This report gives you an idea of how your audiences index against each other.

How to find the report

  • You will find this report in your dashboard under Analytics

Using the report

  • Click on the 'filters' list at the top of your page to see your filters and make edits.
  • Select your segments from the filter dropdown
  • Base Segment - This is you baseline average, select a segment that encompasses 'Everyone' or a specific site population
  • Segment - This is the test segment you'd like to find out the Index for, eg. Auto Intenders
  • Comparison Segments - These segments are your explore audiences for when you have a specific hypothesis you'd like to investigate. If no comparison segments are selected, the report will return the top 10 results with the highest index.¬†
  • For the report to work, you must select a Base Segment and a Segment otherwise an error message will return.
  • Set any additional filters e.g. 'DateRange'

Understanding the report

  • The aim of the report is to find the affinity measurement of likelihood between your Segment and your Comparison Segments, in relation to your average audience (Base Segment).
  • An index of 1 indicates that the result exactly matches the baseline average, whereas an index of 2 means the result is twice the average and your selected Segment (eg. Auto Intenders) is twice as likely to be in the Comparison Segments audience¬†
  • Hovering over the different bars shows you the the number of uniques in each Comparison Segment. Note: If the Comparison Segment has a low number of uniques it may Index higher with the Segment. To ensure more accurate results, make sure to set a value in the 'Minimum Uniques' filter.

Example

I am looking to proactively go out and sell an 'auto' segment and I want to understand a bit about my audience. To do this, I filter by my Auto Intenders segment. From my results I can see that

  • Auto Intenders are likely to be interested in food and drink, being 21x more likely to be Wine Enthusiasts and 8x more likely to be Foodies
  • They are also heavily interested in Music (10x)
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