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.

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