EScape – Reporting Tool Manual A reference manual for version 2.4 – released Octobre 2009.
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Transcript of EScape – Reporting Tool Manual A reference manual for version 2.4 – released Octobre 2009.
Content
Logging in and logging out
Frequencies & comparisonsIntroduction
Making a selection for analysis
The output
Relationships Introduction & making a selection for analysis
The output
Portfolio plannerIntroduction
Defining a target group
The output
Media plannerIntroduction
Defining a target group
The output
Adapting your settings
Logging in and logging out
Access the reporting tool at http://escape.insites.eu
Log in at the left hand side by entering your username & password
You can choose the option ‘Remember me’:
If not checked, the user will remain logged in for 30 minutes
If checked, the user will remain logged in for 14 days
Log out anywhere inside the tool with the logout link at the top right
Frequencies & comparisons - introduction
Access the frequencies & comparisons section by clicking
through on the top left icon.
A frequency analysis calculates the distribution of answers for a
given question, both in absolute figures and percentages.
A frequency analysis can involve multiple...
...Website sections, websites & channels * - e.g. Demo eScape 2.0
...Questions & answering options * - e.g. Gender: Male/Female
...Periods * - e.g. Last month
...Benchmarks – e.g. Country benchmark
...Filters – e.g. Gender = Male
All items marked with an asterisk (*) are required
Frequencies & comparisons – making a selection
Firstly, select on which level you would like to run the analysis.
Network – e.g. Demo eScape 2.0
Website – e.g. http://www.example1.com
Channel – e.g. Sports, News, etc.
If more than one website or channel is added, the results will
automically be presented as a comparison.
A ‘channel’ groups a number sites. When analyzing on channel
level, the data of these sites will be aggregated.
Adding, editing and removing channels, is possible under the
section ‘My Settings’.
Frequencies & comparisons – making a selection
Secondly, select the variables for your analysis.
All questions and answer options, which can be included in the
questionnaire are listed. Tick the plus sign to unfold the tree structure and
tick the boxes to select te variables.
If you tick the question – e.g. ‘Current professional situation’, the results for
all answer options will be shown. You can limit the results to specific answer
options by seperately selecting these – e.g. ‘I’m currently unemployed, and
I’m looking for a job’, etc. In this case, only the results for these answer
options will be reported and the result will not total 100%.
When selecting multiple questions, each question will be
reported seperately for each selected website and period.
Frequencies & comparisons – making a selection
To save some time on recurring analyses, you have the option
to save a selection of variables as a variable group. E.g. ‘Basic
socio-demograhic profile’, including 4 key variables. You can
create these variable groups under ‘My Settings’. Your variable
groups will then appear on the selection page.
After doing an analysis, you will also have the option to save
your variable selection as a favorite. Favorites are shown on the
top of the selection page.
Frequencies & comparisons – making a selection
Thirdly, select a time period.
A frequency analysis can include multiple periods.
For a custom date period, check the checkbox ‘Custom date’, then
select the start and end date in the fields below
Optionally, activate or de-activate reweighting
Based on on- and offline research, insights were gathered on how
results of online questioning can be skewed by over- or under-
representation of a certain socio-demographic group online. By ticking
‘use reweighed data’, results are recalculated based on these insights.
This function is not available for all markets.
Frequencies & comparisons – making a selection
Optionally, choose benchmarks
The country benchmark includes all participating websites in your
market
The overall benchmark is interesting for users with international
websites, as it includes all websites worldwide that participate with
eScape
The media house benchmark includes all websites in your
account
The benchmarks are recalculated once a day
Frequencies & comparisons – making a selection
Optionally, choose one or more filter(s)
By ticking e.g. ‘gender = male’ only respondents which have
indicated to be male ànd correspond to previously selected
variables, will appear in the output of the analysis.
Hit ‘Analyse’ to start the analysis.
A progress screen will be shown
Frequencies & comparisons – the output
The output of the analysis includes:
N=the exact number of respondents corresponding to the variable
%=the % of the site population corresponding to the variable
A graphic representation
Frequencies & comparisons – the output
Several options are available after completing an analysis:
Saving the selection of variables as a favorite
Download the results of the analysis in the form of an Excel file:
Change the current selection
Start a completely new selection
Change the chart type
Frequencies & comparisons – the output
If the analysis can’t retrieve an adequate amount of respondents in
order to guarantee the representativity, a red exclamation mark is
added to the output. Click the exclamation mark to perform a
regressive sample search, in which case data from a longer time
period will be taken into account.
If more sample can be made available by extending the period, the
system will propose a new date for the selection, and offers the
possibility to rerun the analysis straight away
You will be informed if no additional sample can be retrieved
Frequencies & comparisons – the output
To put emphasis on a certain segment of a pie chart,
simply left click on the segment to separate it.
To export the graph directly into a media kit, e-mail or
sales presentation, simply right click on the graph. You
will have the option to save the graph as an image in 3
different formats: JPEG, PNG and PDF.
Relationships – introduction
Access the Relationships section by clicking through on icon, which is
second to the left.
A relationship analysis crosses all available answers for a given
question with all answers for another question, allowing you to analyze
the effect of one variable on another. E.g. answering questions as ‘do
men have a different appreciation of the site than women?’
A relationship analysis can involve...
...Multiple website sections, websites & channels *
...Exactly 2 variables *
...A single period *
Make you selection similar to in the module ‘Frequencies &
Comparisons’, but limited to 2 variables.
All items marked with an asterisk (*) are required
Similar to the output of a frequency analysis, several options are available
after completing an analysis:
Download the results of the analysis in the form of an Excel file:
Change the current selection
Start a completely new selection
Exchange variables: this will switch x and y in ‘Effect of [variable x] on [variably y]’
Change the chart type
Relationships – the output
Portfolio planner - introduction
Access the portfolio planner through the menu at the top.
