Statistics & outcomes
When you request statistics for a segment or audience, Maddict returns two headline numbers and a set of outcome areas. This page explains how to read them.
Reach %
Section titled “Reach %”Reach % tells you how large your audience is relative to the base population.
- A higher reach % means more people match your audience.
- As you tighten the logic (more AND groups), reach falls; as you broaden it (more OR segments), reach rises.
Reach is your sanity check while building: if it collapses toward zero, you’ve likely stacked requirements that rarely co-occur.
Index tells you how distinctive a trait is, compared with the baseline.
- 100 = average. The audience matches the trait at the same rate as everyone.
- Above 100 = over-represented. An index of 140 means the audience is 40% more likely than average to have the trait.
- Below 100 = under-represented.
Index is about concentration, not size. A small audience can have a very high index (a sharply defined niche), and a large audience can sit near 100.
Reading reach % and index together
Section titled “Reading reach % and index together”| Reach % | Index | Interpretation |
|---|---|---|
| High | ~100 | Big but generic — close to the overall population. |
| Low | High | A small, sharply defined niche — distinctive but few people. |
| High | High | A large and distinctive audience — often the sweet spot. |
| Low | ~100 | Small and undifferentiated — usually worth rethinking. |
Outcome areas
Section titled “Outcome areas”Beyond the headline numbers, Maddict shows where your audience is concentrated through four lenses:
| Outcome area | Answers |
|---|---|
| Home | Where does this audience live? |
| Work | Where does it work? |
| Dining | Where does it eat? |
| Malls / retail | Where does it shop? |
Each outcome area produces geo points plotted on the map, so you can see the footprint, not just the figures.
Single segment vs. full audience
Section titled “Single segment vs. full audience”- Single segment — request stats on one segment to gauge it in isolation before adding it. Handy while browsing the catalogue.
- Full audience — request stats on the whole composition to see the combined result of your AND / OR logic.
Acting on the numbers
Section titled “Acting on the numbers”- Reach too low? Add OR alternatives within a group, or drop an AND group.
- Index too low? Your audience isn’t distinctive — add segments that sharpen the definition.
- Looks right? Save it, compare it against alternatives, then export.