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1 AudienceView How-To Guide: Running and Reading a Profile Snapshot Report

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Page 1: AudienceView How-To Guide: Running and Reading a Profile ...connexity.com/wp-content/uploads/2017/01/Audience...12/3/2016] Target.com visitors are 3% more likely than the adult online

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AudienceView How-To Guide: Running and Reading a Profile Snapshot Report

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A. Profile Snapshot Report Cards overview A Profile Snapshot Report provides quick insight on your audience segment in one simple click by

highlighting its key demographic characteristics. The Profile Snapshot Report includes a total of

twelve cards providing high level profile behaviors through formatted reports. The cards include:

1. General Demographics

2. Age

3. Gender

4. Mosaic

5. Race

6. Education

7. Household Income

8. Ethnicity

9. Hispanic Profile

10. Hispanic Attitudes

11. Interest Segments

12. Lifestyle Attitudes

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Running a Profile Snapshot Report

In order to run a Profile Snapshot Report, you must have previously created a segment. If you

need to build a segment, see the guide on Creating an Audience Segment.

1. From the AudienceView homepage:

a. From the top header, click Create then select Profile Snapshot Report

2. The Profile Snapshot Report editing panel displays, showing the following:

a. Reporting Period Begin and End Dates (the default will be the most recent 4 weeks)

b. Target Audience (the audience segment that you want to be the subject of the report)

c. Base Audience (the default base is the total population labeled as “AV Standard –

Online Population”). If you would like to use a base that is different from the Online

Population, you will need to create a segment for this audience.

3. In the text box at the top of the page, enter a title for your Profile Snapshot Report. If you

do not include a report title, a report name will automatically populate based on the first

audience segment chosen in either the Target Audience or Base Audience drop–down list.

4. Choose your Reporting Period Dates by using the Begin and End Drop Downs:

a. In the Begin drop down, select a start date from the available week-end dates.

b. In the End drop down, select an end date from the available weekend dates.

The maximum period to run a Profile Snapshot report is 24 weeks.

5. From each drop-down list, choose your Target Audience and/or Base Audience.

From the top right of the page, click Generate.

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You have the option to wait for the report to display in the Results panel or go directly to the

List Manager. A confirmation message displays, including a link to your report in the List

Manager. As an alternative option, click on Manage, on the top header of the screen.

6. The Profile Snapshot Report displays, showing the attributes of your chosen audience. To

navigate to a specific card (content area), use the left-hand menu on the page.

Refining the results Changing the time period

7. To change the time period on an existing Profile Snapshot Report, click on the Edit button

on the top right of the report. The editing panel displays.

8. Update your Reporting Period Dates by using the Begin and End Drop Downs:

a. In the Begin drop down, select a start date from the available week-end dates.

b. In the End drop down, select an end date from the available week-end dates.

9. You can choose to rename your Profile Snapshot Report or save over the current name.

10. From the top of the page, click Generate. A confirmation message displays, including a link

to your report in List Manager. Your report will populate in the Results panel.

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Changing the target or base audience

11. To change the target or base audience of an existing Profile Snapshot Report, click on the

Edit button on the top right of the report. The editing panel displays.

12. From the appropriate drop-down list, choose your Target Audience and/or Base Audience.

13. You can choose to rename your Profile Snapshot Report or save over the current name.

14. From the upper right corner of the page, click Generate. A confirmation message displays,

including a link to your report in List Manager. Your report will populate in the Results

panel

Working with the results

Changing the metrics shown in the results

15. From the top of the report, click Graph By.

16. Select one of the following:

a. Index

b. Percent

c. Projected

d. Percent, Index

e. Percent, Index, Projected

Exporting the results

To export the report:

17. From the top right corner of the report, click Export.

18. The Export Report box displays. From the Export As drop-down list, select one of:

a. Snapshot XLSX, to export the report as an Excel file.

b. Snapshot CSV, to export the report as a .csv file.

