• Data Explorer Video Guide

Data explorer video tutorials

If you want to do deeper exploration of the Tracker data set, the Data Explorer is the place to go. In these nine short video tutorials, totalling just over 30 minutes, we explain all the main functions of the Data Explorer.

Please note, the Data Explorer software has been updated since these videos were recorded, so you’ll find some of the menu items have been moved, but the functionality remains unchanged.

1. Building and exporting a basic crosstab

Watch this tutorial first, for an overview of the workspace and how to build a simple crosstab.

Topics include: switching to full screen mode (0:40); defining question blocks (1:00); finding the ‘demographics’ question block (1:23); adding splits to your crosstab (1:38); using a brand performance variable (1:45); adding questions to your crosstab (2:05); selecting specific variables within boxes (2:20); generating your crosstab (3:11); changing the number of decimals (3:40); nesting variable splits (4:01); exporting your crosstab to Excel (4:50).

2. Adding base sizes and a ‘total’ column

Show how many respondents are in each of your splits to get a sense of statistical significance, and compare each of your splits to the full sample in the ‘total’ column.

Topics include: adding weighted base sizes (0:31); positioning your base sizes (0:44); reading base sizes (1:10); adding a ‘total‘ column (1:52); interpreting the ‘total’ column (2:35).

3. Showing time intervals and moving averages

Use the Data Explorer to see trends over time, and use moving averages to smooth out volatile results with low base sizes.

Topics include: adding time intervals as splits (0:40); choosing the time interval (0:47); changing the time interval (1:12); using moving averages (1:32); monthly splits with a three-month moving averages (2:10).

4. Analysing attitudes and behaviours

The Data Explorer can be used to compare anything with anything, so you can explore how attitudes or behaviours ‘predict’ other variables. This tutorial gives two very simple examples.

Topics include: the ‘Supporter motivations’ question block (0:33); choosing five levels of agreement (0:40); the ‘Preferred causes’ question block (0:48); ethical shopping by propensity to support causes (1:15); social media sharing by age band (1:54).

5. Saving your crosstab

Save your crosstab to ‘Favourites’ so you don’t have to build it again from scratch. You can also share your crosstab with Eden Stanley if you need help with troubleshooting.

Topics include: reasons to save your crosstab (0:05); the ‘Favourites’ menu (0:28); giving your crosstab a name and description (0:34); sharing your crosstab (0:49); loading your crosstab from the ‘Favourites’ menu (1:13).

6. Applying filters to crosstabs

Filter your crosstabs to see results from a specific time period, or filter using any of the variables in the data set to zero in on specific audience groups.

Topics include: reasons to apply a time filter (0:25); applying a time filter (0:54); why you can only choose the last day of any given month (1:13); using a variable to filter your crosstab (1:55); filtering brand KPIs by respondent donation value (2:23).

7. Benchmarking your crosstab

Interpret your crosstabs more easily by using benchmarking scores to give context to the values, and see more readily the differences between your audience segments.

Topics include: defining benchmarking (0:09); why benchmarks are useful (0:27); benchmarking by percentage-point units (0:47); benchmarking by percentage share (1:45); why percentage share is generally more useful than percentage-points (2:32); benchmarking by index/conversion rate (3:04); showing only benchmarks (3:59).

8. Running a significance test

Test the statistical significance between columns or rows in your crosstabs to find out which values to pay attention to, and which to ignore.

Topics include: defining significance testing (0:08); running a significance test (0:43); interpreting a significance test (0:56); changing the significance (or confidence) level (1:53).

9. Ranking in crosstabs

Use ranking to compare values in your crosstabs. Ranking can help control for market trends, and show simply how your brand is performing relative to others.

Topics include: defining ranking (0:08); rank between columns to rank a comparator set over time (1:00); reasons for ranking between comparators (1:39); show only rank values (2:01); rank between columns to find your highest-performing period (2:12).

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