Exporting: Data Rate Question

I am curious about the Data Rate section of the Video Compression Settings Window when exporting. There is an option to set it to “Restrict to:” and then a space to enter how many kbits/sec. I am wondering what number to put in there…I know it depends on the animation stats itself, but I’m just looking for a starting number to enter in there, so that I can run tests. I just have no idea where to begin. Can anyone offer a suggestion, or an explanation of what that does durng the video compression?

Well, every delivery method… DVD, Blu-Ray, Web, iPhone…etc.
has unique requirements regarding data-rate, format, codec…etc.

Applying the correct export settings, is rather a highly sophisticated “artform”,
than an exact science…

If you like, here are the compression guidelines for Vimeo: