AudienceView How To Guides How to Run a Crosstab Report

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Phoebe McKenzie
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1 AudienceView How To Guides How to Run a Crosstab Report What is a Crosstab report? A Crosstab Report allows you to conduct data exploration and profiling exercises for selected audiences using the full range of the offline and online attributes. What are the main benefits of a crosstab report? The Crosstab Report offers flexible analysis to profile audiences across all offline characteristics, brand preferences and behaviors. Easily data mine rich descriptive demographic, lifestyle and online behaviors to understand brand engagement and motivation. Report between audiences to uncover key differences and understand which areas you should be concentrating your efforts to close the gaps. What will you learn in this guide? a) Running a Crosstab b) Refining the results c) Working with the results d) Exporting the results How to run a Crosstab Report Once in AudienceView, you can navigate to the Crosstab Report page either by: Selecting the Create > Crosstab Report option from the top menu; Selecting the Crosstab quick link icon at the middle of the homepage; The Crosstab Report editing panel displays. 1

In the text box, at the top of the page, enter the title of your Crosstab Report.

first data variable chosen in your crosstab.

The default will be the most recent 4 weeks).

2 In the text box, at the top of the page, enter the title of your Crosstab Report. If you do not include a report title, a report name will automatically populate based on the first data variable chosen in your crosstab. Click on the Reporting Period Begin and End Drop Downs to select the time period. The default will be the most recent 4 weeks). In the filters panel, the Base, Column and Row panels appear. They are defined as: A. Base: Total Online Population B. Column: Audience you are targeting C. Row: Data variables that describe your audience 2

you wish to include in your cross tab report: For example, to add a website simply drag

3 The Base will automatically default to Total Population. To add attributes to bases, columns or rows, simply drag and drop the specific filters you wish to include in your cross tab report: For example, to add a website simply drag and drop the website filter into the columns Then type in the website you wish to add into the report as per below; 3

4 Then select Done. Now we can add in the rows; in this example I have selected from the Consumer Characteristics. You can also from this quickly select multiple consumer variables, which are highlighted above, for example age, gender, and household income. For example, by selecting age, it will automatically generate all the different age groups. Then select done. 4

5 Once you ve selected all the variables you wish to include in your crosstab report, select generate report. You can also de-select any metrics you may want to exclude from the report. 5

6 As with all AudienceView reports, in the top right hand side of the page, you can edit, schedule or export the data. Metric Definitions The metrics include: Projected: Expressed in thousands, the projected number of adults (18+) in the U.S. who meet both column and row criteria. Vertical %: Percent of the column reached by the row Horizontal %: Percent of the row reached by the column Index: The likelihood of the target to meet specified criteria, expressed in relation to the base (100 = average) Reading a Crosstab Report The Crosstab Report displays, showing the chosen attributes for your audience segment. 6

Using the example above, this report is based on the Total Online UK Population audience segment within a monthly timeframe of 06/11/2016-3/12/2016.

7 Using the example above, this report is based on the Total Online UK Population audience segment within a monthly timeframe of 06/11/2016-3/12/2016. All metrics below are within the context of the online population base. How to read the Projected Metric: - There are just over 43M in the UK total online population. - Over a 4-week period received 4.6M Unique Users visit the site. How to read the Vertical % Metric: - Of the whole online population 12.57% are between the ages of years old - Of all visits to Netflix 27.84% were years old. How to read the Horizontal Metric; - Of the whole UK population 23.76% of them visited Netflix in the past 4 weeks. How to read the Index Metric; - The age group are 121% more likely to visit Netflix than compared to the whole online population. 7

8 How the Crosstab Metrics are Calculated; How to calculate a Vertical %: Weighted Crosstab Target: 1,287,105 = 27.84% Weighted Column Target: 4,623,489 How to calculate a Horizontal %: Weighted Crosstab Target: 1,168,080 = 14.02% Weighted Row Target: 8,331,584 How to calculate an Index Horizontal: Horizontal % Crosstab Target: 23.76% *100 = 221 Horizontal % Column Target: 10.73% How to calculate an Index Vertical: Vertical % Crosstab Target: 17.40% *100 = 94 Vertical % Column Target: 18.47% 8

AudienceView How To Guides How to Create a Segment

AudienceView How To Guides How to Create a Segment What is a segment? A segment is a group of demographic, attitudinal, lifestyle and digital attributes that you select to define your target audience.