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Eighty20 Help  

Eighty 20 Help File

Contents

CHAPTER 1 - INTRODUCTION
  Overview
  Eighty20 Password
  Main Menu
CHAPTER 2 - TARGETER
  Entry Screen
  Select Geographic Area
  Select Demographic
  Statistics Table
    Information
    Statistics Screen Buttons
    Standard Buttons
CHAPTER 3 - ASSESSOR
    Parameters
    Calculations for Profit/Loss Results
    Assessor buttons
CHAPTER 4 - LOCATOR
    Information
    Locator buttons
CHAPTER 5 - PROFILER
    Graphs
    Summary
    Snapshot
    Details


Overview

Eighty20 is a completely integrated suite of high value business tools allowing users to pinpoint areas of maximum interest and then fully understand those areas.

Eighty20 is designed to be completely user-friendly and intuitive to use. As such, while the Help text provides an explanation of how the system works - it also provides examples of how you might be able to use Eighty20 to your full potential.

Eighty20 is being used by an incredibly diverse range of businesses and individuals - ranging from Australia's premier business corporations and learning institutions to franchise chains, local government and retiree associations.

While Eighty20 is being used for many different purposes, there are common reasons as to why clients selected Eighty20: it is easy to use and provides users with finished output.

A survey of Eighty20 clients revealed that 100% would buy Eighty20 again, and 98% said that they would recommend it to friends and colleagues.

There are four main areas of Eighty20, being:
 

TARGETER

 The purpose of this module is to allow you to target specific markets ie. to find the areas of highest potential for your good or service based on the numbers or concentrations of people in your defined market.

Here you select your catchment area, level at which to view results, and the demographic variables that define your target market.
 

PROFILER

 The purpose of Profiler is to give you a thorough demographic understanding of any area you select, including how that area differs from normal.

You simply select the area you want to Profile and the various reports comprising Profiler are instantly produced for you.
 

LOCATOR

 The purpose of Locator is to help you determine optimal store locations based on where your competition and target markets are located.

Here you first select the catchment area of interest and the demographic variables defining your market – then you select which type of business you are.
 

ASSESSOR

 Using Targeter you know where your target markets are – but not if there are sufficient numbers or concentrations to make a marketing campaign profitable.

Using Assessor you can simply enter campaign parameters (such as costs and sale values) and quickly see whether a campaign would be expected to make a profit or loss. Assessor gives you profit/loss figures by area – as well as the required response rate for the campaign to break-even.


Please note that Locator is available at geogrpahic levels of postcode above only – as business information is not available at Collector District or Local Government Area levels.

On the web site all modules are linked and can be accessed at any time by simply selecting the module you require on the left hand side of the screen.

On the right hand side of the screen you will find all the available functions specific for each screen. Functions include things like ‘Sort’, ‘Export’, ‘Print’, ‘Help’ and ‘Exit’.

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Eighty20 Password

Enter your User Name and Password in the appropriate fields and then click on the Accept button to enter Eighty20.

Please contact your system administrator if you do not know what your User Name and Password is – or call Eighty20 Statistics on 61 2 6338 4430.

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Main Menu

Simply select the part of Eighty20 you want to begin working with. Over time Eighty20 will be expanded to cover more than Demographic data and mapping tools.

A description of each tool is provided at the bottom of the screen – which is visible when you place your cursor over any of the Eighty20 functions.


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Chapter 2 – Targeter

Targeter is made up of the following:
  Select Geographic - select the geographic catchment area you wish to search across by first selecting the geographic level of interest – and then the specific area(s) you require. For example, if you wanted to conduct a search across Sydney you would select “Division” and then select Sydney.

You then select the geographic level at which you want to see your results eg. postcode, LGA or CCD levels.

Geographic levels available depend on the catchment area you select. For example, if you select a Local Government Area as your catchment then you cannot select postcode as the level to view your results. This is because LGA’s and postcodes have different geographic hierarchies ie. postcodes do not fit neatly into LGA’s. The lowest level available is Census Collector District (CCD).
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  Select Demographic - at this stage you first select the demographic table of most interest to you – and then select the variables within that table that most closely match the market you are searching for.

You can select multiple variables within a table (by clicking on each variable – click again to deselect).

