Reports FAQs

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What is the difference between Target Market vs Total Market in the Omnichannel Reach

Unlike the other report modules, the Omnichannel Reach module ONLY displays statistics for the Geographical benchmark that the Report Audience is being compared to in order to find look-alike audience segments.

As such, the TARGET Market indicates the total 18+ Population amongst the SELECTED intelligentSEGMENTS in the Geographical benchmark being used (eg: CMA Toronto).

In comparison, the TOTAL Market indicates the total 18+ Population amongst ALL 94 intelligentSEGMENTS in the Geographical benchmark being used(eg: CMA Toronto).

Learn more about the Omnichannel Reach Report Module

Does intelligentVIEW support Canada Post’s Electronic Shipping Tools (EST)?

Yes, CiG is a Smartmail Marketing Partner and intelligentVIEW output files are directly compatible with Canada Post Electronic Shipping Tools (EST).

Once you have created your carrier walk output from your report, you will have the option to select Houses, Apartments and/or Farms and to download the EST formatted file to use in your unaddressed neighbourhood mail (NM) campaigns.

Learn more about using Canada Post Carrier Walks in intelligentVIEW.

What are intelligentSEGMENTS?

IntelligentSEGMENTS is CiG’s powerful segmentation system that clusters Canadians into 94 actionable segments based on socioeconomics, demographics, behaviours, lifestyle data, and more to better understand customers and prospects across different dimensions.

Use intelligentSEGMENTS to understand what drives consumer choices and highlight their key characteristics, in order to create relevant campaigns and accurately targeted messages that lead to better results for your campaigns.

Learn more about using intelligentSEGMENTS.

What is an index?

An index is a measure that quantifies the degree of difference of a target’s attributes compared to a Benchmark.

If the percentage of the target attribute is exactly the same as the benchmark it is represented by 100 – all things are equal.

Any number above 100 represents how much the target attribute is above average (proportionally more in your file relative to the benchmark you chose). We say something is over-indexed.

Any number below 100 represents how much the target attribute is below the benchmark. We say something is under-indexed.

Another way to interpret and index is the number of times a characteristic appears in your file relative to the benchmark. For example, your File indexes 200 for kids aged 4 and under compared to BC. This means that households with kids 4 and under are 2 times more likely to be in your file than in the market.

What is a benchmark?

A benchmark is the point of reference to compare the data from your file. This allows you to see the differences and similarities between your File a Benchmark. Think of a benchmark as representing the universe of opportunity you want to evaluate against your target audience.

For example, if your benchmark is Ontario, the characteristics of your File are compared to the demographics from Ontario.

Benchmarks show the degrees of similarities and differences between two Files. This information can be used to get a deeper understanding of a File and help determine the strategy for targeting these customers.