Author Topic: Checking Competitor Demographics Before Site Building  (Read 3993 times)

JamesR

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Checking Competitor Demographics Before Site Building
« on: November 05, 2010, 05:26:08 PM »
If you care about this kind of thing, it might be worthwhile checking the demographic makeup of your competitor traffic before launching.  I took a quick trip over to Quantcast to look up the top 10 ranked sites for core keyword in a new industry we are getting into.  I was surprised to see it skew female - very different from my first impression.

That doesn't mean I am going to make the site pink, but it may determine who I hire to write the content.

grnidone

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Re: Checking Competitor Demographics Before Site Building
« Reply #1 on: November 05, 2010, 05:50:06 PM »
How do they figure out if the person looking at the site is male or female? 

JamesR

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Re: Checking Competitor Demographics Before Site Building
« Reply #2 on: November 05, 2010, 06:08:18 PM »
Quote
How do you obtain your demographic information?

The calculation of audience composition is the most ground-breaking aspect of Quantcast's audience service. Quantcast's visit graph inference model enables the characterization of digital media audiences of nearly any size. Quantcast's composition inference approach is built on the foundation of direct measurement and provides rich audience profiles for millions of digital media assets, with as few as 500 unique viewers. Quantcast has NOT built it's model on PII (personal identifiable data) data, but instead uses numerous data inputs that provide some insight into demographic benchmarks and a large scale mathematical model to infer demographics of visitors. For more detailed information about our methodology please download our white paper.

http://www.quantcast.com/info/publisher-faq

Somehow they "infer" it but are using alot of blah blah blah to not really say how they do it

PaulH

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Re: Checking Competitor Demographics Before Site Building
« Reply #3 on: November 05, 2010, 06:57:14 PM »
Hitwise provide similar demographic data. They see everything going from a users machine, every form submitted, page visited etc. They can also tie that data in with their Experian credit data.
   

JamesR

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Re: Checking Competitor Demographics Before Site Building
« Reply #4 on: November 05, 2010, 07:05:50 PM »
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They can also tie that data in with their Experian credit data.

Dirty

I want to know how they do the gender thing on shared comps.  Seems like Google has the advantage here if someone if logged into their G Account, very easy to track.  But if someone hasn't logged in, I guess you can only infer the gender of the visitor based on the sites they visit? (or any form data they fill out online esp. first name?)

rcjordan

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Re: Checking Competitor Demographics Before Site Building
« Reply #5 on: November 05, 2010, 07:40:11 PM »
Good ol' supercookies.

"Google can also use the types of pages that you have visited or content that you have viewed to infer your gender and the age category you belong to. For example, If the sites that you visit have a majority of female visitors (based on aggregated survey data on site visitation), we may associate your cookie with the female demographic category."

http://www.google.com/privacy_ads.html

Quantcast used to have a list of sites classified by gender ratios.

PaulH

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Re: Checking Competitor Demographics Before Site Building
« Reply #6 on: November 05, 2010, 08:01:26 PM »
Only ever looked at the data when it was being demoed.

What hitwise claim to do...
http://www.hitwise.com/uk/products-and-services/competitive-intelligence/features/demographics/


Rumbas

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Re: Checking Competitor Demographics Before Site Building
« Reply #7 on: November 06, 2010, 03:35:25 PM »
I've been following these guys: http://spockly.com/

Through a Bootcamp startup venture running here in CPH. I think they are on the right track and I have the analyzing a 10K+ list for me now.