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Site Owners and Developers Gain Deep Insight Into Visitor Demographics with Quantcast

Published By: HostingAdvice.com
Credit: Ghostwriter
Type: Feature
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Quantcast: How Deep Insights Into Visitor Demographics Help Drive Decisions for Website Owners and App Developers

TL;DR

Website an­a­lyt­ics on­ly tell you what browsers do on your web­site. They don’t tell you about the peo­ple who vis­it your web­site. Analytics tell you what de­vice they use and from what coun­try. Quantcast Measure and Audience Grid can tell you who your vis­i­tors are, what they buy, what tele­vi­sion shows they watch, and what they do on­line out­side of your web­site. Smart busi­ness own­ers can turn that who-they-are and what-they-do da­ta in­to what-they-want and what-will-sell-them. That’s ex­act­ly what BuzzFeed did to be­come one the U.S.’s top 10 websites.

In the Western world it’s near­ly im­pos­si­ble for the av­er­age Internet user to have nev­er vis­it­ed, or at least heard of, BuzzFeed​.com. A hand­ful of years ago that wasn’t the case. BuzzFeed was just an­oth­er ob­scure pub­lish­er of read-quick, forget-quicker celebri­ty posts, quirky quizzes, and #fail-tag pho­tos. Now, thanks in large part to its use of Quantcast, BuzzFeed is one the top 10 web­sites in the U.S.

BuzzFeed’s goal was to pub­lish and mon­e­tize con­tent peo­ple want­ed to read and share. The prob­lem was that BuzzFeed didn’t know what peo­ple want­ed to read and share. Standard web­site analytics—number of vis­i­tors, what browsers they used, what coun­tries they were in—provided very lit­tle gen­uine­ly au­di­ence in­sight and ac­tion­able intelligence.

Quantcast Measure col­lects da­ta from nu­mer­ous sources not lim­it­ed to web­sites. It col­lects, col­lates, and con­nects web us­age be­hav­ior, to be sure, but it al­so culls de­mo­graph­ic and be­hav­ioral da­ta from hun­dreds of oth­er sources that aren’t web­sites. Quantcast Measure, us­ing Audience Grid, al­so col­lects shop­ping da­ta, tele­vi­sion view­ing da­ta, deep de­mo­graph­ics, au­to­mo­bile pur­chas­ing and us­age da­ta, po­lit­i­cal af­fil­i­a­tions, and just about any oth­er record­able da­ta about the ac­tiv­i­ties of con­nect­ed hu­mans. That com­pre­hen­sive da­ta set, once ag­gre­gat­ed and cross-referenced, quan­ti­fies people’s ac­tiv­i­ties. That gives a pub­lish­er like BuzzFeed a deep un­der­stand­ing of its people’s in­ter­ests. More im­por­tant­ly, that un­der­stand­ing can be ex­trap­o­lat­ed to pre­dict people’s be­hav­iors and fu­ture interests.

The Quantcast au­di­ence da­ta can be seg­ment­ed in­to groups and la­bels that help de­fine and iden­ti­fy dif­fer­ent groups of vis­i­tors and would-be cus­tomers, how­ev­er such a break­down best ben­e­fits each busi­ness us­ing Quantcast Measure.

Quantcast Measure Lets You Understand Your Visitors

Quantcast Measure pro­vides de­tailed vis­i­tor de­mo­graph­ics in­clud­ing their in­ter­ests, pur­chase be­hav­ior, oc­cu­pa­tions, and oth­er deep vis­i­tor in­sight da­ta. With it, busi­ness­es can tru­ly un­der­stand their visitors.

Smart com­pa­nies col­lect in­for­ma­tion from vis­i­tors to their web­sites. Some of that in­for­ma­tion is au­to­mat­i­cal­ly hand­ed over with­out vis­i­tor in­ter­ac­tion. The user’s brows­er and screen res­o­lu­tion, for in­stance, are au­to­mat­i­cal­ly trans­mit­ted to web­sites and record­ed by a ba­sic an­a­lyt­ics sys­tem to pro­vide in­sight in­to where and how vis­i­tors ac­cess the site—from desk­top or mo­bile de­vices and even which mo­bile devices.

