The taxonomy often uses indexes to describe a segment’s behavior. An index measures a given segment’s behavior vs. the national average, where 100 is average.
For example, a score of 125 means a segment is 25% more likely to follow an account, visit a store, a website, etc. A score of 200 means 100% more likely than average.
This is the home base for a segment. You can get a quick glimpse of their overall and real-time behaviors. As well as a demographic snapshot. Each of these we can dig into in more detail.
You can create a custom visitation panel by choosing the brands along the bottom and typing in the brands you want in the drop-down. This allows you to track how well your brand is doing vs. the competition for a specific customer cohort.
You can toggle regional segment visitation by clicking the Regions dropdown menu. This allows you to see, for example, what people of the same segment are wearing on the West Coast VS. the East Coast.
Brand influence leverages a panel of ~52 million public social media profiles to show the types of brand accounts these people follow on Twitter and Instagram.
Channels work the same way as Brand Influence but measure the media preferences of the segment. This is great for media budget allocation, ad placements, or understanding the political leanings of a segment.
And that’s it! There is a lot more you can learn about these segments by comparing variables in the Analyze tab. Feel free to click around and get inspired by your customers.