Data Management Platform

Client: Audience targeting data company
Job: Ideas for a DMP (data management platform) reporting
Date: 2012

Buyers and sellers of the DMP needed a reporting to inspect and understand the audience data quality.

There is a huge catalog of segments, such as gender, age or interests. Each user receives a plurality of segments, causing segment overlaps. Those overlaps might be like: “45% of the users that are interested in smartphones, are also interested in tablets.”

The goal was to show intersections, correlations and clusters of sociodemographic segments.

The distance between two segments shows the amount of user overlap between them. As a result, segments that share many user profiles form clusters.