Before we dive in to the next section let's quickly look at how to benchmark your insights.
You’ll notice that that there will be two bars in the graph. This shows your audience against a global baseline. This comparison allows you to understand what is unique to this segment/audience. So when you are viewing the insights for the analysed audience, the default baseline will be the ¨Global¨ audience. However when you are viewing the insights for one of the segments, the default baseline will be the original full audience analysed in the report.
In the top hand corner of the report there is a Compare option (which appears throughout this report) where you can select the baseline you would like to compare the audience to. This could be a country, to which you can also add gender; for example, you could compare your audience to the female UK population.
Every time you create an Insights report, the full audience analysed and the segments identified automatically become baselines you can choose from. You can find these on the left hand side of the baselines menu.