Buyer: Audience Planning Tool: Calculations Explained
The audience planning tool allows you to compare inventory based on your target audience. This article highlights how values are calculated.
Key Terminology
Index - a single number used to compare the magnitude of differences within a single audience dataset.
Composite Score - an overall score for inventory based on multiple audience datasets for the plan.
Quintile - any of five equal groups into which a data set can be divided according to the distribution of values for that dataset.
How we calculate an index:
- Maximum of the data set = 100%
- Minimum of the data set = 0%
- Every billboard index score = (raw value - min) / (max-min) *100
- For a single audience, the index is equal to the composite score.
How we calculate the Composite Score
- We calculate the index for each audience in the plan.
- We normalize the data to keep scores from 0 to 100. An empty composite score indicates underlying data is missing.
- Each audience data set is weighted equally.
Quintiles
Inventory is broken into five groups based on the composite score.
- Green: 81%-100% is the top quintile which represents the best inventory for the audience(s)
- Light Green: 61% - 80% is the 2nd best quintile
- Yellow: 41% - 60% - is the 3rd quintile
- Orange: 21% - 40% is the 4th quintile
- Red: 0% - 20% is the bottom quintile
The green-to-red quintile shading corresponds to the row color in the results and the pin color on the map