However, as the tables are mutually exclusive you cannot select variables from multiple tables. If you want to use different tables in your search the best way is to go through the following steps:
1. Run the search using selected variables from the most important table
2. Sort the results according to percentage of population in the target market and then delete areas that are below the average for the area selected (the bottom row called Totals provides the average for the area)
3. You have now deleted areas below average for your primary table. Now select “Edit Demographic” and do another search using your next most important table. Keep going through these steps until you have involved all the variables important to you.

You must be aware, however, that there may be no correlation between the variables you select. For example, if I was looking for 5 year olds earning $78,000+ then I would search on high income earners and then on 5 year olds and end up with a list of areas that have above average concentrations of high income earners, and above average concentrations of 5 year olds.

However, this does not mean that there will be high numbers of 5 year olds with high incomes in the areas selected! You need to use caution when using multiple tables to select areas.
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  Statistics Table - Statistics Table contains the results of your search. The table details the numbers by area for your selected variables – and compares these to the relevant population totals so you can see the percentage concentration. Rankings are also provided based on the raw number as well as the percentage for each area.

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Entry Screen

If you are conducting a new search, select ‘Create New Table’.
If you would like to work with a search that you have previously worked on and saved the results of, then select ‘Existing Table’.
If you would like to delete a table, then select ‘Delete Table’.
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Select Geographic Area

Upon entry to the Targeter module, the Select Geographic area screen is displayed. You simply need to select the Geographic area you are interested in searching across, and the level at which you want to view your results.

The geographic data in Eighty20 is arranged in hierarchies, as follow :

   +     Australia is made up of States;

   +     States are made up of Divisions;

   +     Divisions are made up of Sub-Divisions;

   +     Sub-Divisions are made up of Postcodes, or Local Government Areas;

   +     LGA’s are made up of Statistical Local Areas;

   +     Postcodes and SLA’s are made up of Census Collector Districts (CCD’s)


Census Collector Districts (CCD’s) are the lowest geographic level.

In the Geographic Selection screen you first select the level you are interested in. If you selected ‘States’ then Eighty20 would display a list of all available States to select from eg. NSW, ACT, Victoria etc. Similarly, if Divisions were selected Eighty20 would display all possible selections.

You are able to select multiple areas in the Geographic Selection process – but they must all be in the same geographic level. So, you could not select WA and Sydney, but you could select WA and NSW.

Eighty20 needs to know where you want to conduct your search, then at what level of the hierarchy you want the results displayed. For example, you may want to search in the NSW Sydney region and see the results displayed for each postcode in that region.


To use this screen :

   1.   Select the catchment area by clicking on the appropriate level (eg. State, Division). A drop-down box of available options will be displayed. Select the desired area by clicking on it once. You can make multiple selections by simply clicking or other areas in the list. You have now defined where you want to search for your market.


   2.   Tell Eighty20 at what level you want the results displayed. Choose the level you desire in the “view search results” section by clicking on it once. Note, only levels lower in the hierarchy than the level selected for the catchment can be selected eg. Divisions or States can’t be selected if you are analysing a Local Government Area.


   3.   When you have made your selections, click on Accept to continue on to Select Demographic.


Note that the larger the area you wish to search in, the longer it may take to generate the results.


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Select Demographic

This screen lists all demographic tables available for your use.

Simply select the table you are interested in by clicking on it once. A list of variables for that table will be displayed.

To make your demographic selections:

   1.   Select one or more of the variables that make up your target market by clicking once on each. You can deselect a variable by clicking on it again.


   2.   When you have made your selections, click on Accept to continue on to Statistics Table.


Eighty20 will now calculate the results by searching within your selected Geographic area (this can sometimes take a few minutes)


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Statistics Table

This table displays the results of your search - ranking areas according to numbers in the selected demographic variables.


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Information

The Statistics table is divided into the following columns of information :

1.       Geographic areas

2.       Column 2 shows the relevant population total in the area – which could be total households, people, families, businesses etc.

3.       Population within Demographic shows the numbers in your Target Market.

4.       Percentage Total is simply column 3 divided by column 2.

5.       Number Ranking shows the ranking for the area based on the numbers in the selected variables.

6.       Percent Ranking shows the ranking for the area based on the percentage selected variables compared to the total population.

