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Understanding Absolutes vs. Scores in the Data Visualization

It’s important to understand the distinction between Absolutes and Scores. In your report, you’ll find these two options for visualizing the results on the right-hand side.

 

Absolutes

Absolutes represent the raw numbers for each metric, segmented by channel and country. This view focuses on straightforward data presentation without additional interpretation. As the name suggests, it provides the absolute values tracked for each entity on each channel.

Scores

Scores, in contrast, add a layer of interpretation and contextualization to the raw data. They create a ranking of entities by applying a weight system to the metrics from each channel and country.

Here’s how Scores are calculated and why they’re valuable:

  1. Channel Weights:
    Each channel is assigned a weight based on its relevance. For example:

    • Instagram (IG) might have a weight of 100 if it’s deemed highly relevant.
    • A website’s URL traffic might have a weight of 0 if it’s less significant in the analysis.

    Example:

    • An entity with a large community on IG but low website traffic would rank higher than an entity with strong URL traffic but a weaker IG presence (assuming IG is weighted more heavily).

  2. Country Weights:
    Weights are also assigned to countries for each channel (e.g., IG US, IG ES, IG IN). This means the demand signal can vary by both location and channel, depending on the associated weights.

Why Scores Matter

Scores help uncover the signals of demand within the data. By factoring in channel and country relevance, scores refine the perception of demand, ensuring that entities with strong demand signals in key locations or channels rank higher. This interpretation is crucial for surfacing meaningful insights from the raw numbers.