in Data & Insights

Location! Location! Location!

No, we aren’t trying to sell you a house. But just as valuing real estate comes down to those three words, understanding location dimensions of web audiences is critically important to programmers, marketers, and media buyers.

Today we publicly launched geographic enhancements to Quantcast profiles.  Available only for Quantified Publishers, these new audience views provide incredible visibility into country, state, DMA (Designated Market Area – of which there are 211 in the US; they represent TV markets) and city consumption characteristics. As a Quantified Publisher, your profile now includes a Geo tab. By default it is viewable to anyone on the Quantcast site, but you can turn off the public view at your discretion – just log in and modify your settings. Traffic breakdowns by country, state, and DMA are shown publicly, while city data is available only to you when you are logged in and reviewing your own site data.

In conjunction with our publicly available geographic data, we have also launched business & organizational data for Quantified Publishers, viewable only to logged-in users, in their “publisher-view” profile.  This data is only available to you, for the properties you manage, and is not currently accessible publicly.

We believe geographic and business/organizational data will be a powerful characterization of publishers’ audiences, especially as advertisers begin to evaluate online media opportunities on a more targeted basis. Leveraging this data in your sales process – especially business/organizational data – could set you apart from competitors. Today, this data is segmented into medium (200-10,000 uniques) and large (10,000+ uniques) business categories. We expect to roll out a number of additional business/organizational views over time, including views that provide detail on the small company (50-200 uniques) segment.

We are currently providing basic traffic data (unique cookie & total visit counts) for geography and business/organizational analysis, which by default ranks based on unique cookies in descending order. By clicking column headers, you can re-rank profiles based on any of the following report metrics into either ascending or descending order:

– Unique Cookies: based on directly measured data (non-duplicated)
– Unique Cookie %: based on total unique cookies to the site
– Unique Cookie Index: Index vs expected internet average (100 is average; a 1500 index implies a 15X greater than average probability)
– Total Visits: based on directly measured visits (duplicated)
– Total Visit %: based on total visits to the site
– Visit index: Index vs expected internet average (100 is average; a 1500 index implies a 15X greater than average probability)

Lastly, you’ll notice that filtering capabilities exist in the geographic and business/organizational reports. You can use these fields to refine outputs within a particular view.

As with all of our feature releases, we look forward to hearing from you – our users. Tell us what you think – what you like, and what you’d like to see. Our service only gets better with input from our community of users.