Use the audience comparison to discover what makes your target consumer unique. Create a report that compares audiences against one another or against the overall social media population. Find distinctions in their interests, demographics, and more.
Here are a few key terms to know when using this report:
Followed Accounts
Accounts listed under this tab are the top Twitter profiles that the members of the selected audience follow. Follower data is exclusive to Twitter
Baseline
The baseline lets you evaluate the audience distribution for a category against a standardized population. We currently offer four baselines to evaluate data against:
- The U.S. population in Zoomph’s database
- The U.S. population on Twitter in Zoomph’s database
- The U.S. population on Instagram in Zoomph’s database
- All records in Zoomph’s database
Chi-Square
Chi-square is a statistical test that can be used to see whether two distributions differ from each other. The basic idea behind the chi-square test is that the categorical variables in each distribution would be similar if the two distributions came from the same source.
A chi-square value of 3.84 shows a 95% confidence level. The higher chi-square value a category has, the more likely the two distributions are unrelated in that category.
Skew
We use chi-square to evaluate how different the presence of a category is in both the selected audiences. To identify categories that are more predisposed to align to a specific audience, select the sort order as 'Categories that skew towards [name of the audience].’ Only categories for which the chi-square value is greater than or equal to 3.84 are shown (95% confidence level or higher).
Similar Categories
We use chi-square to evaluate how similar the presence of a category is in both the selected audiences. To analyze these categories, select the sort order as 'Similar Categories.’ Only categories for which the chi-square value is less than 1.64 are shown (80% confidence level or lower).
Bar Graph
If the bar extends to the right of the baseline, it indicates that the category is more likely to be in the audience than in the baseline. A value of 1.4X indicates that the category is 40% more likely to be found in the audience than in the baseline.
If the bar extends to the left of the baseline, it indicates that the category is less likely to be in the audience than in the baseline. A value of 0.7X indicates that the category is 30% less likely to be found in the audience than in the baseline.