Core concepts

A handful of concepts appear everywhere in Maddict. Understand these and the rest of the product falls into place. For one-line definitions, see the Glossary.

Tenant (agency)

A tenant is a single agency’s isolated workspace. Everything you create — audiences, saved work, team members — belongs to your tenant and is invisible to every other tenant. Isolation is enforced in the database, not just the UI. See Tenant data isolation.

Market

A market is a geographic dataset (for example a country or region) that the catalogue is organised under. Which markets you can access is determined by your agency’s tier and entitlements.

Segment group and segment

• A segment is a single attribute of people or places — e.g. “affluent households” or “frequent coffee buyers”.
• A segment group bundles related segments together in the catalogue so they are easy to find.

You assemble audiences out of segments. Browse them in the segment catalogue.

Audience

An audience is the thing you build: a set of segments combined with boolean logic. The rule is simple and consistent across the product:

• Segments inside one group are joined with OR — any of them can match.
• Separate groups are joined with AND — all groups must match.

This is covered in depth in Audience logic.

Statistics: reach % and index

When you request statistics for a segment or audience, Maddict returns two headline numbers:

Metric	What it answers	Reading it
Reach %	How large is this audience relative to the base population?	Higher = more people.
Index	How over- or under-represented is the trait versus the baseline?	100 = average; 120 = 20% more likely than average.

Both are explained with examples in Statistics & outcomes.

Outcome areas

An outcome area is one of four lenses Maddict uses to describe where an audience is concentrated:

• Home — where they live
• Work — where they work
• Dining — where they eat
• Malls / retail — where they shop

Each lens produces geo points that are plotted on the map.

Tier and entitlements

Your agency is on a tier (plan). The tier resolves to entitlements: the markets, segment groups, features, and quotas you can use. Entitlements are enforced server-side — if your plan doesn’t include something, it isn’t merely hidden, the server refuses the request. See Tiers & entitlements.

Roles

Who you are determines what you can do:

• Dashboard user (analyst) — builds and manages audiences.
• Agency admin — also manages the team and watches plan usage.
• Platform admin (Maddict staff) — provisions and oversees agencies from the back-office.

Details in Roles & permissions.

How it fits together

Tier ─▶ Entitlements ─▶ which Markets / Segment groups you see
                              │
                              ▼
        Segments ──┐   (OR within a group)
        Segments ──┴─▶ Group ─┐
                               ├─▶ Audience ─▶ Statistics (reach %, index)
        Segments ──▶ Group ───┘                     │
                    (AND across groups)             ▼
                                              Outcome areas ─▶ Geo points on the map
                                                    │
                                                    ▼
                                       Save ─▶ Compare ─▶ Export