19. Click Export. The report results are downloaded in your selected file format.

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To schedule the report

1. From the top right corner of the report, click Schedule.

2. The Schedule Report box displays. From the Schedule drop-down list, select one of:

a. Current Period:

i. Every week; Every two weeks; Every four weeks; Every twelve weeks

b. Email Attachment Period:

i. Snapshot XLSX, to export the report as an Excel file.

ii. Snapshot CSV, to export the report as a .csv file.

3. Click Schedule. The report results are sent to the desginated email in your selected file

format.

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Users also have the option to duplicate the Profile Snapshot Report, which allows you to amend the

report without changing anything to the original Snapshot Report.

Interpreting the Data

B. Reading the General Demographics Profile Snapshot Report 1. How to read the Index metric:

Target.com visitors are 2% more likely than the adult online population to

have children in the household [during the time period 11/6/2016-

12/3/2016]

Target.com visitors are 3% more likely than the adult online population to

be homeowners [ during the time period – 11/6/2016-12/3/2016]

2. How to read the Percent metric:

Of Target.com visitors, 58% are married [during the time period 11/6/2016-

12/3/2016].

67% of Target.com visitors are employed [during the time period 11/6/2016-

12/3/2016].

3. How to read the Projected metric:

There are 17,646,242 Target.com visitors who own a house [during the time

period 11/6/2016-12/3/2016].

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C. Reading the Age Profile Snapshot Report

1. How to read the Index (Most Over-Indexed and Most Under-Indexed) metric:

a. Target.com visitors are 17% more likely than the adult online population

to be 35-44 years old.

b. Target.com visitors 20% less likely than the adult online population to be

18-24 years

2. How to read the Percent metric:

a. Of Target.com visitors, 21.8% are 35-44.

b. 11.2% of Target.com visitors are 18-24.

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3. How to read the Projected metric:

a. There are 6, 068, 037 Target.com visitors who are 25-34

D. Reading the Gender Profile Snapshot Report 1. How to read the Index metric:

a. Target.com visitors are 15% less likely than the adult online population

to be Male.

b. Target.com visitors are 14% less likely than the adult online population

to be Female.

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2. How to read the Percent metric:

a. Of Target.com visitors, 59.51% are Females.

b. 40.49% of Target.com visitors are Males.

3. How to read the Projected metric:

a. There are 16,422, 804 Target visitors who are Females.

E. Reading the Mosaic Profile Snapshot Report 1. How to read the Index metric:

a. Target visitors are 21% more likely than the adult online population to

be part of the Power Elite segment.

b. Target visitors are 71% less than the adult online population to be part

of the Economic Challenges segment.

2. How to read the Percent metric:

a. Of Target visitors 8.02% are part of the Flourishing Families segment.

3. How to read the Projected metric:

a. There are 2,442, 717 Target visitors who are part of the Flourishing

Families segment.

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Click through the bars to visit the Mosaic Interactive guide to learn more about each Mosaic group

or type.

F. Reading the Race Profile Snapshot Report 1. How to read the Index (Most Over-Indexed and Most Under-Indexed) metric:

a. Target visitors are 8% more likely than the adult online population to be

Asian

b. Target visitors are 17% less likely than the adult online population to be

African American

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2. How to read the Percent metric:

a. Of Target visitors, 3.8% are Asian.

b. 9.0% of Target visitors are African-American.

3. How to read the Projected metric:

a. There are 22,170,604 Target visitors who are White

G. Reading the Education Profile Snapshot Report 1. How to read the Index (Most Over-Indexed and Most Under-Indexed) metric:

a. Target visitors are 1% less likely than the adult online population to

have some college education.

b. Target visitors are 14% less likely than the adult online population to

have graduated High School.

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2. How to read the Percent metric:

a. Of Target visitors, 18.0% graduated High School.

b. 48.2% of Target visitors graduated College or more.

3. How to read the Projected metric:

a. There are 4,968,000 Target visitors who graduated High School.

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H. Reading the Household Income Profile Snapshot Report 1. How to read the Largest Household Income Group metric:

a. The largest household income group of Target visitors is $100,000 or

more.

