resets everyday based on Eastern Standard Time (EST). If you are interested in increasing your daily search allowance, contact us here.
Audience Matrix
What is the Audience Matrix?
Audience Matrix is an audience research tool, based on BN's proprietary analyses of millions of interests and topics and thousands of brands. Define your audience and learn about their Demographics, Interests, and Behavior.

Start learning about your audience and your competitors'. Signup with your email address to view the latest free data reports.

Where does Audience Matrix data come from?
The addressable audience data comes from various social social networks (including Facebook and Twitter) for topic & interests, pages you own, plus 16 Million user segments updated daily.
What type of research does Audience Matrix provide?
Understanding your target audience is critical for creating strategies and media plans to meet business objectives. You can utilize Audience Matrix to research the audience composition of the following:
  • Users associated with your Facebook Page
  • Users interested in specific topics, interests, and brands
  • Users grouped under Facebook's Broad Categories
Start creating better strategies and media plans by uncovering your target audience's penetration by country, age, gender, state, city, topic interests, and mobile device type.
What does "Index" mean in my Audience Matrix report?
The index provides a numerical point of comparison that helps you understand the relevance of an object versus the average Facebook population. For instance, if your report shows that 'Luxury Good's have an index of 437, this means that your target audience is 4.37x more likely to be interested in 'Luxury Goods' than the average Facebook user.

For example, assume on average that Facebook has 1000 total users and 100 users interested in Luxury Goods. If you have 1000 users and your users index 437 for Luxury Goods, this would mean that 437 of your users are interested in Luxury Goods.

Oftentimes, marketers will plan & buy media using targeting parameters that have high index values because they want to reach their target audience, as opposed to general Facebook users.

If the index equals 100, then the object is equally relevant to the average Facebook user and your target audience. If the index value drops to 80 (below 100), then the object is 20% less relevant to your target audience than the average Facebook user.
What targeting parameters can I use to create an Audience Matrix?
Available design parameters include: Keywords, Facebook Objects, Broad Categories, and Places.

  • Keywords: Interests & topics you wish to research. The information returned is derived from Facebook's Insight data within the last 30-day period. Enter your target audience's favorite brands and hobbies to see what other targetable interests have a high degree of similarity.
  • Objects: Pages & Apps associated with your Facebook ad account. The information returned is based directly on authenticated users engaged with Facebook objects you own - allowing for a more precise analysis versus a Keyword analysis by itself.
  • Broad Categories: Groups of interests and traits as defined by Facebook, such as Autos, Cooking, Entertainment, Movies (Comedy, Drama, Romance), and Sports (Baseball, basketball, football).
  • Places: City / State / DMA. Learn about the demographic profile for an area by entering a location.
How do I design my Audience Matrix report?
After setting target parameters, you can customize your Audience Matrix metrics. Our report is designed to be flexible and "pivotable" across all these factors.

Depending on your subscription plan, users will have a finite number of Design Points allowed per Audience Matrix they create. Each factor selected corresponds to a number of Design Points, with certain selections potentially requiring additional Design Points.

Additional levels of customization available for your report include having 'Male/Female' data split and the number of Keywords you would like your report to be indexed against. The 'Male/Female' split option is available for Keywords, Search Items, Countries, Topics, Categories, and DMA. The number of Keywords indicates the most popular Keywords you would like to analyze your audience against.
Under Topics, you have the option to limit results to brands and topics. This is a great option to select, if you want to analyze other brands that interest your target audience.
Are the reports available in other formats?
Yes, our reports can also be downloaded in XLS and CSV formats. Sample reports are available once you create an account.
Is all Audience Matrix data based in the United States?
When you create your Audience Matrix, you can change the default country in the 'Country' menu. If you would like the ability to create a Matrix in additional countries, please let us know!
Is there a benefit to associating my Facebook Ads Account?
Associating your Facebook Ads account enables you to create Audience Matrix reports on your own fan-base - one of the most useful reports you can create. To create this association, use our Facebook Advertising tool by visiting our Ads Manager page. Optimal will not access your account for any other purpose.
How much does Audience Matrix cost?
Click here to learn about pricing for the bn.data suite.