At SOPRISM, in the platform or in personalized reports, we use 4 scores that allow us to understand the data in specific and transversal ways.
The target penetration size
The penetration of the target audience is associated with the color green and is expressed as a percentage. This indicates the proportion of people who correspond to the previously defined set of criteria in the target.
The baseline penetration size
The penetration of the benchmark audience is associated with the color blue and is expressed as a percentage. This indicates the proportion of people who correspond to the previously defined set of criteria.
The affinity index (aka selectivity)
The affinity score represents the over/under indexing of the target audience in regards to the benchmark audience as well as if there are proportionally more people in the target audience located in an area the affinity score will be higher than 100.
🔎 Formula: (% target / % benchmark)*100
👉 Often "a picture is worth a thousand words"
The opportunity score (aka the score)
The opportunity score is the result of crossing the data of target penetration, affinity, and benchmark penetration of the criterion in relation to itself. The score goes from 0 to 100. The closer it is to 0, the less relevant it is. The closer it is to 100, the more relevant it is.
🔎 Formula: targetPenetration + (targetPenetration * affinity * percentAffinityWeight) + penetration * penetrationWeight + (penetration * affinity * penetrationAffinityWeight) + affinity >> with statistical processing (percentile analysis) to obtain a ranking from 0 to 100.
