WHAT ARE THE CHARTS DISPLAYING FOR MULTI-TARGET SEARCHES?
Mosaic and Cloud chart layouts in Cubeyou adapt to an alternative format when you are viewing a multi-target search. When you drill into a category, such as Top Influencers, you will see the difference in Affinities between each target. If you click on either Reach or Penetration, the chart will re-sort by that index and update the chart to display the difference for that index.
In the compare multiple targets article the overview charts for 2 or 3 audience comparisons is displayed. In this article, we focus on the different ways in which the data tables, Mosaic and Cloud charts update when comparing multiple targets. You have 3 options depending on your goal:
Order the data based on a specific index
Order based on similarities
Order based on largest differences
Order the data based on a specific index. By default the data is ordered by Affinity and compares difference in Affinity between the second and first target.
Example: the below chart shows that the New York State audience has a 10.21x greater Affinity towards the Buffalo Sabres than the California audience.
If you change the chart type from Mosaic to Cloud you will see the same information, however the difference will be displayed in a smaller bubble within the logo. It is important to pay attention to the color of each of your targets - the logos will display with the representative color as a background hue. The green circle indicates that the California audience has a 10.21x smaller Affinity for the Buffalo Sabres than the New York State audience.
2) Order the data based on similarities between the targets
Similar will analyze the two or three targets for the lowest difference in Affinities among those interests.
Example: In the example below, Dr. Ben Carson has the same Affinity for the New York State and California audiences.
This comparison allows you to highlight influencers, products and media sources that each target you are analyzing is equally interested in. Some of the Similar results may be under-indexing (less than 1.00x in Affinity) while others will be over-indexing (greater than 1.00x in Affinity).
3) Order the data based on differences between each target
Clicking on Different will display the interests that are most relevant to each audience - first it presorts by the top 50 interests by reach for each target, and then reorders each interest from largest to smallest difference in Affinity. The logos on the Mosaic chart will display with a background hue of the color assigned to the audience.
Example: The example below shows the interests sorted by largest Affinity for the New York State and California audience. The left hand bluish Mosaic shows the influencers for which New Yorkers have the highest Affinity, while the right hand greenish Mosaic shows the influencers with the highest Affinity among Californians.
Note: You should always rename your target with a memorable name when performing multi-target searches. It will help you navigate the charts and data quickly and easily without getting confused.