Now that your audience profile data is available, you’re probably eager to dive in and see how you can use this information to grow your business. If you’ve ever been curious about:
- Understanding your audience data
- Using Measure to help grow your online business and engage your audience
Let’s explore what type of data is available in your profile and what it means.
Data can be complex sometimes but it doesn’t need to be. Below, we’ll walk you through an example profile to introduce concepts you’ll be exposed to in your own profile.
ABBY AND HER BAKERY
As the owner of Abby’s Daily Food and Recipe blog, Abby is interested in learning about who exactly is visiting her site so that she can tailor content to her audience’s interests.
To do this, she visits her site’s profile page in Quantcast Measure and scrolls down to the Demographics section. Here she is presented with information such as Gender, Income, Age, and more.
Abby sees gaining popularity in recipes on the Internet related to food that shows up in TV shows and movies. Aiming to be a part of this new trend, Abby navigates to the Media Interests section of her profile in Quantcast Measure.
ABBY’S DEMOGRAPHICS CARD
So what do all of these numbers mean exactly?
There are two primary metrics available in this section: index and composition. An index represents how your site compares to the entire Internet, using a baseline of 100. To illustrate this, let’s say that Abby’s recipe blog has a female gender index of 138. This means that a visitor to her site is 38% times more likely to be female than the average Internet user.
INDEX REPRESENTS HOW YOUR SITE COMPARES TO THE ENTIRE INTERNET, USING A BASELINE OF 100. This is a useful insight, but what if Abby is really interested in knowing how many males vs. how many females visit her blog? This is called composition.
HOW TO FIND “COMPOSITION”. Composition shows the proportion of visitors that match a particular category. In Abby’s case, let’s pretend that her audience is broken out as: male composition of 29% and female composition of 71%.
ABBY’S COMPOSITION. Combining index and composition, Abby can paint a clear image of her audience. Her site attracts slightly more female visitors than the average internet site. As she continues to dig into her audience, Abby comes across the Automotive data under the Shopping Interests section. She sees “Full Size SUV Affinity 1.2x” and wonders what this tells her.
AFFINITY, SIMILAR TO INDEX, COMPARES USERS VISITING YOUR SITE TO THE AVERAGE INTERNET USER. Affinity – similar to index – compares users visiting your site to the average Internet user. Specifically, it’s an expression of a user’s likelihood to own or purchase a brand or specific product category. In the example above, an affinity score of 1.2x for Full Size SUVs implies that visitors to Abby’s blog are 20% more likely to be in market to buy Full Size SUVs than the average Internet user. This, combined with the insight that most of her site’s audience is female might lead her to suspect that there are a lot of moms reading her blog.
NAVIGATING TO MEDIA INTERESTS. Abby clicks on “View Details” and selects Show from the drop-down menu. She sees that her audience’s affinity is off the charts for the show Game of Thrones. Her audience’s affinity for the show is 2.5x, which means that visitors to her site are more than two and a half times as likely to have watched Game of Thrones than the average Internet user.
NAVIGATING TO THE “AUDIENCE CARD”. “I can work with this!”, Abby thinks to herself. Not only can she take advantage of one of the world’s most popular show to drive more traffic, she has the perfect recipe in mind for her audience: iron throne and sigil themed cupcakes.
GAME OF THRONES INSPIRED CUPCAKES. How awesome is that? Without much effort at all, Abby can rely on Quantcast Measure as a source of ideas to general compelling content. This helps Abby drive more traffic to her site while creating a happier readership.
By now you should be comfortable interpreting and using your audience data. Congratulations!