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{"sheet":"Analytics","index":0,"n_rows":64,"n_cols":26,"rows_kept":64,"cut":false,"hidden":false,"merged":[[2,1,2,12],[2,13,2,19],[2,20,2,23]]}
["Future Highways Research Club"]
["Communications Methods Portfolio Analysis"]
["Contains Sample Data","Electronic / Online",null,null,null,null,null,null,null,null,null,null,null,"Traditional",null,null,null,null,null,null,"Highways"]
["Communications Methods","Website","Facebook","Facebook (Boost)","Twitter","YouTube","Instagram","WhatsApp & SIG Groups","Local / SIG Internet Radio","eMail","Other","Navigation App","Local App","Local Television","Local Radio","Local Newspaper","Parish Newsletters","SIG Newsletters","Posters, Flyers & Inserts","LA Newsletters","Roadside Notices","Roadside Surveys","Telephone Surveys","Web-based Surveys"]
["In Portfolio (Select for Authority)","Y","N",null,"Y","Y","N","N","N","Y","?","N","N","Y","Y","Y","Y","N","Y","Y","N",null,null,"?"]
["Mode "]
["Initiation Point "]
["Direction","↔","↔","↔","↔","↔","↔","↔","→","→ (↔)","?","↔","↔","→","→","→","→","→","→","→","→","↔","↔","←"]
["Immediacy","M","H","H","H","M","M","H","M","M","?","M","H","L","M","M","L","L","L","L","M","L","M","M","How quickly can messages be formulated and disseminated?"]
["Segments Penetration (Reach)",null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,"Who are the users of each method?"]
["Builders (1920-1945)","L","M","M","L","L","N","N","N","L","?","N","N","H","H","H","H","L","M","H","M","L","L","N"]
["Segment Size",16000,{"$f":"$B12","v":16000},{"$f":"$B12","v":16000},{"$f":"$B12","v":16000},16000,16000,16000,16000,16000,16000,16000,16000,16000,16000,16000,16000,16000,16000,16000,16000,16000,16000,16000]
["Method Efficacy (%)",{"$f":"GetEfficacy(B11,$Z$13,$Z$14,$Z$15)","v":0.01},2.5000000000000001E-2,2.5000000000000001E-2,0.01,0.01,0,0,0,0.01,0,0,0,0.06,0.06,0.06,0.06,0.01,2.5000000000000001E-2,0.06,2.5000000000000001E-2,0.01,0.01,0,"High:",0.06]
["Penetration",{"$f":"B12*B13","v":160},{"$f":"C12*C13","v":400},{"$f":"D12*D13","v":400},160,160,0,0,0,160,0,0,0,960,960,960,960,160,400,960,400,160,160,0,"Medium:",2.5000000000000001E-2]
["Average Cost Per Use (£)",100,200,220,200,3500,200,300,2100,500,0,7500,250,1250,1250,500,500,500,3500,9000,600,11000,3500,2500,"Low:",0.01]
["Cost Per Hit (£)",{"$f":"SafeDivide(B15,B14)","v":0.625},{"$f":"SafeDivide(C15,C14)","v":0.5},{"$f":"SafeDivide(D15,D14)","v":0.55000000000000004},1.25,21.875,0,0,0,3.125,0,0,0,1.3020833333333333,1.3020833333333333,0.52083333333333337,0.52083333333333337,3.125,8.75,9.375,1.5,68.75,21.875,0]
["Baby Boomers (1945–1964)","M","M","H","L","L","N","L","N","M","?","M","L","H","H","H","H","M","M","H","M","M","M","M"]
