Setting up your profile tile

Profile tiles help you identify what makes your target audience unique compared to your broader customer base.

Prerequisites

  • If you haven't created an analysis filter yet, then see Analysis filters.

  • Before you begin setting up your profile tile, it’s best to understand the profile type options available. For more detail see Understanding profile types.

Note: You can add up to 15 profile tiles on a single dashboard tab. All profile tiles on a tab share the same analysis filter but can have different characteristics.

Creating a profile tile

To create a profile tile:

  1. Open your dashboard and click Edit.

  2. Click + New Tile.

  3. Enter a descriptive Tile Name and click Create.

  4. Expand the Tile Type dropdown and select Profile.

  5. If you’ve not defined your analysis group, then click View Analysis Filters in the notification box to go to the Filters side panel to set up your Analysis Filter. See Analysis filters.

    Tip: You can go to the Filters side panel anytime from this screen by clicking View Analysis Filters at the bottom of the side panel.

  6. Choose your profile type from six options:

    • Summary profiles: Mean Index, Mean PWE, or Insight PWE

    • Detailed profiles: Index, Analysis v Base, or Market Potential

    Tip: Start with a summary profile using Mean Index to get an overview of which variables best distinguish your target audience.

    For more detail on profile types and to help you choose which is right for your needs, see Understanding profile types.

Once you’ve chosen your Profile Type, you can configure the rest of your tile settings by following the steps under:

Configuring summary profiles

Summary profiles show aggregated insights across multiple variables, helping you identify which characteristics are most significant overall.

To configure a summary profile:

  1. Expand the Profile Type dropdown and select your Summary Profile type.

  2. Expand Variables and click + Add Variable.

  3. Search for and select the variables you want.

    Note: You can only select selector variables.

  4. Expand Data Settings and choose how to view results:

    • Variables: Shows the mean value for each variable, highlighting the strongest indicators

    • Categories: Shows individual categories across all variables, useful for identifying characteristics that are over or under-represented

  5. Set your Sort Order.

  6. Optionally configure a Display Limit to show only top or bottom performers and how many of each.

    • All: Every variable or category

    • Most Over-Indexed: Results with the highest index values

    • Most Under-Indexed: Results with the lowest index values

    • Strongest: Results furthest from the baseline (100), regardless of direction

    Tip: When viewing categories with a display limit, you can quickly spot the most distinctive characteristics across multiple variables simultaneously.

  7. Toggle Confidence Shading to show statistical reliability. See Confidence shading.

    Note: If you toggle this on, you’ll see a Legend option under Tile Settings. You can choose where to position the legend on the tile.

    Note: Even with confidence shading off, the underlying statistical reliability doesn't change, you're simply choosing not to visualise it.

  8. Click Apply.

You've now set up your summary profile tile.

Configuring detailed profiles

Detailed profiles break down a single variable into its categories, providing in-depth analysis of one characteristic at a time.

To configure a detailed profile:

  1. Expand the Profile Type dropdown and select your Detailed Profile type.

    Note: If only Summary Profiles display, you may need to remove variables from your tile.

  2. Expand Variables and click + Add Variable.

  3. Select one variable.

    Note: Detailed profiles support only one selector variable.

  4. Apply a Category Limit to filter which type of categories display and how many.

    • All: Every category

    • Most Over-Indexed: Categories with the highest index values

    • Most Under-Indexed: Categories with the lowest index values

    • Strongest: Categories furthest from the baseline (100), regardless of direction

    Note: You can allow a user to adjust this limit in view mode.

  5. Expand Data Settings and set your Sort Order.

  6. Toggle Confidence Shading to show statistical reliability. See Confidence shading.

    Note: If you toggle this on, you’ll see a Legend option under Tile Settings. You can choose where to position the legend on the tile.

    Note: Even with confidence shading off, the underlying statistical reliability doesn't change, you're simply choosing not to visualise it.

  7. Click Apply.

You've now set up your detailed profile tile.

Adding tile filters

You can add tile-specific filters to further refine your base population for individual profile tiles.

See Tile filters on how to apply these.

The filter applies only to this profile tile's base population, allowing you to compare the same analysis group against different bases across multiple tiles.

Example: You might profile 'customers who booked Portugal' against 'all customers' on one tile, and against 'last year's customers' on another tile, revealing how this year's Portugal bookers differ from last year's broader customer base.

Tip: Add Notes to your tiles under Tile Settings to clearly describe what the tile shows to a dashboard viewer.

Confidence shading