Quantcast Marketer – demographics, psychographics and better targeting

Quantcast focuses on quantifying  real-time characteristics of digital media consumers to better target customers.  Quantcast is based on inference modeling, combining directly-measured traffic data from Quantified Publishers with sample-based audience reference points (over 160 billion events monthly).

In short, Quantcast uses data from tagged publishers to determine who an internet user is likely to be.

Quantcast Marketer demographic and affinity breakdowns provide insights to drive offer and media plan optimization.

3 Categories of Events You Can Tag

  • website conversion stages
  • paid search clicks
  • display ads impressions and clicks

Data Obtained

  • Gender
  • Age
  • Ethnicity
  • Education Level
  • Children in Household
  • Geolocation
  • Site Affinity

Using Quantcast Marketer, you have complete control over which media/events are tagged and measured, how they are aggregated, and most importantly who has access to the data.   By default Quantcast Marketer reports are only available to the Marketer client, with no public access.

And the best news, Quantcast Marketer is free to use (for now and the foreseeable future)!!

Here’s a example –

Quantcast Marketer Example of Demo and Psychographic Data

Quantcast Marketer Example of Demo and Psychographic Data

You can see the % of Demo and the data indexed to internet population.  This helps find skews in the data.

In this chart, you can see display impressions, clicks and conversions.

For paid search, Quantcast enables advertisers to quantify audience relevance through demographic reports specific to search engine and ad group.

Say for example you sell tickets to various events on your website.  You are interested in distinguishing between audiences for different events to better target other potential buyers.  To get this info, you would place a Quantcast Marketer pixel on your order confirmation page and pass in a variable for each event.  Once Quantcast has gathered enough sample (typically >500 per cell), you will get demo- and psychographic information about your users.

I worked with Quantcast for several clients and we gained some amazing real-time insights during the camapigns.   Below I am quoted in a case study created in partnership with Quantcast.

“Quantcast delivers branding metrics to a medium that was previously focused on direct response with little insight into ‘who’ is actually clicking on the ad. We had a hunch that our client’s audience online was different from the audience offline. The insight available from Quantcast provided us with the ammunition we needed to change the way the client perceived their target audience online.”

Sheethal Shobowale, Insights Manager, Media Contacts

Read the full case study on the Quantcast website or download the PDF here.

For a detailed description of the Quantcast Methodology, click here.  Quantcast Corporation is a team of engineers and mathematicians.  The company’s scientific advisors include Dr. Trevor Hastie, Chairman and Professor, Department of Statistics at Stanford University, and Dr. Jerome Friedman, Professor of Statistics at Stanford University.

Feel free to ask me about using Quantcast to learn more about your organization’s web traffic.  Great stuff.

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3 responses to this post.

  1. Posted by Lala on October 7, 2009 at 6:00 am

    Hi! I’ve found another site valuation tool and it seems to provide competitive analysis for free. I’m talking about http://www.estimix.com .The estimation provided by estimix is the result of a complex analysis based on factors like: the age of the website, the demographic structure of the traffic, the countries where the website is popular and sources of the traffic.

    Reply

  2. Hi Lala,

    Thanks for your comment. I checked out Estimix and it looks like it would be used for evaluating value of a website (potentially for acquisition?) I’d be curious to see how this can be used for competitive analysis (for example: one brand comparing itself to another).

    Thanks for reading!

    Reply

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