Answer Engine Insights Overview

Answer Engine Insights is a collection of analytical tools that reveal how your brand performs across artificial intelligence answer engines, such as ChatGPT. Profound queries these answer engines and uses the responses to populate a dataset that uncovers how your brand is represented. 

Profound enables multi-faceted brand analysis through the following concepts:

• Visibility Score

• Citations

• Sentiment

• Share of Voice

• Positioning

• Charts

Prompt Driven Analysis

Prompts in Profound are the queries Profound automatically sends to answer engines on a daily basis. Profound aggregates the answer engine responses and builds a dataset that can easily be filtered to measure your brand’s performance in answer engine results. 

For example, Profound can use a prompt such as “What is the best tool for answer engine analysis” as a query for the answer engines. Profound then captures each response as a data-point, and creates a comprehensive view of how your brand is represented across all responses.

Topics

Topics are a group of related prompts organized around a common theme, product, or business objective. Topics provide a structure to your full collection of prompts.

Tags

You can apply tags to prompts as an additional layer of classification. You can use tags to group or filter prompts in Answer Engine Insights.

Insight Driven Action

Answer Engine Insights leverages a variety of analytical tools (such as Visibility) to help you identify actions that can elevate your brand’s presence across AI answer engine platforms.

Insights are designed to help uncover opportunities to improve your brand's overall presence across AI platforms.

Visibility Score

Profound tracks whether or not your brand appears in an answer engine response. If your brand is present, your visibility score increases for that response; if it’s not, the score decreases. 

The visibility score is expressed as a percentage, calculated by dividing the number of responses that include your brand by the total number of responses tracked. For example, if your brand appears in 5 out of 10 responses, your visibility score would be 50% (5/10).

Citations

A citation is a reference or link to a specific webpage, article, or resource within an answer engine response. Profound’s dataset tracks how often your brand is cited in responses, providing insight into how your site’s content is being used.

Sentiment

Sentiment is Profound’s evaluation of how positively or negatively your brand is portrayed in AI-generated responses. For example, an answer engine response mentioning “high cost” would lower sentiment, as it reflects a negative association with the brand. Conversely, a response stating “proven results” would increase sentiment, as it indicates a positive association.

Share of Voice

Share of voice measures the frequency of brand mentions in AI-generated answers in relation to competitors. Share of voice indicates the prominence of your brand when measured against other brands. 

The share of voice is expressed as a percentage, calculated by dividing the number of responses that mention your brand by the total number of brand mentions across all responses. For example, if your brand is mentioned 20 times out of 100 total brand mentions, your share of voice would be 20% (20/100). 

Positioning

Position describes how your brand performs relative to competitors in your market. It represents an aggregate of performance indicators, such as Share of Voice, resulting in a ranked score. A lower position value indicates a higher rank, reflecting stronger performance compared to brands in lower positions.

Charts

Charts in Profound are the graphs, tables, and visualizations that allow you to interpret how your brand is performing in answer engine results. 

Charts have unique configuration options depending on what they are displaying. You can access these configuration options by clicking the “Chart Config” dropdown located to the upper-right of the chart itself.