Getting Started with Quantcast Measure – Part 1

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

This series is for you!

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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’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.

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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%.

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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.

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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.

To wrap up today’s walkthrough you learned:
  • About some of the audience insights available in your profile
  • Different metrics such as index, composition, and affinity
  • How to interpret these metrics

In the next post, we will explain how you can use this data to help grow your site and engage your audience.