Profile Ranking Index Category Report
The Profile Ranking Index Category report compares one or more profiles with all licensed profiles (product usage, media preference, demographic traits, etc.). You can select one or more comparison profiles that represent households likely to purchase or use a product or service, and then compare the high and low values of the profile with values from all other licensed profiles.
The report’s Index shows the correlation between the segments (of each profile) to compare another profile’s concentrations of households (product users, television viewers, etc.) with the concentration of households in your comparison profile(s).
The report also calculates a Rank Order Correlation (ROC) that measures the similarity of how the indexes are ranked among segments of two different profiles. The ROC shows how the high or low patterns (product/behavior/trait) of each segment of the selected profile correspond with the high or low patterns for your comparison profile(s).
Results of the report provide a better understanding of how to develop media, advertising and product development strategies for your core prospects. You can compare any combination of custom profiles or syndicated profiles from the same data source in a single report.
Below are the common uses of this report:
- Compare profiles for a product with high and low “usage” (product usage, media preference, behavior, etc.) among other licensed profiles.
- Identify where a selected audience eats, shops, travels or plays.
- Identify the other products or services purchased or used by a selected audience.
- View and compare media preferences for a selected audience to identify effective advertising strategies.
- Determine ways to tailor messages to attract a selected audience.
- View multiple profile information side-by-side.
To generate the Profile Ranking Index report, you need to perform the following: