audienceview how-to guide: running and reading a profile...
TRANSCRIPT
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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.