["Segment Size",0,{"$f":"$B18","v":0},{"$f":"$B18","v":0},{"$f":"$B18","v":0},0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0]
["Method Efficacy (%)",{"$f":"GetEfficacy(B17,$Z$13,$Z$14,$Z$15)","v":2.5000000000000001E-2},2.5000000000000001E-2,0.06,0.01,0.01,0,0.01,0,2.5000000000000001E-2,0,2.5000000000000001E-2,0.01,0.06,0.06,0.06,0.06,2.5000000000000001E-2,2.5000000000000001E-2,0.06,2.5000000000000001E-2,2.5000000000000001E-2,2.5000000000000001E-2,2.5000000000000001E-2,"High:",0.06]
["Penetration",{"$f":"B18*B19","v":0},{"$f":"C18*C19","v":0},0,{"$f":"E18*E19","v":0},{"$f":"F18*F19","v":0},{"$f":"G18*G19","v":0},{"$f":"H18*H19","v":0},{"$f":"I18*I19","v":0},{"$f":"J18*J19","v":0},{"$f":"K18*K19","v":0},{"$f":"L18*L19","v":0},{"$f":"M18*M19","v":0},{"$f":"N18*N19","v":0},{"$f":"O18*O19","v":0},{"$f":"P18*P19","v":0},{"$f":"Q18*Q19","v":0},{"$f":"R18*R19","v":0},{"$f":"S18*S19","v":0},{"$f":"T18*T19","v":0},{"$f":"U18*U19","v":0},{"$f":"V18*V19","v":0},{"$f":"W18*W19","v":0},{"$f":"X18*X19","v":0},"Medium:",2.5000000000000001E-2]
["Cost Per Use (£)",{"$f":"B$15","v":100},{"$f":"C$15","v":200},220,200,3500,200,300,2100,500,0,7500,250,1250,1250,500,500,500,3500,9000,600,11000,3500,2500,"Low:",0.01]
["Cost Per Hit (£)",{"$f":"SafeDivide(B21,B20)","v":0},{"$f":"SafeDivide(C21,C20)","v":0},0,{"$f":"SafeDivide(E21,E20)","v":0},{"$f":"SafeDivide(F21,F20)","v":0},{"$f":"SafeDivide(G21,G20)","v":0},{"$f":"SafeDivide(H21,H20)","v":0},{"$f":"SafeDivide(I21,I20)","v":0},{"$f":"SafeDivide(J21,J20)","v":0},{"$f":"SafeDivide(K21,K20)","v":0},{"$f":"SafeDivide(L21,L20)","v":0},{"$f":"SafeDivide(M21,M20)","v":0},{"$f":"SafeDivide(N21,N20)","v":0},{"$f":"SafeDivide(O21,O20)","v":0},{"$f":"SafeDivide(P21,P20)","v":0},{"$f":"SafeDivide(Q21,Q20)","v":0},{"$f":"SafeDivide(R21,R20)","v":0},{"$f":"SafeDivide(S21,S20)","v":0},{"$f":"SafeDivide(T21,T20)","v":0},{"$f":"SafeDivide(U21,U20)","v":0},{"$f":"SafeDivide(V21,V20)","v":0},{"$f":"SafeDivide(W21,W20)","v":0},{"$f":"SafeDivide(X21,X20)","v":0}]
["Generation X (1965-1976) ","M","H","H","M","M","L","M","L","H","?","M","M","H","M","M","M","M","M","M","H","H","H","M"]
["Segment Size",0,{"$f":"$B24","v":0},{"$f":"$B24","v":0},{"$f":"$B24","v":0},0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0]
["Method Efficacy (%)",{"$f":"GetEfficacy(B23,$Z$13,$Z$14,$Z$15)","v":2.5000000000000001E-2},0.06,0.06,2.5000000000000001E-2,2.5000000000000001E-2,0.01,2.5000000000000001E-2,0.01,0.06,0,2.5000000000000001E-2,2.5000000000000001E-2,0.06,2.5000000000000001E-2,2.5000000000000001E-2,2.5000000000000001E-2,2.5000000000000001E-2,2.5000000000000001E-2,2.5000000000000001E-2,0.06,0.06,0.06,2.5000000000000001E-2,"High:",0.06]
