How to Read a GWI Pull

Global Web Index, or GWI, utilizes panelist data from around the world to model out attributes of all Internet Users. GWI analyzes over 2.7B consumers, 4,000 brands, and 40,000 attributes to develop detailed audience behaviors and segments for even the most niche and complex industries.

The better you know someone, the easier it is to find them, speak to their problems, and spend time convincing them to take an action.

Honing in your marketing efforts on specific cohorts reduces waste, allows for more targeted and customized creative, allows for increased frequency, offers opportunities for more meaningful relationship building, and if done correctly - generates revenue.

GWI exports are primarily used for understanding more about a brand/product's ideal customer profile. Not every customer of a brand or product falls directly into the qualifications outlined, however the purpose of the exercise is to understand the individuals most likely to be connected with the product at hand.

Share: How much of our audience falls into a certain attribute

Index: How does the audience attribute compare to the holistic survey universe?TAM: Total Addressable Market: (TAM) How many individuals fall into our audience cohort

Universe: Total Amount of people in survey base

The % of the target audience that falls under a certain attribute. For the example above, the share bar can be read as "69.5% of our audience is using Facebook, and only 14.1% of them are using reddit"

Share can be considered the most influential data point that GWI delivers. A high index might seem impactful, however, if there is no audience size available, the attribute is not as meaningful.

How likely is the target audience to be there? How does the audience share compare to the base universe? For the example above, the index line can be read as "Our audience is 45.5% more likely to be on facebook, or 98% more likely to be on Reddit, when compared to the base universe surveyed"

Global Web Index looks at audience data on an index scale of 100. With 100 being the “average” user (i.e. of everyone surveyed, the averaged response is set at 100).

Responses above 100 show that the audience is more likely to be interested or engage in that category; while below 100 shows less interest (scaled based on amount it is above or below).

At its core, share indicates audience interaction availability, index indicates audience interaction likelihood.

Both figures should be evaluated, but priority should usually go to audience share.

For example, Reddit has a very high index, indicating our audience is statistically more likely to be consuming reddit compared to the average user, however, only 14% of our audience is there in total. If we wanted to make an impact on our addressable market, Facebook and Instagram should be prioritized due to Share, index, and platform environment (purchasability, targetability, trackable nature of the FBIG platform, etc).

Brand Discovery – how does the audience discover new brands

Named Social Media Services Used - Social media utilization (usually daily or weekly)

Streaming & SVOD Services - streaming video consumption

Brand Qualities & Brand Initiatives - attributes of brands that the audience finds valuable

Online Behaviors - how does the audience utilize media

Online Purchase Influencers - what motivates the audience to purchase

GWI Inputs: GWI requires some basic understanding of who the ideal customer profile may be. For instance, GWI cannot ingest a URL and generate an ideal customer profile. The system requires some direction in order to source accurate information. Some audience understanding, research, and sometimes assumptions are required to paint a more complete picture.

Survey data is always subject to bias, customer attitudes change, evolve, and should always be taken with some sense of directional applicability.