In the Apply analysis panel you can select if the calculations shall be based on weighted or unweighted data, apply significance testing calculations, apply benchmark calculations and add Mean series to the chart.


Benchmark calculations 


In the Benchmark panel you can benchmark one result against other results. Three types of benchmark calculations are available; Units, Percentage share and Index/Conversion rate. See explanations to each of these calculation types below.


Units  
The Unit calculation is used to get the difference in units between two results.  

Formula: X-Y

Example: X=50, Y=80 à 50-80=-30

 

Percentage share  
The Percentage share calculation is used to get the difference between two results in a percentage share.

Formula: (X-Y)/Y * 100

Example: X=50, Y=80 à (50-80)/80*100 = -37,5%


Index/Conversion rate
The Index/Conversion rate calculation is used to get the conversion rate, in percentage, between two results.

Formula: X/Y * 100

Example: X=50, Y=80 à 50/80*100 = 62,5%


The benchmark calculations can be made across the items in the legend or across the items in the axis. You can also select how the comparison should be made, a data point can be compared to the first data point in the chart, the previous data point in the chart, the last data point in the chart etc. to meet different use cases.  See a few different examples of different comparisons below.


Example 1, the benchmark is made across the intervals (the axis items) and each data point is compared to the previous data point, a Unit calculation is applied. In this example the benchmark value displays how the result for each brand has changed, in percentage units, from the previous week. 

 


Example 2, the benchmark is made across the intervals (the axis items) and each data point is compared to the first data point, a Unit calculation is applied. In this example the benchmark value displays how the result for each brand has changed, in percentage units, since the first week (2011-03 in this example).



  

Example 3, the benchmark is made across the brands (the legend items) and each data point is compared to the next data point, a Unit calculation is applied. In this example the benchmark value displays how the result of Dapresy Telecom is performing compared to Sweet Talk.



In all the examples above the series of the chart displays the original value, the benchmark value is displayed in the data values label only, but it is also possible to display the benchmark values only in the chart as shown in the example below. In these cases, the comparison data point becomes hidden automatically.


Example, the chart to the left is the original chart, without any benchmark calculations applied. In the chart to the right the benchmark calculations are made across the intervals (weeks) and each data point (week) is compared to the first data point (first week). The “Show only benchmark” setting is enabled so the series of the chart displays the benchmark value instead of the original values. In this example the bars displays the difference for Dapresy Telecom for each week compared to the first week (2011-03).


The Benchmark calculation panel looks like the image below, see setup instructions further down.


Here we see the Benchmark calculation panel



To apply a benchmark calculation to your chart:

  • Select calculation type (Units, Percentage share or Index/Conversion rate) in the “Calculation list”
  • Select if the original results shall be hidden or displayed together with the benchmark result. By ticking the “Show only benchmarks” setting the original values becomes hidden
  • Select if the benchmark calculation shall be made across the legend or the axis items in the “Benchmark between” list. Note, this list appears only if the chart contains items that make it possible to perform benchmark calculations in both the legend and the axis. If the chart, for example, contain items that makes it possible to perform benchmark calculations in the Axis only the “Benchmark between” list is not appearing.
  • Select the comparison data point in the “Comparison data point(s)” list
  • Select if the comparison data point should be hidden or not in the “Comparison behavior” list Note: the comparison data point is always hidden if the setting “Show only benchmark” is enabled.