["Penetration",{"$f":"B24*B25","v":0},{"$f":"C24*C25","v":0},0,{"$f":"E24*E25","v":0},{"$f":"F24*F25","v":0},{"$f":"G24*G25","v":0},{"$f":"H24*H25","v":0},{"$f":"I24*I25","v":0},{"$f":"J24*J25","v":0},{"$f":"K24*K25","v":0},{"$f":"L24*L25","v":0},{"$f":"M24*M25","v":0},{"$f":"N24*N25","v":0},{"$f":"O24*O25","v":0},{"$f":"P24*P25","v":0},{"$f":"Q24*Q25","v":0},{"$f":"R24*R25","v":0},{"$f":"S24*S25","v":0},{"$f":"T24*T25","v":0},{"$f":"U24*U25","v":0},{"$f":"V24*V25","v":0},{"$f":"W24*W25","v":0},{"$f":"X24*X25","v":0},"Medium:",2.5000000000000001E-2]
["Cost Per Use / Per Day (£)",{"$f":"B$15","v":100},{"$f":"C$15","v":200},220,200,3500,200,300,2100,500,0,7500,250,1250,1250,500,500,500,3500,9000,600,11000,3500,2500,"Low:",0.01]
["Cost Per Hit (£)",{"$f":"SafeDivide(B27,B26)","v":0},{"$f":"SafeDivide(C27,C26)","v":0},0,{"$f":"SafeDivide(E27,E26)","v":0},{"$f":"SafeDivide(F27,F26)","v":0},{"$f":"SafeDivide(G27,G26)","v":0},{"$f":"SafeDivide(H27,H26)","v":0},{"$f":"SafeDivide(I27,I26)","v":0},{"$f":"SafeDivide(J27,J26)","v":0},{"$f":"SafeDivide(K27,K26)","v":0},{"$f":"SafeDivide(L27,L26)","v":0},{"$f":"SafeDivide(M27,M26)","v":0},{"$f":"SafeDivide(N27,N26)","v":0},{"$f":"SafeDivide(O27,O26)","v":0},{"$f":"SafeDivide(P27,P26)","v":0},{"$f":"SafeDivide(Q27,Q26)","v":0},{"$f":"SafeDivide(R27,R26)","v":0},{"$f":"SafeDivide(S27,S26)","v":0},{"$f":"SafeDivide(T27,T26)","v":0},{"$f":"SafeDivide(U27,U26)","v":0},{"$f":"SafeDivide(V27,V26)","v":0},{"$f":"SafeDivide(W27,W26)","v":0},{"$f":"SafeDivide(X27,X26)","v":0}]
["Generation Y (1977–1994)","M","H","H","M","M","M","M","L","M","?","H","M","M","L","L","L","M","M","L","M","M","L","L"]
["Segment Size",0,{"$f":"$B30","v":0},{"$f":"$B30","v":0},{"$f":"$B30","v":0},0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0]
["Method Efficacy (%)",{"$f":"GetEfficacy(B29,$Z$13,$Z$14,$Z$15)","v":2.5000000000000001E-2},0.06,0.06,2.5000000000000001E-2,2.5000000000000001E-2,2.5000000000000001E-2,2.5000000000000001E-2,0.01,2.5000000000000001E-2,0,0.06,2.5000000000000001E-2,2.5000000000000001E-2,0.01,0.01,0.01,2.5000000000000001E-2,2.5000000000000001E-2,0.01,2.5000000000000001E-2,2.5000000000000001E-2,0.01,0.01,"High:",0.06]
["Penetration",{"$f":"B30*B31","v":0},{"$f":"C30*C31","v":0},0,{"$f":"E30*E31","v":0},{"$f":"F30*F31","v":0},{"$f":"G30*G31","v":0},{"$f":"H30*H31","v":0},{"$f":"I30*I31","v":0},{"$f":"J30*J31","v":0},{"$f":"K30*K31","v":0},{"$f":"L30*L31","v":0},{"$f":"M30*M31","v":0},{"$f":"N30*N31","v":0},{"$f":"O30*O31","v":0},{"$f":"P30*P31","v":0},{"$f":"Q30*Q31","v":0},{"$f":"R30*R31","v":0},{"$f":"S30*S31","v":0},{"$f":"T30*T31","v":0},{"$f":"U30*U31","v":0},{"$f":"V30*V31","v":0},{"$f":"W30*W31","v":0},{"$f":"X30*X31","v":0},"Medium:",2.5000000000000001E-2]