 

Totals are displayed for all relevant columns and you can use the scroll bar to move through the table.

 

Note that if your search contains more than 500 records, then Eighty20 may display only the first 500 records. Use the ‘Next’ and ‘Previous’ buttons to see addional records. The totals, however, relate to all records for the search – not just those displayed on the screen at once.

 

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Statistics Screen Buttons

There are a number of functions available on the right hand side of he screen. They function as follows:

 

Edit 

Edit allows you to delete rows from the display - either by selecting those you want to keep, or selecting those you want to delete. You can Undo deletes if you make a mistake.

You can select multiple rows by first selecting a row, and then scrolling to the last row you want to include, and selecting it while holding down the ‘Ctrl’ key on your keyboard.

 

Sort

You can use the Sort button to rank the table any way you want – in ascending or descending order on any of the columns displayed.

 

If you are planning to communicate with your Market using newsprint or electronic media, it would make sense to rank areas according to the numbers in your Target Market.

 

But if you are planning to communicate via telemarketing, letter box drops, or direct mail it may be wiser to rank areas based on the percentage in your Target Market (as you pay per item delivered).

 

PROFILER   

You can profile either a single row or the Total row by highlighting the row and clicking Profiler. Profiler is important because it gives you a good demographic understanding of the area selected. It may be that an area ranks highly for your Target Market, but when looked at in a broader context it may not be suitable for your product or service.

 

For example, if your company is selling solar hot water heaters, you may be targeting areas with high percentages of stand-alone houses - but if most of the houses in the highest ranking area are rented it may not be such a good area after all.

 

ASSESSOR  

Assessor helps you to analyse whether it is worthwhile doing some type of campaign in any or all of the areas selected. It does this by allowing you to enter assumptions in order to calculate the potential sales and profitability of mounting a campaign to your Target market.

 

LOCATOR  

Locator shows the concentration of a selected business type against the defined target market. It allows you to see where there are higher/lower numbers of the target market per area for that business type.

Save

Using the Save function you are able to save the results of your search and return to it directing in future when entering Targeter by using the ‘Existing Table’ option.

Print

Using Print enables you to print the results of your search. When you click on the Print function Eighty20 produces a new Browser window containing the report to be printed – simply select the print option on the Browser toolbar to print the report – and close the window to return to Eighty20.

Export

Export allows you to download your search results to your own computer. The report details are downloaded in a suitable file format and compressed to minimise transmission and wait times.

Edit Geog.

This function allows you to go back to the Geographic Selection screen and select a new catchment area without also having to re-select your Demographic selection.

Edit Demog.

This function allows you to go back to the Demographic Selection screen and select new variables without also having to re-select your Geographic selection.

 
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Chapter 3 - Assessor

 

Assessor allows you to model the potential sales and profitability of running a campaign to your targeted market.

 

Upon selection of Assessor, the Campaign Parameters window is displayed for you to enter some of the variables relevant to running a campaign in the selected areas.

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Parameters

 

Fixed Cost

 

Most campaigns will have a fixed cost that has to be spent regardless of how many people you try to communicate to. This could be for the design of advertisements, scripting of letters, design of brochures.

Variable Cost per 1000

 

This allows you to input the cost of communicating with 1,000 people/households/businesses in the area selected. If you are doing direct mail, the figure may be around 60 cents per contact - so you would enter a cost of $600 per 1,000. If advertising, for example, a $1,200 advert reaching an audience of 6,000 would be $200 per 1,000 ie. (1200/6000 * 1000).

Average Sale Value ($)

 

Simply enter the average sales value you expect for the product or service.

Profit Margin per Sale (%)

 

Enter the profit margin you make on sales, excluding the costs of the campaign. For example, this may be 30%.

Estimated Hit Rate (%)

 

This figure is the percentage of your target market that you expect will buy what you are offering. Typically a hit rate of 10% would be considered extremely good - but the actual figure will depend on what you are offering and your method of communication.

Population Type

 

This allows you to define your variable costs more precisely by identifying whether, when campaigning, you are going to reach every person, every household or only certain types of businesses in your target areas.

 

Click on the Accept button to progress to Assessor, or click on Cancel.

