Reading Industry Scores

The YPulse Brand Data platform tracks 450+ brands across 12 different Industry verticals. This allows you to not only benchmark your brand's performance to the industry averages, but also to analyze how industries compare to each other (and how this is trending over time!). We recommend always reporting on the Industry Scores along with your those of your brand to properly contextualize performance. Keep reading to learn more about where to access the Industry Scores and how to interpret them...

Score Comparison > Industry Scores

The Industry Scores section provides the average score values for all brands within each industry, across all measures and diagnostics that we track. The section includes three charts:

  1. The Total Average Scores for each Industry for the time period selected
  2. The Trended Average Scores for each Industry at the trend cadence and time period selected
  3. The Total Average Scores for each Category within each Industry (a smaller subset of more closely related brands within an industry)

You will control which scores and diagnostic measures you want to explore using the 'Choose Measure' field at the top of the view:

(This screenshot does not show the full list of measures available).

How to interpret the Industry Score values:

The Industry Score values are simply calculated as the average of each of the performance values for all brands within a single Industry. These values are not meant to reflect consumer statements about the industry as a whole, and rather just provide the average values for benchmarking purposes.

So in the above chart, you can read as "the average YScore+ value for brands in the Household Goods industry is 28, which is the highest Industry Score of all of the 12 industries tracked. The average YScore+ value of 23 for Alcohol Beverages is the lowest Industry Score."

Percentages vs. Scores

When reading and reporting on the Industry Scores, it is important to follow the score format as it appears in the dashboard. For a refresher on how each of the measures for a single brand are calculated, read Understanding Brand Measure Calculations.

The following measures must be reported as scores-only:

  • Mindshare (value ranges 0 to 100)
  • YScore+ (value ranges 0 to 100)
  • Net Purchase Intent (value ranges -100 to 100)
  • All 20 Industry Diagnostics (average values for Cool, Popular, Eco-Friendly, etc.)

The following measures must be reported as percentages-only:

  • Awareness
  • Familiarity
  • Used/Bought
  • Loyalty
  • Favorite
  • Purchase Intent Likelihood

The following measures can be reported as scores or percentages, depending on if an Industry comparison is used:

  • All 20 Individual Diagnostics (Cool, Popular, Eco-Friendly, etc.)

Although you can interpret the Individual Diagnostic Scores as percentages (i.e. "50% of those aware of Nike think that Nike is cool"), we present them in the dashboard as scaled scores ranging from 0 to 100. We recommend using the scaled scores in order to properly benchmark against the Industry Scores (industry averages) which must be read as scaled scores.

 

Was this article helpful?
0 out of 0 found this helpful

Comments

0 comments

Article is closed for comments.