How to Use Audience Insights to Drive Product Offerings

We know how hard it is to come up with ideas for what product to offer next.

The people who visit your site are likely to also visit other sites. They are shopping for various brands online and watching TV shows and movies. You can use Quantcast Measure Audience reports to find your next sales hit.

Inform new product offerings

Do not blindly decide your next inventory order. Learn what is trending among your users, and use audience insights to drive what product to offer next.

Our audience reports can inform offerings for many businesses such as news publishers, entertainment blogs, food and recipe directories, and others.

Let’s say you are the merchandiser for an online clothing store. You are selling some great casualwear and accessories already and are looking for the next hot item to bring in. In your Quantcast Measure profile, you can learn the recent interests of your audiences.

From the Retail > Apparel category of the Shopping Interests Report, we see:

• Over 29% of the audience is interested in Converse, 26% of the audience is interested in Nike and 23% is interested in Columbia.

• These three brands all commonly specialize in lifestyle activewear or outerwear.

Moving to the Interests category of the General Interests Report, we see:

• Your audience has a 5.2x affinity for Sports,  just slightly under the affinity for Style & Fashion.

  • Recall affinity is a measurement of how much more likely someone who visits your property is to be interested in a given topic than the average Internet user.

  • Here, 5.2x affinity means visitors to your site are 5.2 times more likely than the average Internet user to visit websites in the Sports category.

• We see Running, Cycling, Tennis, and Swimming & Diving are the top four sports interests.

Given your audience’s interest in Style & Fashion, Sports, and brands like Nike and Adidas; it may be time to bring in more sportswear inventory.

Discover new market opportunities

In the same General Interests report, you may have noticed that your audience also shows a strong interest in the Home & Garden category, specifically for Interior Decorating.

In the Sites Category, it shows your users are 14.1 times and 13.7 times more likely to visit ikea.com and wayfair.com respectively. Both sites sell home furnishing and decor items online.

Adding a “Home” section could be a great idea to create a new category of sales for your site.

Next steps: Compare metrics between different products

Now that you have introduced a new product range to the site, the next step is to compare how well it performs.

Sure, sales numbers provide some insight. But traffic, specifically what type of traffic, can tell you much more. Does the “Home” section attract a different demographic? Are the users there more engaged?

Use these metrics not only to measure the success of your products but also to optimize business growth and marketing strategies.