Then there’s ba­sic vis­i­tor re­sponse in­for­ma­tion that can be ob­tained from some vis­i­tors. Given an in­cen­tive, many vis­i­tors will fur­nish in­for­ma­tion such as email ad­dress, phys­i­cal ad­dress, age, ed­u­ca­tion lev­el, in­come, and oth­er foun­da­tion­al de­mo­graph­ics. Most of that da­ta they pro­vide will be cor­rect and not in­ten­tion­al­ly false, but sep­a­rat­ing true from false is dif­fi­cult. Depending on the types of vis­i­tors tar­get­ed, the true-to-false ra­tio is dif­fi­cult to pre­dict, thus skew­ing the re­sults an in­de­ter­mi­nate amount. And, of course, bar­ring ex­cep­tion­al in­cen­tives, those that pro­vide any da­ta, ac­cu­rate or er­ro­neous, are al­ways a mi­nor­i­ty of ac­tu­al vis­i­tors. Something is bet­ter than noth­ing, though.

Unfortunately, that’s the at­ti­tude adopt­ed by busi­ness­es seek­ing to un­der­stand vis­i­tors to their sites when the busi­ness­es don’t re­al­ize bet­ter tools area avail­able. Even less in­for­ma­tion is avail­able to un­der­stand who looks at their ads on oth­er web­sites. For most busi­ness­es, the win­dow in­to their au­di­ences might as well be opaque.

Quantcast Measure draws back the black­out cur­tains and lets you gaze in at your audience’s lives. Far be­yond in­come and ed­u­ca­tion lev­el, Quantcast Measure present’s deep de­mo­graph­ics such as gen­der, eth­nic­i­ty, and po­lit­i­cal af­fil­i­a­tions and en­gage­ment. By col­lect­ing da­ta and mon­i­tor­ing from thou­sands of sources, de­mo­graph­ics are giv­en mean­ing with da­ta on au­di­ence in­ter­ests and pur­chase be­hav­ior. It pro­files people’s on­line ac­tiv­i­ties be­yond neb­u­lous “spent X min­utes on Facebook” an­a­lyt­ics; Quantcast Measure iden­ti­fies, cat­e­go­rizes, and makes avail­able to busi­ness­es on­line be­hav­iors such as the num­ber of times au­di­ence mem­bers have post­ed some­thing new to Pinterest ver­sus when they sim­ply re­pin, tax­onomies for their Instagram con­tent, and what times of day they post what tags, in new or re-shared con­tent, to Twitter, Facebook, and every­where else.

Content pub­lish­ers like CNN, the Onion, BuzzFeed, of course, and many oth­ers can use Quantcast Measure to com­plete­ly un­der­stand and pro­file their vis­i­tors based on vis­i­tor ac­tiv­i­ty out­side the publisher’s own sites. That da­ta is gold­en, form­ing hard num­bers and au­di­ence pro­files the sales team can use to lure advertisers.

Quantcast Measure ag­gre­gates the vis­i­tor da­ta from thou­sands of sites and sys­tems, see­ing the av­er­age U.S. on­line user more than 600 times per month. Everything that av­er­age user does on­line is record­ed, cat­e­go­rized, and ag­gre­gat­ed to pro­vide the mas­sive and deep-search, cross-reference ca­pa­ble Quantcast Measure for the ben­e­fit of all of Quantcast’s pub­lish­er clients and more.