["Cost Per Use / Per Day (£)",{"$f":"B$15","v":100},{"$f":"C$15","v":200},220,200,3500,200,300,2100,500,0,7500,250,1250,1250,500,500,500,3500,9000,600,11000,3500,2500,"Low:",0.01]
["Cost Per Hit (£)",{"$f":"SafeDivide(B33,B32)","v":0},{"$f":"SafeDivide(C33,C32)","v":0},0,{"$f":"SafeDivide(E33,E32)","v":0},{"$f":"SafeDivide(F33,F32)","v":0},{"$f":"SafeDivide(G33,G32)","v":0},{"$f":"SafeDivide(H33,H32)","v":0},{"$f":"SafeDivide(I33,I32)","v":0},{"$f":"SafeDivide(J33,J32)","v":0},{"$f":"SafeDivide(K33,K32)","v":0},{"$f":"SafeDivide(L33,L32)","v":0},{"$f":"SafeDivide(M33,M32)","v":0},{"$f":"SafeDivide(N33,N32)","v":0},{"$f":"SafeDivide(O33,O32)","v":0},{"$f":"SafeDivide(P33,P32)","v":0},{"$f":"SafeDivide(Q33,Q32)","v":0},{"$f":"SafeDivide(R33,R32)","v":0},{"$f":"SafeDivide(S33,S32)","v":0},{"$f":"SafeDivide(T33,T32)","v":0},{"$f":"SafeDivide(U33,U32)","v":0},{"$f":"SafeDivide(V33,V32)","v":0},{"$f":"SafeDivide(W33,W32)","v":0},{"$f":"SafeDivide(X33,X32)","v":0}]
["Generation Z (1995-2015)","L","L","M","M","M","M","H","L","L","?","M","N","L","N","N","N","M","L","N","M","L","L","L"]
["Segment Size",0,{"$f":"$B36","v":0},{"$f":"$B36","v":0},{"$f":"$B36","v":0},0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0]
["Method Efficacy (%)",{"$f":"GetEfficacy(B35,$Z$13,$Z$14,$Z$15)","v":0.01},0.01,2.5000000000000001E-2,2.5000000000000001E-2,2.5000000000000001E-2,2.5000000000000001E-2,0.06,0.01,0.01,0,2.5000000000000001E-2,0,0.01,0,0,0,2.5000000000000001E-2,0.01,0,2.5000000000000001E-2,0.01,0.01,0.01,"High:",0.06]
["Penetration",{"$f":"B36*B37","v":0},{"$f":"C36*C37","v":0},0,{"$f":"E36*E37","v":0},{"$f":"F36*F37","v":0},{"$f":"G36*G37","v":0},{"$f":"H36*H37","v":0},{"$f":"I36*I37","v":0},{"$f":"J36*J37","v":0},{"$f":"K36*K37","v":0},{"$f":"L36*L37","v":0},{"$f":"M36*M37","v":0},{"$f":"N36*N37","v":0},{"$f":"O36*O37","v":0},{"$f":"P36*P37","v":0},{"$f":"Q36*Q37","v":0},{"$f":"R36*R37","v":0},{"$f":"S36*S37","v":0},{"$f":"T36*T37","v":0},{"$f":"U36*U37","v":0},{"$f":"V36*V37","v":0},{"$f":"W36*W37","v":0},{"$f":"X36*X37","v":0},"Medium:",2.5000000000000001E-2]
["Cost Per Use / Per Day (£)",{"$f":"B$15","v":100},{"$f":"C$15","v":200},220,200,3500,200,300,2100,500,0,7500,250,1250,1250,500,500,500,3500,9000,600,11000,3500,2500,"Low:",0.01]
