Overview
Sona's Data Activation dashboard lets you monitor three key capabilities: account enrichment, web visitor reporting, and intent signals. This dashboard provides real-time insights into how many accounts you are enriching, how many anonymous website visitors you are identifying, and where you are calculating intent signals to understand buying behavior.
When to use Data Activation
To regularly monitor data activation metrics.
When analyzing website visitors and their engagement patterns.
To understand identified accounts by revenue, employees, industry, or marketing channel source.
Prerequisites:
Sona tracking must be installed and active on your website.
Access to the Sona Data Activation dashboard, which becomes available after onboarding setup.
Sona pixel added to your website, for identified account segmentation features.
Step 1: navigate to Data Activation
Log into your Sona dashboard.
In the left sidebar, locate the Insights section.
Click Data Activation.
You will see the main Data Activation dashboard with performance metrics and charts.
Step 2: set your date range and comparison
Use the date picker in the top right, showing last month by default.
Select your desired time period using the dropdown menu.
Check the Compare box to compare current performance with a previous period.
The dashboard will update to reflect your selected timeframe.
Step 3: review account performance metrics
Examine the four main metric cards at the top:
Enriched Accounts: accounts enhanced with additional firmographic data, such as company size, revenue, technologies, and social profiles, during the selected time period.
Identified Accounts: the number of unique accounts identified from website traffic in the selected timeframe.
Accounts with ≥1 Intent Signals: accounts showing buying intent through page visits, content downloads, or similar behaviors during the selected time period.
Accounts with ≥1 Engagement Trend: accounts exhibiting engagement trends that indicate sales readiness during the selected time period.
Step 4: analyze web visitor activity
Look at the Web Visitors chart in the bottom left.
Review the total visitor count.
Examine daily visitor counts to identify patterns.
Use this data to understand your website traffic fluctuations.
Step 5: explore accounts by segments
Navigate to the Identified Accounts by Segment section, then click the available segmentation tabs:
By Revenue Range: segment accounts by company revenue size.
By Employee Range: group by employee count.
By Industry: group by industry segment.
First Touch Channel Source: group by the first marketing interaction.
Step 6: use time period comparisons
Enable the Compare checkbox to see period-over-period changes.
See percentage changes for the time periods compared.
Identify trends and seasonal patterns for different time periods.
Key concepts and best practices
Understanding account states:
Enriched Accounts: accounts enhanced with firmographic data like number of employees, revenue, and social profiles, most valuable for scoring accounts and sales outreach.
Identified Accounts: unique accounts identified from website traffic during your selected timeframe, the foundation for additional insights.
Accounts with ≥1 Intent Signals: accounts showing buying intent through behaviors like page visits, content downloads, or engagement signals.
Accounts with ≥1 Engagement Trend: accounts exhibiting engagement trends over time that indicate sales readiness.
Interpreting visitor versus account metrics: the relationship between web visitors and identified accounts helps you understand your account identification rate. With more identified accounts, you gain additional insights into prospect interests and timing considerations.
FAQs
What does the Data Activation dashboard show?
What does the Data Activation dashboard show?
The Data Activation dashboard shows real-time metrics for account enrichment, web visitor reporting, and intent signals, including Enriched Accounts, Identified Accounts, Accounts with at least one Intent Signal, and Accounts with at least one Engagement Trend, plus web visitor activity and account segmentation.
What is the difference between Enriched and Identified Accounts?
What is the difference between Enriched and Identified Accounts?
Identified Accounts are unique accounts recognized from your website traffic during the selected timeframe, the foundation for further insights. Enriched Accounts are those additionally enhanced with firmographic data, such as company size, revenue, technologies, and social profiles, which is most valuable for scoring and sales outreach.
How can I segment identified accounts?
How can I segment identified accounts?
Use the Identified Accounts by Segment section to view accounts by Revenue Range, Employee Range, Industry, or First Touch Channel Source. Combine this with the Compare checkbox to see how each segment's performance changes period over period.