 

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Calculations for Profit/Loss Results

 

The various columns on the screen are calculated as follows :

 

 

Costs

Marginal Cost is calculated by multiplying the number of people/households/businesses in the area by the “Variable Cost/1000”. Cumulative Cost is the sum of marginal costs.

 

Revenue

Marginal Revenue is calculated by multiplying the “Average Sale Value” by the number of people/households/businesses in your target market, then multiplying this by the “Hit Rate”. Cumulative Revenue is the sum of Marginal Revenues.

 

Profit/Loss

Marginal Profit/Loss is calculated by multiplying the Marginal Revenue by the Profit Margin and then deducting the Marginal Cost.

 

 

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Assessor buttons

The Assessor buttons at the base of the screen perform the following actions.

Edit 

Edit allows you to delete rows from the display - either by selecting those you want to keep, or selecting those you want to delete. You can Undo deletes if you make a mistake.

You can select multiple rows by first selecting a row, and then scrolling to the last row you want to include, and selecting it while holding down the ‘Ctrl’ key on your keyboard.

 

Sort

You can use the Sort button to rank the table any way you want – in ascending or descending order on any of the columns displayed.

 

If you are planning to communicate with your Market using newsprint or electronic media, it would make sense to rank areas according to the numbers in your Target Market.

 

But if you are planning to communicate via telemarketing, letter box drops, or direct mail it may be wiser to rank areas based on the percentage in your Target Market (as you pay per item delivered).

 

PROFILER   

You can profile either a single row or the Total row by highlighting the row and clicking Profiler. Profiler is important because it gives you a good demographic understanding of the area selected. It may be that an area ranks highly for your Target Market, but when looked at in a broader context it may not be suitable for your product or service.

 

For example, if your company is selling solar hot water heaters, you may be targeting areas with high percentages of stand-alone houses - but if most of the houses in the highest ranking area are rented it may not be such a good area after all.

 

TARGETER  

Targeter allows you to pinpoint areas with the highest numbers or percentage concentrations of the target market you are searching for.

LOCATOR  

Locator shows the concentration of a selected business type against the defined target market. It allows you to see where there are higher/lower numbers of the target market per area for that business type.

Save

Using the Save function you are able to save the results of your search and return to it directing in future when entering Targeter by using the ‘Existing Table’ option.

Print

Using Print enables you to print the results of your search. When you click on the Print function Eighty20 produces a new Browser window containing the report to be printed – simply select the print option on the Browser toolbar to print the report – and close the window to return to Eighty20.

Export

Export allows you to download your search results to your own computer. The report details are downloaded in a suitable file format and compressed to minimise transmission and wait times.

Edit Geog.

This function allows you to go back to the Geographic Selection screen and select a new catchment area without also having to re-select your Demographic selection.

Edit Demog.

This function allows you to go back to the Demographic Selection screen and select new variables without also having to re-select your Geographic selection.

PARAMETERS  

Allows you to go back and change the assumptions you made.

 

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Chapter 4 - Locator

 

Locator allows you to determine the concentration of selected business type(s) compared to the target market for that business (ie. people/households/businesses). It is, therefore, easy to see where there are areas of high and low concentrations of businesses to target markets. For example, in locating a new outlet you may be looking to establish where there is an under-supply for the available target market.

 

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Information

 

The various columns on the screen are as follows:

 

                       

Target Mkt

The number of people/households/businesses in your target market, as defined by the selections made in Select Demographic.

 

Busn within Type

The number of businesses in the area of the type(s) selected when entering Locator.

 

Avg Mkt Share

This is calculated by dividing the number of businesses into the target market. This roughly indicates the proportion of people/households/businesses in your target market available to each of the selected business type(s).

 

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Locator buttons

 

 

The Locator buttons at the base of the screen perform the following actions.

Edit 

Edit allows you to delete rows from the display - either by selecting those you want to keep, or selecting those you want to delete. You can Undo deletes if you make a mistake.

You can select multiple rows by first selecting a row, and then scrolling to the last row you want to include, and selecting it while holding down the ‘Ctrl’ key on your keyboard.

 

Sort

You can use the Sort button to rank the table any way you want – in ascending or descending order on any of the columns displayed.

 

If you are planning to communicate with your Market using newsprint or electronic media, it would make sense to rank areas according to the numbers in your Target Market.

