Q - PoF Demographics Tool (3)
Just a quick question about the PoF demo Tool.
What does it exactly mean when the % is above 100% even when it says 100% expected
It always says 100% is expected. I think, and I could be wrong, that what they mean is 100% is where it should be if all things were equal.
So if it was even distribution of men and women, it would be 100% men, 100% women. When it shows 125% men, 80% women, that means there's less women than the mean would expect, and more men than the mean would expect.
I could totally be wrong about this, so it would be nice if Ben could chime in, but that's how I treat it. If I'm looking for the demo to target, I just look for which one is way higher than the expected outcome (ex, whichever one is way over 100%). It seems to work so far.
100% is basically an index average across the whole. Gender for instance. If you search for say, fishing, it will compare the number of males and females it finds to a mean number and it it finds more than "expected" it will be over index (over 100%). In that case it would probably have over index for men and under index for females.
Obviously I don't know the exact algorithm used but I figure it has to do with as assumed percentage of people that can reasonably be expected across the whole membership to be interested in any one thing.
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