2. How to read the Index (Most Over-Indexed and Most Under-Indexed) metric:

a. Target visitors are 21% less likely than the adult online population to

have a household income between $20,000-$29,999.

b. Target visitors are 16% more likely than the adult online population to

have a household income between $100,000 or more.

3. How to read the Percent metric:

a. Of Target visitors, 17.4% have a household income between $50,000-

$74,999.

b. 6.9% of Target visitors have a household income of less than $20,000.

4. How to read the Projected metric:

a. There are 4,800,000 Target.com visitors who have a household income

between $50,000-$74,999.

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I. Reading the Hispanic Profile Snapshot Report

The base audience for this snapshot report will always be of Hispanic origin.

Reading the Language chart: Spanish Dominant definition: Only Spanish OR Mostly Spanish but Some English

English Dominant definition: Only English OR Mostly English but Some Spanish

Other definition: Mostly Some Other Language

Language drill down options:

Spoken in home

Spoken outside the home

Preferred to speak

Preferred when reading

Preferred watching television

Preferred listening to radio

Preferred when online

1. How to read the Index metric:

a. Hispanic Target visitors are 20% more likely than the Hispanic online

population to be English dominant when speaking a language in the

home.

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2. How to read the Percent metric:

a. Of Hispanic Target visitors, 27.5% are Spanish Dominant when

preferring to speak a language.

3. How to read the Projected metric:

a. There are 4,378,000 Hispanic Target visitors who are Spanish Dominant

when preferring to watch television.

Reading the Generation Breakdown chart:

First Generation definition: Born in the U.S.

Second Generation definition: Born in the U.S. but Mother and Father WERE NOT born in the

U.S.

Third Generation definition: Born in the U.S. AND Mother and Father WERE born in the U.S.

1. How to read the Index metric:

a. Hispanic Target visitors are 17% less likely than the Hispanic online

population to be Second Generation Hispanics.

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2. How to read the Percent metric:

a. Of Hispanic Target visitors, 41.7% are First Generation Hispanics.

3. How to read the Projected metric:

a. There are 1,546,000 Hispanic Target visitors who are Second

Generation Hispanics

Reading the Attitudes chart: 1. Attitudes statements separated by:

2. Cultural and Lifestyle

3. Languages and Media

4. How to read the Index metric:

a. Hispanic Target visitors are 33% more likely than the Hispanic adult

online population to agree a lot to speaking English in our home is a

priority in our household

5. How to read the Percent metric:

a. Of Hispanic Target visitors, 42% are agree a lot to speaking English in

our home is a priority in our household

6. How to read the Projected metric:

a. There are 2,197, 972 Hispanic Target visitors who agree a lot to enjoy

eating traditional American food

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J. Reading the Interest Segments Profile Snapshot Report 1. How to read the Index metric:

a. Target visitors are 24% more likely than the adult online population to

be part of the True Foodies segment.

2. How to read the Percent metric:

a. Of Target visitors, 21.4% are part of the Variety on a Budget segment.

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3. How to read the Projected metric:

a. There are 3,100,000 Target visitors who are Weekend Cooks.

K. Reading the Lifestyle Attitudes Profile Snapshot Report

4. How to read the Index metric:

Target visitors are 15% more likely than the adult online population to

agree that fashion magazines help determine what clothes to buy.

5. How to read the Percent metric:

Of Target visitors, 13% are agree that fashion magazines help determine

what clothes to buy.

6. How to read the Projected metric:

There are 3,605,212 Target visitors who agree that fashion magazines help

determine what clothes to buy.

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L. Metric Definitions Index: The likelihood of the selected segment to meet each attribute,

expressed in relation to the base (100 = average)

Percent: To show the proportion of each attribute in your chosen segment.

Projected: To show the representation of each attribute in your chosen

segment.

Percent, Index: To show the proportion of each attribute in your chosen

segment compared to the likelihood of each selected segment to meet each,

expressed in relation to base

Percent, Index, Projected: To show the proportion of each attribute in your

chosen segment compared to the likelihood of each selected segment to meet

each, expressed in relation to base and compared to the representation of

each attribute in your chosen segment.