| An index tells you how above or below the median an object's relationship to a cohort is relative to the norm. The median (or the norm) is represented by 100. If something has a 500 index, this means that it is 5X the median.
In the audience tab, the percent contribution coming from a specific demo, psychographic, or region is expressed in indices. What the index is saying - in this case - is compared to similarly categorized objects in the market vertical of interest: how does the percent contribution coming from a specific demo, psychographic, or region compare to the median? If an object has a 150 index for its percent contribution coming from Ages 25-29, this means that the percent contribution coming from this demo is 1.5X the median of similarly categorized objects the market vertical of interest. |
