Opticks Numeris Reports

In this article, you'll find information to help interpret your Numeris Highlights reports in ENVISION, including definitions for report headers and examples of what they 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.

These reports list media variables ranked based on their presence in your target group, trade area, 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.

We focus on the % and the Index columns for this customer input example. 11.03% represents the estimated proportion of customers living in the benchmark (Canada) who are likely to watch Basketball (when in season). This value is based on weights computed using the number of customers and behavioural data for the neighbourhoods in the benchmark. With an Index value of 178, these customers are 78% more likely to live in neighbourhoods with high rates for viewing Basketball (when in season) compared to the benchmark.

Screenshot of report in ENVISION

The next example can be applied to trade areas or target group inputs.

11.71% of the Group 1 target group in the benchmark (Canada) watch Baseball (when in season) in a typical week. With an index value of 117, this target group is 17% likelier to watch Baseball (when in season) than the benchmark.

Quintile bands are used to categorize media usage. They are categorized by Heavy, Medium/Heavy, Medium, Medium/Light and Light usage. In our example, 18.39% of the target group are Medium/ Light television viewers. With an index value of 110, this target group is 10% more likely to watch television at medium/light rates than those in the benchmark.

Learn more about Quintile bands.opens in new window

Screenshot of report in ENVISION