This tool is useful for media houses or networks with multiple websites registered for eScape.
It gives an overview of which sites or site sections in your portfolio, there is the best penetration of a certain target group. All
variables, which are available in the survey, can be included in the definition of the target group. E.g. Male, <18, interested in
buying a new mobile phone in the coming 12 months, ...
When running the analysis, the reporting tool will return a list of websites from within the network which have enough sample
that corresponds with the defined criteria of the target group.
By checking answer options, you can define your target
group through AND & OR relationships.
Portfolio planner – defining a target group
On the selection screen, a tree menu will be presented with
all survey blocks, and the underlying questions and answer
options.
ORORANDAND
OROR
Portfolio planner – the output
Results are presented in a dynamic table, in which only sites
which had a minimum of 150 respondents over the last 6 months
are included.
The overview includes the following columns:
Export : tick the boxes and hit the XLS icon to export the selection to Excel
Website: indicates the url of the site
Site category: only appears if the category has been defined, a max. of 3 are shown
Counts: the exact number of respondents corresponding to the selected criteria
% of site population: % of the site population, corresponding to the selected criteria
Index: expresses how well the target group is represented on this website as opposed
to other sites
Error margin: expresses with which margin the results may vary in both directions
Click the column header to reverse the sorting order or drag a
column to the purple bar at the top to group results.
Media planner - introduction
In some markets, InSites Consulting offers a Media Planner
Tool based on the eScape data.
This tool can be used by agencies and planners, free of
charge, to get an overview of which sites, media houses & ad
networks have the best penetration of a certain target group.
Only data of partners, who have given their explicit consent, is
shared in this tool.
Only partners, who share data in the tool have access to it.
All variables, which are available in the survey, can be included
in the definition of the target group.
(!) Access to data from ‘optional themes’ needs to be requested
seperately, but this is possible through the tool.
Partnering sites and ad networks can access the Media
Planner through the reporting account, by clicking on the
icon at the top of the page.
Agencies and media planners, who request access to the
Media Planner Tool are provided a seperate login, giving
access only to this module.
It is possible to limit the results to specific Site Categories or
Ad Networks, by selecting these on the selection screen.
In some market eScape allows for reweighing. Based on
offline research, insights were gathered on how results of
online questioning can be skewed by over- or under-
representation of a certain socio-demographic group online.
By ticking ‘use reweighed data’, results are recalculated
based on these insights. In markets where this feature is
available, ‘use reweighed data’ is selected by default.
Media planner – defining a target group
On the selection screen, a tree menu will be presented with
all survey blocks, and the underlying questions and answer
options.
By checking answer options, you can define your target
group through AND & OR relationships.
ORORANDAND
OROR
Media planner – the output
Results are presented in a dynamic table, in which only sites or
channels, which had a minimum of 150 respondents over the
last 6 months are included.
The overview includes the following columns:
Export : tick the boxes and hit the XLS icon to export the selection to Excel
Ad Network: indicates which ad network represents the site
Website & channel : indicates the url of the site or the name of the channel
Site category: only appears if the category has been defined, a max. of 3 are shown
Counts: the exact number of respondents corresponding to the selected criteria
% of site population: % of the site population, corresponding to the selected criteria
Index: expresses how well the target group is represented on this website as opposed
to other sites
Error margin: expresses with which margin the results may vary in both directions
Media planner – the output
If variables from ‘optional themes’ were included in the
selection, access to results is protected. Simply click on the
network name to request access.
By clicking on a URL, some more details about the selected
website are shown such as a list of themes with data, the
number of respondents, the ad network that represents the site,
an indication of traffic (if filled out by the partner!) etc.
By clicking on the logo of the ad network, contact details of the
sales department of the ad network are shown. Partnering sites
and ad networks should fill out these details under ‘my settings’,
‘my contact details’.
Adapting your settings
The top right icon brings you to ‘my settings’ page, which
includes the following sections:
My channels: here you can group together any number of sites in a
‘channel’. ‘Channels’ are presented on the selection page, to analyze the data
of all sites in this channel on an aggregated basis.
My variable groups: here you can save a selection of variables in a ‘group’,
which can save time for recurring analyses.
My popup position: here you can alter the position of the survey invite/pop-
up for any specific site. Enter the url of the site in the appropriate field and hit
the ‘test’ button for a preview of the changes.
My logo: here you can adapt the logo for any specific site, be sure to use the
extension .gif, without exceeding the format 200 x 50
My script: here you can look up the script for any specific site
My survey: here you can (de-)activate optional research themes, to meet
research needs of the moment, simply (un-)tick the appropriate boxes in the
matrix.
My contact details: please fill out the contact details of the sales
department in these fields, to be shown to media planners when
using the media planner tool.
My traffic: here you can give an indication of the traffic on a site,
which will be included in the site details, shown to media
planners in the media planner tool.
My data exports: gives you an overview of all exports
My data sharing: gives you an overview of access to which data
has been granted to who
Project details: shows our contact details, as well as links to:
detailed statistics of number of pop-up shown and
respondents per theme
an overview of all logo’s and logins per site
the option to launch popup and survey for a preview
Sam BertelootManaging [email protected]. +32 9 269.16.05Mobile +32 496 23.29.21
Veerle Van HoeckeBusiness [email protected]. +32 9 269.14.31Mobile +32 484 925 666
Evergemsesteenweg 195B-9032 GentBelgiumTel. +32 9 269 15 00Fax. +32 9 269 16 00
Regus Rotterdam BrainparkLichtenauerlaan 102-1203062ME RotterdamThe NetherlandsTel. +31 10 204 56 71Fax. +31 10 204 55 55
London & Geneva offices planned for 2009!