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.

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

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;

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.

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.

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.

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 www.netflix.com 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 18-24 years’ old

- Of all visits to Netflix 27.84% were 18-24 years old.

How to read the Horizontal Metric;

- Of the whole 18-24 UK population 23.76% of them visited Netflix in the past 4 weeks.

How to read the Index Metric;

- The 18-24 age group are 121% more likely to visit Netflix than compared to the whole online

population.

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%