Companion table to Customer insights - FAQ.

Term

Definition

First-party data

Your customer data is what we call first-party data.

Median

The middle value of the given group used in the comparison.

Groups/Segments

Groups of people, in this context used for selecting whom you want to run the comparative analysis using.

Distribution

The distribution of a variable is a frequently-visual description of the relative numbers of times each possible outcome is observed or expected to occur.

Quintiles

An evenly-split proportion of an ordered/ranked group. The most common versions are:

  • Quartile: ¼ of a distribution

  • Quintile: ⅕ of a distribution

  • Decile: 1/10 of a distribution

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