Insight Report Basics¶

Sort by Affinity¶

Sorting reports by affinity enables you to identify module features where the affinity rate of the selected users exceeds or falls short of the affinity rate of the baseline audience.

If you sort a Purchase Categories (Level 1) report by affinity in descending order, the report displays those purchase categories with highest affinity score: that is, the greatest gap between the selected audience affinity and baseline audience affinity.

In the example, the report indicates that the audience of selected users shows the greatest affinity in the Sporting Goods purchase category.

Fig. 10 Report Data Sorted by Affinity in Descending Order

Alternatively, you can sort by affinity in ascending order to view those purchase categories with the lowest affinity score. A low affinity score indicates that a greater ratio of the baseline audience demonstrates an affinity with a particular feature. To learn more about affinity, see Affinity.

Sort by Selected Users¶

Sorting reports by selected users enables you to identify module features that match the greatest percentage selected users.

Fig. 11 Report Data Sorted by Selected Users

Sorting by selected users will enable you to identify those module features that are characteristic or atypical of the members of a selected user audience.

Sort by Baseline Users¶

Sorting reports by baseline users enables you to identify module features that match the greatest percentage baseline users.

Fig. 12 Report Data Sorted by Selected Users

Sorting by baseline users will enable you to identify those module features that are characteristic or atypical of the members of a baseline audience.

Sorting by selected users or sorting by baseline users and sorting by affinity are not the same. Sorting by affinity enables you to identify module features where the nature of the selected audience differs from that of the baseline.

Vertical Bar Chart¶

The vertical bar chart enables you to compare the distribution of selected audiences with that of baseline audiences. Selected audiences (in blue) and baseline audiences (in black) are displayed side-by-side for comparison.

Fig. 13 Vertical Bar Chart

The x-axis specifies the categories compared and the y-axis shows the number of consumers within each audience that falls within that category. The number of consumers that match the attribute is represented visually by the length of rectangles (bars) of equal width.

Data displayed in horizontal bar charts may be displayed in vertical bar charts and stacked bar charts as well.

Horizontal Bar Chart¶

The horizontal bar chart enables you to compare the distribution of selected audiences with that of baseline audiences. Selected audiences (in blue) and baseline audiences (in black) are displayed side-by-side for comparison.

Fig. 14 Horizontal Bar Chart

The y-axis specifies the categories compared and the x-axis shows the number of consumers within each audience that falls within that category. The number of consumers that match the attribute is represented visually by the length of rectangles (bars) of equal width.

Data displayed in horizontal bar charts may be displayed in vertical bar charts and stacked bar charts as well.

Stacked Bar Chart¶

The stacked bar chart enables you to visualize the degree to which the number of selected audience members differs from a baseline audience across a category of data.

Fig. 15 Stacked Bar Chart

The x-axis specifies the categories compared and the y-axis shows the percentage by which the number of selected audience members exceeds (in green) or or falls short of (in red) the number of baseline audience members.

Data displayed in stacked bar charts may be displayed in vertical bar charts and horizontal bar charts as well.

Daily Trend Chart¶

The daily trend chart displays information for each day in the previous month. In the App Activity Daily Trend report, the chart shows consumer mobile app activity in the previous thirty days.

Fig. 16 Daily Trend Chart

The x-axis represents the previous thirty days of App Activity Trend data for the profiled audiences. The y-axis represents either the percentage users or the percentage of time those users spend in a given day.

Intra-Day Activity Trend Chart¶

The intra-day activity trend chart displays the percentage of selected audiences or baseline audiences using apps during the hours of each day.

Fig. 17 Intra-Day Activity Trend Chart

Treemap Chart¶

The treemap chart displays rectangles to show relative proportion of the distribution of audiences across Yahoo site and device pairings in relative size.

Fig. 18 Treemap Chart

Data displayed in treemap charts may be displayed in table charts as well.

Table Chart¶

The table chart shows distribution of selected and baseline audiences across Yahoo site and device pairings by percentage.

Data displayed in table charts may be displayed in treemap charts as well.