By default, trend analysis results are displayed for a week's time period, including
today's date and 6 days prior to today's date. Weekly trends show how the last week is different from the couple of weeks that precede it.
You can change the trend analysis time period by selecting one of the following
values in the Time Period field for a specific date: - Day - Week - Month - 3 months - 6 months - 9 months - 12 months
For example, when you select October 12th in the Date field and Month in the Time Period field, the resulting trend results are relevant for a month before and including October 12th.
The Time Period field is displayed by clicking the Settings icon ( ) in the top right corner of the Trend Analysis areas.
Change The Change column shows the absolute and relative changes in the
term's trend in the following format: absolute change (relative change %). The methods used to determine the absolute change and the relative change are different in short-term and long-term analysis, therefore the values in the Change column depend on the selected time frame. For a detailed explanation of the Change column, see “Trend Analysis: Closer Look” on page 33.
The absolute change determines the selection of terms and the sorting order of the list, whereby terms with the highest absolute change appear at the top of the list. The direction of the change does not affect the sorting order. For example, a term with the absolute change of -40% will be placed above a term with the absolute change of +30%.
Correlated Terms Displays the two top correlated terms, over the selected time frame.
Click a term to add its trend to the Plot. For more information, see
““Defining Category States” on page 199Adding Customer Behavior Indicators™ to the Plot” on page 26.
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For more details, refer to “Changing the Time Frame of Trend Analysis” on page 36.
Customer Behavior Indicator trends are updated once a day. This update occurs as
part of the index build.
The Customer Behavior Indicators list includes the top 50 trends arranged in pages.
Use the pagination buttons in the lower right corner of the area to move from page to page.
The Change column shows two values:
-
Absolute change-
Relative changeThe format of the Change column is absolute change (relative change %), for example, +2.22 (31.7%) or -1.06 (-6%).
The list is sorted by the absolute change. The direction of the change does not affect
the sorting order. For example, a trend with the absolute change of -40% will placed above a trend with the absolute change of +30%.
Each column has a short and a full name. Short column names are displayed as
column heading in the trend analysis area. You can view the full name of a column in a tooltip when hovering the mouse of the column's heading.
Click the question mark to view a detailed explanation of this area.
Trend Analysis: Closer Look
Trend analysis provides a summarized view of trends over the selected time frame. By default, trend analysis results are calculated based on the current date and a week before the current date. Results are updated every day, so for example, trend results using these default settings on tomorrow's date may be different than today's trend results based on the same default settings.
Alternatively, you can also view trend results based on a specific date in history and within a different time period (Week, Day, Month, etc.). This allows you to view trend results for that specific time in the past, without having it be affected by daily trend updates.
So, for example, you can view trend results based on today’s date and a week beforehand, and trend results based on September 3rd and a month beforehand. With regard to the time frame duration, two types of trend analysis can be distinguished: short-term and long-term.
Short-term analysis is performed for daily (last day) and weekly (from a selected
date) time frames. The analysis shows the deviation of the trend's current average from its previous average. For example, the weekly Customer Behavior Indicators™ analysis shows how the average frequency of the term in the last seven days is different from its average frequency in the previously configured time period. You can configure the time period in Trends Analysis > Settings > Time Period. For more details, refer to “Changing the Time Frame of Trend Analysis” on page 36.
Long-term analysis is performed over time frames from a month up to a year from
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baseline, while the baseline is the average value of the trend across the entire period.
Both short-term and long-term trend results are relevant for the selected Time Period before and including the selected date.
For each trend, three numeric parameters - average value, absolute change, and relative change – are calculated for any selected time frame. These values reflect a trend's development during that time frame and highlight any changes that may have occurred.
A trend's average value is shown in the Average column, and the absolute and relative changes are shown in the Change column. To understand trend analysis results, let's take a close look at the Average and Change columns and see how these values are derived.
This topic outlines the information required for understanding the summarized view of trends over a selected time frame, by covering the following topics: