Do you really know your audience? Knowing who visits your website is one of the greatest challenges facing online marketers today. While it is relatively easy to gather detailed traffic statistics — all traffic analytics packages provide reports on unique visitors, page views, and referrers — it is much more difficult to capture useful demographic information about your visitors.

High-traffic websites, particularly those with a mainstream audience, can turn to syndicated audience measurement products, like those of comScore, Nielsen and Quantcast for generic site-level demographics. But that’s only part of the story.