Lisa Novohatski: When engaging with the data and the Experian mosaic segmentation portal, we see that there are two different ways to display the data that they provide.
Lisa Novohatski: First, they have the means, and then they have the index.
Lisa Novohatski: The means show the percentage of this group or type with a particular characteristic so essentially what they're doing is they're providing a percentage breakdown.
Lisa Novohatski: To show you within each data point what percent of the households within this segment fall into each of the
Lisa Novohatski: categories. So using age as an example, if we look at the age composition of group B, we see that 3% of households that are in group B have a head of household age of 19 to 24 years old.
Lisa Novohatski: 5% or close to 5% have a head of household age of 25 to 30 and 9.25% have a head of household age of 31 to 35.
Lisa Novohatski: The other way, to look at the data is through the index the index is a relativity index and essentially What it does is it tells us how likely.
Lisa Novohatski: Households in this group are to exhibit different characteristics or two part of particular groups so as we see here.
Lisa Novohatski: The index values range from somewhere between zero to the range versus 200 plus i've seen some values as high as 1400 or closer to 1500 and.
Lisa Novohatski: Essentially, what we're doing is we're looking for two different things. We're looking to see if the value is greater than or less than 100 and then we'd like to see the distance from 100 and the distance gives us an intensity factor.
Lisa Novohatski: Help us understand how unlikely or how likely this group is to be part of a group or to exhibit a characteristic.
Lisa Novohatski: Now, the best way to talk about interpreting the index is to think about an index that includes at 100.
Lisa Novohatski: So an index of 100 is the average, meaning that they're just as likely as the average American household to fall into any particular category.
Lisa Novohatski: Anything below 100 means they're not likely to be part of that carrot category or exhibit that behavior.
Lisa Novohatski: Anything above 100 means they are likely and again the distance from 100 gives you the intensity.
Lisa Novohatski: So if we get closer to zero, you know and that's less than 100 that's very close to zero means that they're extremely not likely to be a part of a particular group or exhibit a characteristic.
Lisa Novohatski: And above 100 the farther they are from 100, the more likely they are to exhibit that characteristic every part of a group.
Lisa Novohatski: So looking here at this example using age, we see that this group is likely to have a head of household age between 36 years old, to 45 as well as 46 to 50.
Lisa Novohatski: And we see that the index value is 204 and 207 for each of those groups, respectively, meaning that they are very likely to be part of these particular.