IP Onboarding – What to Expect

When you are analyzing your IP based audience, it is important to remember you are looking at a household level audience, which means the insights you are viewing are not at the individual level.  

Household Level Insights 

Household level insights are extremely valuable! Focus on attributes that might be unique to a household instead of to an individual.  For example, people in the same household are commonly different genders but might have similar personal values and daily routines.  Naturally, you will find that these household level insights will have more significance with your household audience.  

This doesn't mean you can't look at individual level attributes when analyzing an IP based audience, it’s just important to understand the source of your data.  

Insights with IP Audiences

When viewing an insight that is important or distinctive about your audience, you might be used to seeing indexes that fall well outside of the 80/120 index range. For example, in an analysis you might be used to seeing indexes range from 60 to 200.     

When viewing insights on an IP based audience, because you are viewing household level insights, you will see a smaller spread in index values. For example, you might see indexes range from 90 to 110.  You will still be able to identify the insights that are meaningful to your audience by comparing the index and composition values.