Advanced Analytics

Overview

Advanced Analytics are a set of tools for an in-depth analysis of your research, that simplify the process of extracting measures from the platform, and are filtered or split by attributes of interest on two or more variables.

Use the advanced analytics tools to gain access to metrics that help you understand the relationships between measures, attributes, concepts, and ads. Maximize value across all of your data, make comprehensive and normative comparisons, cross-project analysis, and lead in methodologies to answer all of your business questions.


Getting there


From the homepage, select the graph icon on the left menu, then select the solution.


Select one or more compatible projects you want to analyze, and click View Analysis in the popup.

Select Advanced Analytics from the menu on the left.


Key measurements


The key measurements of the advanced analytics tools depend greatly on the solution you are using. Below is a basic overview of the key metric each specific tool is aiming to answer:  

  • Autocoded Verbatims: accesses and sorts open-ended responses fast. Automatically orders verbatims by theme into easy charts.
  • Key Drivers: unpacks which levers can be pulled in order to drive another measure.
  • Correspondence: visualizes the relationship between an outcome measure (such as behavior change), a set of attributes, and specific ads or concepts.
  • Content Theme Analysis: leverages Zappi’s tagging system and can be used to analyze all studies fielded through the platform in a ‘meta’ type of analysis.
  • Advanced Crosstab: generates visual charts on your crosstab by segmenting on tags, dates, and target groups. 
  • Audience: determines which subgroups your ads and concepts perform best in. 
  • Significance Matrix Testing: compares outcome measures at a significance of 90, 95, or 99%. 

Exploring stories and charts


What is a custom story?

Zappi’s new reporting interface allows you to save key charts for your analysis into stories. Stories are a great way to compile data across different concepts or solutions into a single place.

Go to our article on Stories for more information.


How do I save charts? 

All Advanced Analytics charts can be saved for future reference. Click the ‘Export’ button in the top right and choose the format to export the chart to. Some formats will be unavailable depending on the type of chart.

Learn more about exporting individual charts.


What can be cross-compared?

With Zappi, you can cross-analyze compatible projects. The solutions that support cross-comparison are: 

For solutions supporting cross-project analysis, additional safeguards are in place with regards to the types of concepts that are compatible with cross-comparison. This is to preserve the validity of each methodology. 

Cross-Market comparisons are available for Activate it, Activate It Early, Amplify 2.0 Solutions (except Amplify Early Ideas or Creative Storyboard 2.0).

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