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Glossary
Audience intelligence glossary
21 terms from audience analysis, geography, sponsorship and search, explained plainly: definition, formula where there is one, common mistakes and how each is used in practice.
Audience
How an audience is described, sized and compared.
Affinity indexAn affinity index shows how much more, or less, common a behaviour is in one group than in a reference population.Audience analysisAudience analysis is the systematic description of a group of people: who they are, where they are, what else they engage with and how that is changing over time.Audience overlapAudience overlap is the share of people who belong to two audiences at once.Audience sizeAudience size is the estimated number of people in a defined market who show sustained interest in a brand, club, artist, event or topic.Behavioural data vs panel researchPanel research asks a representative sample what they think and do.Brand affinityBrand affinity measures how much more, or less, an audience engages with, follows or searches for a brand than a reference population.Over- and underindexingA group overindexes when it appears more often in an audience than its share of the population would lead you to expect.Lookalike audienceA lookalike audience is a group selected because it resembles an existing source audience on characteristics believed to predict the same behaviour.PersonaA persona is a fictional individual built to represent a real audience segment, with a name, a situation and motivations.Psychographic segmentationPsychographic segmentation divides an audience by what people value, believe and are interested in, rather than by who they are on paper.
Geography
Where an audience is, down to region and postal code.
Regional affinityRegional affinity shows where inside a country an audience is concentrated, measured against each region’s share of the population.Postal code targetingPostal code targeting selects an audience at postal-code level rather than by city, region or country.Catchment areaA catchment area is the geographic zone from which a location, such as a store, venue, stadium or branch, actually draws its visitors.GeomarketingGeomarketing is the practice of making marketing and location decisions on the basis of geographic data: where customers are, where they are not, and what distinguishes one area from the next.
Sponsorship
Fit, impact and return of partnerships.
Sponsorship fitSponsorship fit is the degree to which a brand and a rights holder share an audience, a set of values and a commercial logic.Sponsorship impactSponsorship impact is the change in brand demand, awareness or perception that a partnership caused, as distinct from the change that happened while the partnership was running.Sponsorship ROISponsorship ROI is the financial return generated by a partnership relative to what it cost in total.Rights holderA rights holder is the party that owns the commercial rights to a property and sells them to sponsors.Media value and AVEAdvertising value equivalency (AVE), often reported as media value, estimates what the exposure a sponsorship generated would have cost if bought as advertising.
Media and search
Demand and presence measured against the category.
How Rascasse measures audiences is explained in the methodology.
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