escape – reporting tool manual a reference manual for version 2.4 – released octobre 2009

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’.


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.


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.


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.


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


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


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


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


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!

[email protected]

escape – reporting tool manual a reference manual for version 2.4 – released octobre 2009

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