Terms
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+
- Etc.
COLUMNS
- Also known as: target audience.
- Who you want to know about; can be built from:
- Demographics
- Psychographics
- Brand usage
- Etc.
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?
- Etc.