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MoE

We regularly update and add features to the Latana dashboard, and we collect all learning materials in this organized database.

MoE

How MOEs are calculated in Latana

When you’re calculating MOEs for traditional survey data, you typically use a formula based on sample size, standard deviation, and confidence level.

At Latana, our approach to MOEs is based on how we use our MRP model to generate estimates. With MRP (Multi-level regression and poststratification) we are using data from the entire population to improve the quality of data, especially for hard-to-reach groups. The MRP model generates 100 estimates of each KPI for each slice of the population, and then we use the mean of those estimates as the value for the KPI.

For example, the MRP model generates 100 estimates of Aided Brand Awareness for high-income, high-education, urban, millennial females. The mean of those estimates is 45%, and that’s what we show as the value for Aided Brand Awareness for that segment. The lowest value of the 100 estimates is 42% and the highest value is 48%, which means it has an MOE of ±3%.