Within ENVISION you can combine PRIZM segments together into target groups. A collection of target groups is known as a Target Set.
There are three main steps to create a Target Set:
1. Naming and describing the Target Set
2. Assigning segments to the Target Groups
3. Saving the Target Set
1. Naming and Describing the Target Set
i. In the side panel, click My Data and then click Target Sets or use the Target Set Builder tool.
ii. Click Create New. The following dialog box will appear.
iii. Fill in the information as required.
- Name your Target Set.
- Adding a Description is optional. However, including some details could be a good reminder about why this set was created.
- Adding Tags is also optional.
- Turn the Available in all Workspaces switch on if you want this Target Set to be available in all workspaces.
- Click Create. A status message will appear indicating that the Target Set was successfully created.
2. Assign Segments to the Target Groups
i. Click the name of the Target Set to bring up the Properties page.
ii. Click Edit Groups.
Selecting segments to place into your target groups - which make up your Target Set - can be accomplished by using one of the following methods.
- Using a Profile as a Reference
- Using a Profile as a Reference with an Automatic Solution
- Using the Core Demographic Spreadsheet
- Using a look-up resource provided by EA following custom project work
Using a Profile as a Reference
i. Click Choose a Reference Profile.
Choosing a Reference Profile reveals all the profile results from the Results page. Results will include trade area profiles, customer profiles, and variable profiles.
ii. Select the report you need from the Choose a Profile drop-down menu.
Tip: If you would like to use more than one profile, then click the Scorecard tab (this will accommodate several side-by-side profiles).
Once you have selected the profile, your window will show you the index bars for the segments.
iii. Click the plus sign to add your first target group.
iv. Double click and drag Available Segments into the Group 1 box to build a target group.
v. Click the plus sign again to add subsequent target groups.
vi. Double-click or click and drag Available Segments into subsequent group boxes.
vii. Edit the names of the target groups to something more meaningful. Otherwise, ENVISION will automatically label the target groups as Group 1, Group 2, and so forth. These names will be reflected in the report headings and map legends.
viii. Finally, make sure to click Save .
Tip: Look at the Profile count for the segments of interest. Make sure the segment size is large enough. The index may be high, but if the count is too small, that segment should not be included.
Using a Profile as a Reference with an Automatic Solution
You can use a profile as a reference and have ENVISION create the groups for you, based on a chosen method.
i. Click Choose a Reference Profile .
ii. Find the report you need and choose the profile from the menu.
iii. From the Create an Automatic Solution list, choose one of the available methods.
iv. Enter a value for the Min Index. This is the lowest index number ENVISION will include.
v. If required, select the number of Groups.
vi. Click Create.
vii. Although the Target Group names are descriptive, you can change them to something more meaningful to you.
viii. Finally, make sure to click Save .
The image below shows an example using the following selections:
- Profile Variable
- Automatic Solution: Index by Social Group
- Min Index: 120
Three Target Groups have been automatically created.
The columns in the small Target Groups table represent:
- Count - The number of participants in the selected profile variable. (It could be measured in terms of the number of households, population, adult population, or something else. This should be indicated in the variable name itself.)
- % - The percentage of participants in that Target Group from the selected profile variable.
- Base % - The percentage of participants in that Target Group from the total base. (The base is selected when you run the Profile Report originally. As with the Count, this could be the number of households, population, adult population, and so on.)
- % Pen - The reach of the Target Group into the base market.
- Index - The comparison of how similar or different your Target Group is from the base.
Use a Core Demographic Spreadsheet
You can use the Core Demographic Spreadsheet (CDS)/Quick Reference Guide for the particular segmentation system you have licensed. The Core Demographic Spreadsheet/Quick Reference Guide can be found in the Reference Documents. You can refer to these descriptors when creating target groups.
i. Click the Quick Reference Table tab.
ii. Sort the spreadsheet by clicking on the field name. For example, clicking on Lifestage sorts the segments alphabetically by lifestage.
iii. Click Choose a Target Group to Edit . The Choose a Target Group dialog box will appear.
iv. Click New Group. The Target Group dialog box will appear.
v. You can change the name of the target group to something more meaningful. Otherwise, ENVISION will automatically label the target groups as Group 1, Group 2, and so forth. These names will be reflected in the report headings and map legends.
vi. You can add any tags, if necessary.
vii. You can edit the color/colour assigned to the group. The Target Group color/colour will appear on any maps you create using these Target Groups.
viii. Click OK.
ix. Click on any segment in the Quick Reference Table to add it to the Target Group.
x. If you wish to create another group, and/or assign segments to a different group, click to create or change groups.
xi. When you are finished, click Save .
3. Save the Target Set
Regardless of what method you use to create the target groups that make up your Target Set, ensure you save your work by clicking Save .