The large colored area of your map is the cell area and contains data from your audience. Each cell represents the intersection of a gender-age group (column) and a demographic or interest dimension (row). For example, the cells circled on the screenshot below represent:
- Men aged 35-44 who show interest in affordable brands of hair care products
- Women aged 18-24 who are interested in affordable skin care brands.
- Women aged 35-44 who like body piercing.
The color of a cell represents its relative level of affinity. Areas with greater affinity are of particular interest to you in planning your marketing strategy.
You should also note the population size represented by each cell. There may be a high affinity with a particular dimension, but if the audience size is small, it may not be viable to devote much ad spend there.
Highlighting Areas of Interest
If there is a particular dimension (row) that you wish to highlight, you can do so by clicking on its name. This will dim the rest of the rows while lighting up the selected row. Clicking the cell area of the map will remove the highlight.
You can similarly highlight an entire dimension group by clicking on the dimension group’s name, which will light up all the rows encompassed within that group while dimming all other rows. Remove the highlight by clicking on the cell area of the map.