BASE 

• Also known as: filter or universe; the comparison point. 
• Filters out anyone who does not conform to the selected criteria: 
  • Female 
  • US Hispanic 
  • A21+ 

COLUMNS 

• Also known as: target audience. 
• Who you want to know about; can be built from: 
  • Demographics 
  • Psychographics 
  • Brand usage 

ROWS 

• What you want to know about the people you want to know 

about: 

• What brands are they buying? 
• What media are they consuming? 
• What are their attitudes & opinions?