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Raw Penetration (raw) - A measure of a comparison subject’s share of all the focus subject’s conversations. In the example below, 0.83% of Olay conversations mentioned ‘natural skin’.
Penetration Percentile (pctl) - A measure of a comparison subject’s raw penetration of the focus subject against the comparison subject’s raw penetration of similarly categorized objects in the market vertical. In the example below, ‘natural skin’ is in the 94th percentile of Olay conversations, meaning it is mentioned alongside Olay at a higher rate than for 94% of other similarly categorized objects (Brands, Brand Extensions, and Organizations).
Penetration index (idx) - Another way to express the comparison subject’s share of the focus subject’s conversation relative to its share of conversations for similarly categorized objects. Access this metric by right-clicking on ‘sig’ and selecting ‘idx’.
Penetration Significance (sig) - The penetration index divided by 100..
All metrics maintain the same meaning for reverse penetration listed on the right hand side of the screen. The only difference is that instead of the comparison subject being measured against the focus subject, the focus subject is being measured against the comparison subject. In the example below, whereas 0.71% of Olay conversations mention vitiligo (raw pen), 2.42% of vitiligo conversations mention Olay (rvrs raw pen).
In the image above, ‘Posts’ view is selected. This means that metrics are based on comparison subjects that are mentioned alongside the focus subject within the same post. To get a better understanding of what Users (those who post about the focus subject) are talking about in general (not necessarily in the same post), switch to ‘Users’ view (image 2). Among other reasons, this could be beneficial to ascertain which other brands users of a brand are most frequently talking about (potential threats).
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