The following article contains the How-to-Read technical documents to help you understand the Highlights - Vividata dashboard reports.
Highlights - Vividata - Customers - Report
This report provides a list of media variables. It reflects the distribution of customers ranked based on the presence within an area.
Highlights - Vividata - Trade Area - Report
This report provides a list of behavioural variables, ranked based on the presence within a Trade Area.
Highlights - Vividata - Target Group - Report
A list of media variables ranked based on the presence of your Target Group. These reports help answer questions like: What are the media preferences of my Target Group? How heavily does my Target Group consume media and what channels would they be the most responsive to? Where should advertising budgets be focused? A collection of Target Groups is referred to as a Target Set.
Note: Quintile bands are used to categorize media usage, they are broken out by Heavy, Medium/Heavy, Medium, Medium/Light and Light usage.