In this article, you'll find information to help interpret your Vividata Highlights and Opticks Vividata Gender reports in ENVISION, definitions for report headers, and examples of what these mean.
ENVISION users can access this information without leaving the platform by clicking the "How to Read" button located at the top-right corner of their reports.
This report provides a list of media variables ranked based on their presence within a trade area, target group, or customer file. Depending on the type of input you use (trade area, target group, or customer), you may not see all of the fields below.
Count: The number of people or households in the selected input who exhibit that behaviour.
%: The proportion of the population or households in the selected input that exhibit that behaviour.
Base %: The proportion of the population or households in the benchmark that exhibit that behaviour.
% Pen: The proportion of all people or households that exhibit that behaviour found in the selected input is % Pen.
Index: A measure for comparing people or households in the selected input and their likelihood to exhibit a behaviour compared to those within the benchmark. An Index of 100 is average. Indices above 100 are above average or overrepresented. Indices below 100 are below average or underrepresented.
In this customer input example, 15.56% represents the estimated proportion of the customer file who are likely to visit Beauty/Fashion sites. With an Index value of 111, those within this customer file are 11% more likely to visit Beauty/Fashion sites when compared to those within the benchmark.
Quintile bands are used to categorize media usage. They are broken out by Heavy, Medium/Heavy, Medium, Medium/Light and Light usage. In our example, 17.09% represents the estimated proportion of Heavy Television users. With an index value of 97, those within this customer file are 3% less likely to use the television at heavy rates than those within the benchmark.
Learn more about Quintile bands.opens in new window
The following example can be applied to trade areas or target group inputs.
In our example, 36.89% represents the estimated proportion of the Trade Area likely to watch Cooking Shows. With an Index value of 111, those within this Trade Area are 11% more likely to watch Cooking Shows than those within the benchmark.
Quintile bands are used to categorize media usage. They are broken out by Heavy, Medium/Heavy, Medium, Medium/Light and Light usage. In our example, 22.10% represents the estimated proportion of Heavy Television users. With an Index value of 112, those in this Trade Area are 12% more likely to watch television at heavy rates than those within the benchmark.
Learn more about Quintile bands.opens in new window
This report lists gender-based variables ranked based on the presence within a Target Group, Trade Area, or Customer File. By separating the female and male behaviours, the data can be used to answer two important questions: which gender is most likely to purchase or partake in an activity, and which female or male group is likely to do it more?
Note: While EA respects all gender identities, the current version of Vividata (Gender) only includes male and female genders. Limitations in reporting other gender identities are primarily related to low sample sizes.
You may not see all of the below fields depending on the type of input you use (trade area, target group, or customer).
Count: The Household Population 14 years or over in the selected input who exhibit that behaviour.
% (Total): The proportion of Household Population 14 years or over in the selected input that exhibits that behaviour.
% (Gender): The proportion of the Male or Female Household Population 14 years or over in the selected input that exhibits that behaviour.
Base Count: The Household Population 14 years or over in the benchmark who exhibit that behaviour.
Base % (Total): The proportion of Household Population 14 years or over in the benchmark that exhibits that behaviour.
Base % (Gender): The proportion of the Male or Female Household Population 14 years or over in the benchmark that exhibits that behaviour.
Index (Total): A measure for comparing the proportions of Household Population 14 years or over for the behaviour in the selected input versus the same behaviour in the benchmark.
Index (Gender): Provides a gender-based measure for comparing the proportions of Male or Female Household Population 14 years or over for the behaviour in the selected input versus the same behaviour in the benchmark. This Index can be used to understand which male or female segments are more likely to engage in a certain behaviour.
Looking at the last two lines of this example, 9.66% represents the estimated proportion of the Group 1 target group in the benchmark who are males and spent more than $100 per month on a mobile phone. Comparatively, the % of target group females who spent the same amount per month on a mobile phone is 9.21%. Within their gender cohorts, the story is the same, with similar proportions of males and females spending this much on their mobile phones (19.61% and 18.14%, respectively). Compared to the benchmark, this price point exhibits above-average rates compared to the total population (indices: 123 and 117, respectively), and above-average rates compared to the benchmark's male or female populations (indices: 124 and 116, respectively).