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Power Segment Insights report overview
Power Segment Insights reports offer transparency into the composition of political audience data segments before you target them. Analyze political personalities’ immediate connections and broader social orbits to understand exactly who a segment can reach based on demographic, geographic, network, interest, turnout, and other insights.
Refer to Generate or manage a Power Segment Insights report to get started.
Power Segment Insights report eligibility requirements
All political advertisers with access to the Insights app are eligible to generate, download, and share Power Segment Insights.
Power Segment Insights report metrics
More on “what the data shows”: All sections of the report are followed by a “what the data shows” callout, which summarizes findings and trends. Review these callouts to better understand and apply the insights. |
Sphere insight and Orbit insight Power Segment Insights reports include a series of metrics and values related to who’s reachable by targeting a particular political Power Segment. These insights are downloadable in PDF format and allow you to home in on details of each political decision maker’s most relevant, targeted connections.
Profile
Metric or insight | Description |
Profile Overview | Learn the policymaker’s party affiliation, current position, and state location. |
Audience Reach Overview | Review the number of unique individuals, targetable devices, and state coverage; and data-quality details including a confidence score and last-updated date. |
Seed Network
Data-privacy notice: Note that political, professional, and personal seed-network details are presented as aggregated, segment-level metrics–such as demographic mix, state heat maps, and turnout history–rather than exposing individual-level personally identifiable information (PII). Certain connections are named when they’re derived from publicly available information, such as donors and staffers. |
Metric or insight | Description |
Seed Network Overview | Review a summary of the individual’s primary circle of influence. |
Political Seed Network | Learn the individual’s primary supporters, allies, donors, and advisors reachable through the Power Segment. |
Professional Seed Network | Learn the individual’s primary associates, staff, and counsel; and Chief of Staff; reachable through the Power Segment. |
Personal Seed Network | Learn the individual’s primary neighbors, mentors, friends, and family reachable through the Power Segment. |
Geography
Metric or insight | Description |
States by Sphere/Orbit Members | Reference a heat map reflecting the sphere’s state concentration. |
State Breakdown | Review how many of the sphere’s individuals are located in the sphere's top-10 states or other states. |
Location Concentration
Metric or insight | Description |
Detection by Location Type | Review a Venn diagram indicating, based on device signals, whether the sphere is most reachable at home or at work. |
Summary Metrics | Reference a percentage breakout of the sphere’s home-based and work-based location signals. |
Demographics
Metric or insight | Description |
Age Distribution | Learn the sphere’s age distribution and total number of individuals. |
Gender Split | Learn the sphere’s gender distribution. |
Summary Metrics | Review the sphere’s median age band and whether it leans more male or female. |
Political Composition
Metric or insight | Description |
Party Affiliation | Learn the sphere’s party-affiliation distribution based on registered voter records. |
Summary Metrics | Review the point gap between the sphere’s two largest parties. |
Income & Affluence
Metric or insight | Description |
Household Income Distribution | Learn about the income distribution of the sphere to understand the audience’s economic profile. |
Summary Metrics | Review additional income insights such as the sphere’s primary household-income bands and its median band. |
Home & Household
Metric or insight | Description |
Marital Status | Reference what percentage of the sphere is married or single. |
Home Ownership | Review whether the sphere is primarily homeowners or renters, and learn additional insights such as the sphere’s median home value and the percentage of households with children. |
Estimated Home Value | Learn the distribution of estimated home values across the sphere. |
Voter Engagement
Metric or insight | Description |
Election Turnout | Understand voter turnout across recent general elections and presidential primaries, drawn from public voter-file records. |
Voter Engagement Insights | Check additional insights such as the percentage of voters who participated in multiple general elections or primaries, and the percentage of voters who disengaged. |
Power Segment Insights report statuses
Unlike other insights report types, a Power Segment Insights report’s status is indicated by the actions you can take. Refer to the table below for more details.
Status | Visual | Description |
Ready to generate | A Generate button is shown and is clickable. | The insight hasn’t been requested yet. Click Generate to request it. |
Processing | A Generate button is shown but isn’t clickable. | The insight has already been requested and is being processed. No action is needed. |
Generated | A downward arrow and envelope icon are shown in place of a Generate button. | The insight has been generated and is ready to access and review. Use the downward arrow icon to download the insight or the envelope icon to send it. |
Key terms and concepts
Sphere insights and Orbit insights
Power Segment Insights reports relate to the “PowerSphere” and “PowerOrbit” data segments that are available for targeting when you create Segmented audiences from Power Segments. Power Segment Insights reports offer transparency into the composition of these political audience data segments before you target them.
Power Segments and Power Segment Insights reports both separate a political personality's inner circle ("Sphere") from their extended reach ("Orbit"). The core differences between these two connection types is their network depth and purpose.
Connection type | Definition | Network depth | Purpose |
Sphere | Inner-circle connections | Primary (1st-degree) reach | High-precision targeting of the most direct associates and supporters of the political personality |
Orbit | Extended-network connections | Broader (2nd/3rd-degree) reach | Scaling reach to secondary audiences who may influence or by influenced by the political personality |
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