Quantcast Audience Grid Provides Constantly Fresh Consumer Behavior Data-Free

Audience Grid is the da­ta set that dri­ves Quantcast Measure, and its free. Publishers and ad­ver­tis­ers can con­nect to Audience Grid and in­te­grate it in­to their own sys­tems. That means every­thing Quantcast col­lects about on­line users, wher­ev­er they go, what­ev­er they do, is avail­able to any developer’s app. Lifestyle da­ta, shop­ping his­to­ry, tele­vi­sion view­ing habits, and more can be fil­tered, cross-referenced with oth­er da­ta points, and pulled in real-time to tar­get the cen­ter of the bulls­eye of a mar­ket even as that bulls­eye changes po­si­tion from minute to minute.

A game de­vel­op­er, for ex­am­ple, may use Audience Grid to un­der­stand the best mar­ket seg­ments for ini­tial sales, but al­so per­form per-user, in-app cus­tomiza­tions of up­sell and micro-sale op­por­tu­ni­ties. Audience Grid can pull TiVo Research da­ta to iden­ti­fy the tele­vi­sion shows peo­ple watch. That da­ta set can be fil­tered to in­clude on­ly users who watch Game of Thrones, Versailles, and Vikings, view­ers of which are most like­ly to be in­ter­est­ed in the new pe­ri­od game from the de­vel­op­er. The qualifying-viewer set can now be fur­ther re­fined by wealth in­di­ca­tors such as in­come, car mod­els owned, how of­ten new cars are pur­chased, and in­vest­ment da­ta to build tiers of micro-sale cam­paigns. Language, eth­nic­i­ty, gen­der, and oth­er fac­tors can fur­ther di­vide the au­di­ence and in­form the cre­ation and re­fine­ment of sales tiers and cam­paigns. If the game de­vel­op­er is care­ful in us­ing the da­ta avail­able from Audience Grid, no mon­ey should be wast­ed de­liv­er­ing sales mes­sages to au­di­ences who re­spond to dif­fer­ent sales messages.

Publishers Thrive with Quantcast Data Powering Their Efforts

BuzzFeed sky­rock­et­ed to pop­u­lar­i­ty be­cause Quantcast Measure gave the pub­lish­er the au­di­ence in­sight it couldn’t get from web­site an­a­lyt­ics. With all that da­ta col­lect­ed by Quancast from pub­lish­ers, etail­ers, so­cial me­dia, and vir­tu­al­ly every oth­er kind of pub­lish­ing, broad­cast­ing, and re­tail en­ti­ty, BuzzFeed was able to get in­side the heads of its vis­i­tors and po­ten­tial vis­i­tors. BuzzFeed learned about peo­ple far be­yond what they did on BuzzFeed​.com it­self, and it used that in­for­ma­tion to fig­ure out, and pro­vide, what peo­ple want­ed, what would get them click­ing, shar­ing, and talking.

With the site’s data-driven rise to the top 10 web­sites in the United States, BuzzFeed turned Quantcast da­ta in­to a revenue-maker. It used its now deep in­sight in­to BuzzFeed read­ers to cre­ate a valu­able plat­form of spon­sored con­tent that lets ad­ver­tis­ers hone in on their ide­al de­mo­graph­ics with­out blind­ing throw­ing darts at the wall, hop­ing to hit the oc­ca­sion­al de­sired prospect.

Tami Dalley, BuzzFeed’s Senior Director of Research put it best: “We use Quantcast to mea­sure au­di­ences for in­di­vid­ual posts on BuzzFeed. Getting au­di­ence in­sight at the post lev­el helps us demon­strate to ad­ver­tis­ers how spon­sored con­tent can de­liv­er their spe­cif­ic tar­get audiences.”

And BuzzFeed isn’t the on­ly pub­lish­er to have ben­e­fit­ed from Quantcast’s mas­sive and metic­u­lous­ly cat­e­go­rized da­ta set. Sprint, AccuWeather, American Express, the Walt Disney Company, NBC Universal, and the rest of the Who’s Who of con­tent and app pub­lish­ers al­so peer in­to and learn about their au­di­ences and cus­tomers with Quancast Measure and Audience Grid.