At SOPRISM, in the platform or in custom reports, we use scores that allow you to understand the data in specific and transversal ways. Discover them on the platform and on the Excel file!

Please note that you can access and download the Excel file from any of your project on the platform simply by clicking this button.

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.

👉 Here's how you'll find it on the platform:

👉 Check column C and D on the Excel file:

The penetration of the baseline 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.

👉 Here's how you'll find it on the platform:

👉 Check column E and F on the Excel file:

The selectivity score represents the over/under indexing of the target audience in regards to the baseline 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 / % Baseline)*100

👉 Often "a picture is worth a thousand words"

👉 Check column G on the Excel file:

The penetration is used to know if there is still room to grow your audience for a certain criteria. For example, if 99% of your audience is interested in Music, we consider you’ve already conquered the entire music audience and it’s considered less relevant. This is also used in the opportunity score.

The penetration tells you the percentage of the audience your criteria covers in your baseline. For example, if the chocolate criteria represents 469 250 people in your target and 11 339 816 people in your baseline, then your target represents 4.14% of that baseline.

⚠️ Keep in mind that this penetration can be higher than 100% if your target is bigger than your baseline.

🔎 Formula: Target Penetration Size / Baseline Penetration Size

👉 Check column H on the Excel file:

Similar to selectivity, this score is used to know the affinity for a certain criteria and used to calculate the opportunity score.

🤓 The way you would read “Chocolate, affinity 222%” is as follows: ”My target audience is 222% more likely to be interested in chocolate than the Baseline, relative to the Baseline’s interest.”

You should see the affinity as a relative increase or decrease, in percentage, of an interest compared to your Baseline. Comparatively, the selectivity gives a direct ratio of likelihoods.

🔎 Formula: (Target Penetration - Baseline Penetration)/Baseline Penetration

👉 Check column I on the Excel file:

The index score is the same formula as the opportunity score and is worth the same. The difference between the two of them is that the opportunity score was set from 0 to a 100 to be more readable.

👉 Check column J on the Excel file:

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 (for geniuses): (Penetration Rate+(Penetration Rate*Affinity Rate*3) + Coverage Rate*3 +(Coverage Rate*Affinity Rate*3))+Affinity Rate = Index (and then to have the opportunity score, our platform applies a confidence norm from 0 to 100.

🔎 Formula (simplified version): (Target Penetration + (Target Penetration*Affinity*3) + Penetration*3 + (Penetration*Affinity*3))+ Affinity = Index and then we apply a confidence norm from 0 to 100.

👉 Check column K on the Excel file:

💚 People interested in Chocolate in your target: 5,430,859

💙 People interested in Chocolate in your baseline: 42,830,913

Target Penetration = (Chocolate Target/Target audience)*100 (5,430,859/18,300,000)*100= 29.68%

Benchmark Penetration = (Chocolate Benchmark/Benchmark audience)*100 (42,830,913/202,300,000)*100= 21.17%

Selectivity = (Target Penetration/Benchmark Penetration)*100 (29.68% / 21.17%)*100 = 140.17

Penetration = (Chocolate Target/Chocolate Benchmark)*100

(5,430,859/42,830,913)*100 = 12.68%

Affinity = (Target Penetration-Benchmark penetration)/Benchmark Penetration

(29.68% - 21.17%)/21.17% = 40.17%

Index = (Target Penetration + (Target PenetrationAffinity3) + Penetration3 + (PenetrationAffinity*3))+ Affinity

(29.68%+(29.68%*40.17%*3)+12.68%*3+(12,68%*40.17%*3)) + 40.17% = 158.93%

Opportunity Score = Index with compliance norm from 0 to 100.