This metric provides an indication of the importance of a destination to a particular demographic, at a particular day/time. Score combines population percentage and dwell time to give an accurate indicator of the overall performance, per demographic category, of a location at a given day part and week part.
The score metric is available for the following demographic category types:
- Age and Gender
- Household Income
- Occupation
The score is provided as a single value that is a combination of individual z-scores for population and dwell time metrics. (A z-score is the statistical distance that a population percentage or dwell time is from the mean of those individual metrics.) A high score value indicates that either the population percentage, dwell time, or both values are significantly above the mean and thus the location may be of greater importance.