# Data Stories

Connecting data with stories

Quantcast has a live view of audiences across 100 million web destinations globally.

This live audience both enables our advertising solution and gives us real-time insights into consumer habits and behaviours.

For the first time we have produced a series where we connect data to stories.

Discover Them

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The Fans Behind the Force

WHICH OF THESE STAR WARS CHARACTERS IS MOST LIKELY TO BE POPULAR WITH A FEMALE AUDIENCE?

  • Rey
  • Finn
  • Luke Skywalker
  • Han Solo
  • Darth Vader

IT'S DARTH VADER!

Believe it or not, female fans index highly for Darth Vader content. According to our Quantcast Measure data, Darth Vader fans over index heavily for occupations in the Criminal Justice sector.

Perhaps it was his crossover from good to evil that makes him appeal highly to them!

Where does the data come from?

COMPARING FANS OF DIFFERENT CHARACTERS

  • Age vs. Gender
  • Income vs. Gender
  • Income vs. Age

Using an average Star Wars fan as the baseline (represented as the center point of the charts) we compared age, income and gender of the seven characters. In the Gender vs. Age chart, characters that appear in the top right quadrant tend to have a more female and older demographic than the average fan. Characters in the bottom left tend to have a younger, more male fan base.

Toggle between the charts to explore other demographic differences between the characters.

(Based on Quantcast Measure page views of urls including "Star Wars" and the character name from October 19 to 25th, 2015.)

The Drivers Behind the Wheel

WHICH OF THESE IS THE TOP INTEREST OF JAGUAR OWNERS?

  • Food/Drink & Restaurants
  • Celebrity News
  • Computers & Tech
  • Global News
  • Beauty & Fitness

IT'S CELEBRITY NEWS!

Not only do Jaguar owners have a high interest in celebrity news they also skew the highest of all SUV's toward nonfiction programming such as Dancing with the Stars . These data stories further validate Jaguar's opportunity to use celebrity endorsements to promote their new SUV the F-Pace.

Where does the data come from?

Jaguar

Understanding the Pixar Audience Inside Out

WHICH OF THESE DISNEY PIXAR MOVIES HAS THE HIGHEST PAID FANS?

  • Finding Dory
  • Inside Out

IT'S INSIDE OUT!

This year marked the release of Finding Dory and we wanted to compare the fanbases of different Pixar movies to celebrate.

The fans of Inside Out and Finding Dory both indexed heavily as female, in the younger age bracket and were college educated, yet Finding Dory fans were likely to earn less, indexing in the $0-50k range while Inside Out fans were in the $100k+ range.

Where does the data come from?

Royal Caribbean

Apple Watch Audience Insights

WHAT PERCENTAGE OF THE APPLE WATCH AUDIENCE IS FEMALE?

IT'S 51%!

A major success story for the Apple Watch was breaking out of the 'techy/geeky' market; Apple Watch fans indexed higher for global news, fashion and celebrity stories.

It's closest competitor (at launch), the Pebble Watch, had an audience that was 75% male and interested in hardcore gaming and science.

Where does the data come from?

Top Game of Thrones Character

WHO IS THE MOST SEARCHED GAME OF THRONES CHARACTER?

  • Jon Snow
  • Daenerys Targaryen
  • Sansa Stark
  • Theon Greyjoy
  • Tyrion Lannister

IT'S JON SNOW!

Beating Daenerys to the post, Jon Snow is the most popular Game of Thrones character according to Quantcast data.

This activity was driven mainly by those wondering whether he was dead or alive but don't worry, no spoiler alerts here!

Where does the data come from?

Where Does the Data Come From?

THE ANSWER: FROM QUANTCAST MEASURE

Our audience analytics tool Quantcast Measure measures and analyzes user behavior in real time and provides not just demographical data but also information about which sites the users have been surfing or for what they were searching, for example.

We use the same approach for Quantcast Advertise to provide marketers a more detailed picture of their existing customers and prospects. Based on this real-time data, we create a lookalike model of their best customers, find a large number of similar users across the internet and reach the most relevant of them with advertising.

Not all data is equal

The use of data opens advertisers and publishers likewise numerous opportunities: For campaign creation, campaign deliver, but also for example for website content creation. This, however, requires high-quality data and mature technologies to analyze and act on the data. Because data alone doesn't tell you the story. It is crucial to recognize patterns in it and gain genuine insights about audiences.

Advertisers and content providers should be aware of the following aspects in order to choose the right data options and the right partner for their individual goals:

Most programmatic and AdTech companies use the same 3rd party data as a basis for targeting and thus reach the same users. Look for partners who bring their own data (1st Party Data) into the cooperation.

Interests and intentions are very volatile user characteristics. So if you want to address users because of their lifestyle and preferences, it is important to use the most recent data for targeting. If old data is used, you will have a higher percentage of wastage because people are no longer in the market or no longer meet the targeting criteria.

Even when using demographic targeting on average only 30 percent of the ads are within the target audience (Source: The Wall Street Journal). Work with suppliers who continue to invest in the quality of their data and regularly work with 3rd party audience validation companies to ensure their data is accurate.

Partner with their own data (1st party data) can provide comprehensive insights that are beneficial for your campaign strategies and tactics - well beyond the digital world. Opt for a provider that can grow with your brand and keep up with your to changing marketing needs.

Predefined segments are no longer appropriate. Your audience profile should be a precise fit to your brand and your needs. A data provider might have a different understanding of e.g. musical fans than you. Therefore you should find out how exactly the target group is defined if you use predefined audience segments.