 

But if you are planning to communicate via telemarketing, letter box drops, or direct mail it may be wiser to rank areas based on the percentage in your Target Market (as you pay per item delivered).

 

PROFILER   

You can profile either a single row or the Total row by highlighting the row and clicking Profiler. Profiler is important because it gives you a good demographic understanding of the area selected. It may be that an area ranks highly for your Target Market, but when looked at in a broader context it may not be suitable for your product or service.

 

For example, if your company is selling solar hot water heaters, you may be targeting areas with high percentages of stand-alone houses - but if most of the houses in the highest ranking area are rented it may not be such a good area after all.

 

ASSESSOR  

Assessor helps you to analyse whether it is worthwhile doing some type of campaign in any or all of the areas selected. It does this by allowing you to enter assumptions in order to calculate the potential sales and profitability of mounting a campaign to your Target market.

 

TARGETER  

Targeter allows you to pinpoint areas with the highest numbers or percentage concentrations of the target market you are searching for.

Save

Using the Save function you are able to save the results of your search and return to it directing in future when entering Targeter by using the ‘Existing Table’ option.

Print

Using Print enables you to print the results of your search. When you click on the Print function Eighty20 produces a new Browser window containing the report to be printed – simply select the print option on the Browser toolbar to print the report – and close the window to return to Eighty20.

Export

Export allows you to download your search results to your own computer. The report details are downloaded in a suitable file format and compressed to minimise transmission and wait times.

Edit Geog.

This function allows you to go back to the Geographic Selection screen and select a new catchment area without also having to re-select your Demographic selection.

Edit Demog.

This function allows you to go back to the Demographic Selection screen and select new variables without also having to re-select your Geographic selection.

 

 

 

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Chapter 5 - Profiler

 

 

Profiler allows you to gain a detailed understanding of a selected area in terms of the people, businesses, households and families that exist there. A selection of graphs and analytical reports are available to provide you with this overall picture of the area – including how it compares to another area you select.

 

Information in Profiler is provided via the following:

 

1. Graphs

2. Summary Report

3. Snapshot Report

4. Details Report

 

The first step in using Profiler is to select the area you wish to profile. First select the level of interest, then the area, or areas, you wish to profile.

 

Having selected the area to profile, you now need to select the area to compare it against – simply choose from the drop-box of available options. You also need to specify the variance limit – the default of 5% is generally used and you can modify this from within Profiler.

 

Graphs

 

The Graphs section of Profiler contains 2 graph areas which allow you to get a quick overview of the area selected. By clicking on “Demographic” in each graph, you can change the data displayed - the last graphs displayed will be there when you come back to Profiler.

 

Double click on either graph to blow it up to full screen.

 

Each graph provides a breakdown of the variables within each data table. Graphs only display results for known data - hence there will sometimes be differences between total number of people/households/businesses in an area and the number graphed.

 

For example, for Age Bands the figures match up because all ages are known, but for Work Status the population graphed will usually be around half of the total population, because results are only shown for people who are actually employed.

 

You can print the graphs either 1 or 2 per page by selecting the Print option. To print one per page first double click on the graph to make it full screen – then select print. To print 2 per page, select Print when both graphs are displayed on screen.

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Summary

 

The summary report provides a series of bullet points drawing out things of common interest about the area selected. For example, it states the numbers of people and households present in the area, as well as the age breakdown, employment and marital status etc.

 

The summary is a single page report and can be printed.

 

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Snapshot

 

The snapshot report is an incredibly useful tool as it summarises the main ways in which the area differs to the comparison area. For example, if the area were being compared to Australia at a 5% level of variance then only those variables that had a 5% or more variance to Australia would be displayed.

 

Snapshot allows you to very easily get a good understanding of what makes an area different.

 

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Details

 

This section allows you to look in detail at any of the demographic tables. Simply click on the table of interest at the bottom of the screen and information for all variables within the table will be displayed.

 

Details shows the numbers and percentages of population totals for every variable – together with the percentage variation from the total for the comparison area selected. For example, in your area 25% of houses may be flats compared to 15% nationally – giving a variance of 10%.

 

Details can be printed (or sent to file) by table or for all tables – simply mark the tables to be printed or select the mark all tables option when Printing or Exporting.

 

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