["Cost Per Hit (£)",{"$f":"SafeDivide(B39,B38)","v":0},{"$f":"SafeDivide(C39,C38)","v":0},0,{"$f":"SafeDivide(E39,E38)","v":0},{"$f":"SafeDivide(F39,F38)","v":0},{"$f":"SafeDivide(G39,G38)","v":0},{"$f":"SafeDivide(H39,H38)","v":0},{"$f":"SafeDivide(I39,I38)","v":0},{"$f":"SafeDivide(J39,J38)","v":0},{"$f":"SafeDivide(K39,K38)","v":0},{"$f":"SafeDivide(L39,L38)","v":0},{"$f":"SafeDivide(M39,M38)","v":0},{"$f":"SafeDivide(N39,N38)","v":0},{"$f":"SafeDivide(O39,O38)","v":0},{"$f":"SafeDivide(P39,P38)","v":0},{"$f":"SafeDivide(Q39,Q38)","v":0},{"$f":"SafeDivide(R39,R38)","v":0},{"$f":"SafeDivide(S39,S38)","v":0},{"$f":"SafeDivide(T39,T38)","v":0},{"$f":"SafeDivide(U39,U38)","v":0},{"$f":"SafeDivide(V39,V38)","v":0},{"$f":"SafeDivide(W39,W38)","v":0},{"$f":"SafeDivide(X39,X38)","v":0}]
["Totals"]
["Total Penetration",{"$f":"B38+B32+B20+B14","v":160},{"$f":"C38+C32+C20+C14","v":400},{"$f":"D38+D32+D20+D14","v":400},160,160,0,0,0,160,0,0,0,960,960,960,960,160,400,960,400,160,160,0]
["Average Cost Per Hit (£)",{"$f":"(B40+B34+B28+B22+B16)/5","v":0.125},{"$f":"(C40+C34+C28+C22+C16)/5","v":0.1},{"$f":"(D40+D34+D28+D22+D16)/5","v":0.11000000000000001},0.25,4.375,0,0,0,0.625,0,0,0,0.26041666666666663,0.26041666666666663,0.10416666666666667,0.10416666666666667,0.625,1.75,1.875,0.3,13.75,4.375,0]
["Control","H","M","M","L","H","M","M","M","H","?","M","H","M","M","L","L","L","H","H","H","H","H","H","How much control / influence can be exerted?"]
["Capability / Readiness","H","M","M","L","H","M","M","M","H","?","M","H","M","M","L","L","L","H","H","H","H","H","H","Is there a developed capability / proof for this method?"]
["Method Attractiveness Total",{"$f":"((COUNTIF(B9:B45,\"H\")*3)+(COUNTIF(B9:B45,\"M\")*2))+(COUNTIF(B9:B45,\"L\")*1)","v":16},18,{"$f":"((COUNTIF(D9:D45,\"H\")*3)+(COUNTIF(D9:D45,\"M\")*2))+(COUNTIF(D9:D45,\"L\")*1)","v":20},13,16,11,15,9,17,0,15,14,17,15,13,12,12,16,16,19,16,16,14]
["Method Attractiveness (Normalised)",{"$f":"ConvertNumberToRange(B46,0,24,0,100)","v":66.666666666666671},{"$f":"ConvertNumberToRange(C46,0,24,0,100)","v":75},{"$f":"ConvertNumberToRange(D46,0,24,0,100)","v":83.333333333333329},54.166666666666664,66.666666666666671,45.833333333333336,62.5,37.5,70.833333333333329,0,62.5,58.333333333333336,70.833333333333329,62.5,54.166666666666664,50,50,66.666666666666671,66.666666666666671,79.166666666666671,66.666666666666671,66.666666666666671,58.333333333333336,"Total"]
["Constraints",null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,"Analysis of the costs, barriers and overheads."]
["Regulatory Barriers","M","M","M","M","L","L","M","L","L","?","M","N","L","L","M","L","L","L","L","M","L","L","L","Are there legal barrier and / or constraints?"]
["Service Overhead","M","M","M","H","L","M","H","L","H","?","M","H","M","L","L","L","L","M","M","M","M","M","M","What are the resource demands?"]
["Cost","L","L","L","M","M","M","M","L","L","?","L","H","L","L","M","L","L","H","H","M","H","H","L","What are the operational costs?"]
