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The value of Demographics

Crowd Science Demographics is an enabling technology/service. Enabling in the terms that with this demographic data, you can use it along side your other web metrics (i.e. Google Analytics, Web Trends, etc.) to not only market/promote your site to advertisers, but to also gain a deeper understanding of your audience.  

Understanding who you reach can play an important role when building your content. Through Demographics, you are validating who you are reaching and whether your content is geared to or attracting the audience you are after. And this demographic, attitudinal and feedback data is directly from your audience.

If you drive revenue from advertising on your site, you can use your Media Kit as validation for advertisers. Particularly for sites responsible for their own ad targeting, knowing when and who visits your site helps you justify higher CPMs.

The beauty of demographics and analytics modeling in general, is that if using proper sampling techniques, you only need a small number of responses to have a representative sample. In fact, political polls representing an entire country with a high degree of accuracy is around 1,500 to 2,000.

We recommend 50 to be a minimum number of responses that you want to collect. Further, we recommend running any service that uses a sampling methodology on an on-going basis so you will be able to monitor changes over time, get feedback on your site content, and continue the promotion of your site. Over time as you collect more data, particularly as you approach 200 or more responses, your sample becomes more statistically relevant and provides opportunities for slicing and sub-profiling your data.

We are in data-rich times with consumers and publishers becoming more data-savvy. This makes for exciting times in the industry. Hopefully Demographics can provide some insight and value to your audience, and be another layer of enabling data.

2 Comments

I love the CrowdScience product. I am wondering if you’ll be able to allow webmaster’s to modify the surveys though. I would like to ask more specific questions about my field instead of income.

Hey Daryl - great suggestion. We have some cool new features coming out soon . . . stay tuned!

Thanks

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