Overview
This video tutorial explains how to use baselines within Audiense Insights to compare audiences and audience segments.
Benchmarking your audience against an appropriate baseline helps provide context for your insights. Rather than viewing audience characteristics in isolation, you can compare them against another audience to better understand what is distinctive or unique about your target audience or segment.
This tutorial introduces the baseline selector and explains how different baselines can be used throughout an Insights report.
Understanding Baselines
Every Insights report includes a Compared to option located in the upper-left corner of the report, next to the selected audience or segment. The Compared to selector allows you to compare the current audience or audience segment against a baseline of your choice. Using a baseline helps provide additional context for your analysis by highlighting how your audience differs from another population.
Default Baselines
The default baseline depends on what you are currently viewing within your report.
Full Audience
When viewing the Full Audience, the default baseline is:
- The Global audience, or
- The national average for the primary country represented in the report when the audience is primarily located within a single country.
The national baseline represents users from that country who are also on X.
Audience Segments
When viewing an individual audience segment for the first time, the default baseline is the Full Audience. This comparison highlights what makes the selected segment unique compared to the rest of the analyzed audience.
Selecting a Different Baseline
You can change the selected baseline at any time from any tab within the report. Depending on your audience definition and report findings, you can compare your audience against different populations, including countries and gender-specific audiences. For example, you could compare your audience against the female population in the United Kingdom. Selecting different baselines allows you to explore your audience from multiple perspectives and better understand how it differs from other populations.
Available Baselines
Each time you generate an Audiense Insights report, the following automatically become available as baselines:
- The Full Audience.
- All identified audience segments.
These baselines can be accessed from the left-hand side of the baseline menu.