["Method Constraints",{"$f":"(((COUNTIF(B49:B51,\"H\")*3)+(COUNTIF(B49:B51,\"M\")*2))+(COUNTIF(B49:B51,\"L\")*1))","v":5},{"$f":"(((COUNTIF(C49:C51,\"H\")*3)+(COUNTIF(C49:C51,\"M\")*2))+(COUNTIF(C49:C51,\"L\")*1))","v":5},{"$f":"(((COUNTIF(D49:D51,\"H\")*3)+(COUNTIF(D49:D51,\"M\")*2))+(COUNTIF(D49:D51,\"L\")*1))","v":5},7,4,5,7,3,5,0,5,6,4,3,5,3,3,6,6,6,6,6,4]
["Method Constraints (Normalised)",{"$f":"ConvertNumberToRange(B52,0,9,0,100)","v":55.555555555555557},{"$f":"ConvertNumberToRange(C52,0,9,0,100)","v":55.555555555555557},{"$f":"ConvertNumberToRange(D52,0,9,0,100)","v":55.555555555555557},77.777777777777771,44.444444444444443,55.555555555555557,77.777777777777771,33.333333333333336,55.555555555555557,0,55.555555555555557,66.666666666666671,44.444444444444443,33.333333333333336,55.555555555555557,33.333333333333336,33.333333333333336,66.666666666666671,66.666666666666671,66.666666666666671,66.666666666666671,66.666666666666671,44.444444444444443,"Total"]
["Method Utility"]
["Awareness & Intelligence Gathering","M","M","M","L","L","L","L","N","L","?","H","H","N","N","N","N","N","N","N","N","H","M","M","Can the method be used for intelligence gathering?"]
["Brand, Values & Priorities Marketing","M","M","M","L","M","L","L","L","L","?","L","L","M","M","H","L","M","H","H","M","L","M","L","Are there legal barrier and / or constraints?"]
["Policy & Strategy Dissemination","M","M","M","M","M","L","L","L","M","?","N","L","H","M","H","H","M","H","H","L","N","N","L","Can the method be used for policy dissemination?"]
["Notifications & Announcements","L","L","L","M","N","L","M","M","L","?","H","L","L","M","L","M","M","L","L","H","L","L","N","Can the method be used for announcements?"]
["Method Utility",{"$f":"(COUNTIF(B55:B58,\"H\")*3)+(COUNTIF(B55:B58,\"M\")*2)+(COUNTIF(B55:B58,\"L\")*1)","v":7},{"$f":"(COUNTIF(C55:C58,\"H\")*3)+(COUNTIF(C55:C58,\"M\")*2)+(COUNTIF(C55:C58,\"L\")*1)","v":7},{"$f":"(COUNTIF(D55:D58,\"H\")*3)+(COUNTIF(D55:D58,\"M\")*2)+(COUNTIF(D55:D58,\"L\")*1)","v":7},6,5,4,5,4,5,0,7,6,6,6,7,6,6,7,7,6,5,5,4]
["Method Utility (Normalised)",{"$f":"ConvertNumberToRange(B59,0,9,0,100)","v":77.777777777777771},77.777777777777771,{"$f":"ConvertNumberToRange(D59,0,9,0,100)","v":77.777777777777771},66.666666666666671,55.555555555555557,44.444444444444443,55.555555555555557,44.444444444444443,55.555555555555557,0,77.777777777777771,66.666666666666671,66.666666666666671,66.666666666666671,77.777777777777771,66.666666666666671,66.666666666666671,77.777777777777771,77.777777777777771,66.666666666666671,55.555555555555557,55.555555555555557,44.444444444444443,"Total"]
[]
["SIG: Special Interest Group",null,"↔: Tx & Rx","↔: Tx & Rx",null,null,null,"H: High (Good in Attractiveness / Utility - Poor in Constraints)"]
["LA: Local Authority",null,"→: Tx","→: Tx",null,null,null,"M: Medium "]
[null,null,"←: Rx","←: Rx",null,null,null,"L: Low (Poor in Attractiveness / Utility - Good in Constraints)"]