How to Optimize Your Web Content

Content Publishers are pushed to be on the front-lines of user behavior and interests research. Which shows or apparel brands have your users been interested in recently? What types of occupations do your users hold? At Quantcast, we want to help you answer those questions and find your next content hit.

Below is a guide on a few ways to use your Quantcast Measure data to optimize what you write and ensure you’re delivering engaging content to the right audiences.

Here’s what we’re covering:

  1. Demographics: Do you know the basic attributes of your users? Look at the Demographics report to find age, children per household, education status, income levels, and other demographic insights.
  2. Audience Grid: What are your users’ offline behaviors and interests? Use your Audience Grid reports to dive deeper into where your users’ interests lie.
  3. Content Segments: Wondering how different topics or authors compare? Get a profile page dedicated to individual sections of your website.

1. Demographics

Demographics gives you the basic information of who your audience is and ultimately who you need to write for. We cover age, children per household, education status, income levels, and other demographic insights of your users.

Choose between viewing the report in Composition or Index view.

Switch between Index and Composition view with the links near the top right of the Demographics report.

Here’s how we define each:

  • Composition – The percentage of this property’s total audience that meets the given specific demographic criteria.
  • Visits – The number of individual sessions initiated by all the visitors to this property.
  • Index – This compares audience composition of the property to the entire Internet, using a baseline of 100.

Let’s say your site has an audience of 70% male and 30% female. That is composition.

Let’s say, on the other hand, the entire internet has 50% male and 50% female. Compare to the entire internet, your site has an index of 140 for male and 60 for female. These are calculated by taking (your composition / internet composition) × 100. So for male, it was (70/50) × 100 = 140.

Index is your composition for a demographic criteria divided by internet composition for the same criteria multiplied by 100.

*The actual equation is slightly more complicated, with adjustments made to factor in confidence intervals and ensure higher reliability.

Based on these calculations, your site over-indexes for male and under-indexes for female. The site attracts more males than in the general Internet population.

The dotted line on the report defines the country average for each measurement. If your property over-indexes for a particular demographic group (has an index over 100), you’ll see a blue bar.

Click “View Details” within your report for a full breakdown of these metrics.

Use your Demographics to answer:

  • Are your users young, middle-aged, or older adults? Middle-aged users may be more likely to understand current trends, while older adults may be looking for more serious content. Understanding the age makeup can help determine your writing style, topics you cover, and even how you market your site.
  • Are your assumptions about your audience correct? Approximately 40% of traffic to the website Jezebel is male, even though its tagline is “Celebrity, Sex, and Fashion for Women”. Validate your audience’s characteristics with the Demographic report and ensure your content strategy aligns with who your readers really are.

2. Audience Grid

Beyond demographic groups, you’re probably also wondering what are your users actually interested in – cars they drive, shows they watch, brands they buy and others.

To brainstorm themes to cover next, we provide Audience Grid data which includes Shopping Interests, Media Interests, and Business & Occupation. We gather and report on these measurements through partnerships with leading third-party providers.

Click through the tabs to view different interests and select data sources for different breakdowns.

The Shopping Interests report includes Consumer Electronics, Apparel, Restaurants, Packaged Goods, and others.

Here you’ll notice we introduce Affinity view, a measurement of how much more likely someone who visits your property is to be interested in a given topic than the average Internet user.

This is calculated by taking the percentage of users from your property that fit the criteria and dividing it by the percentage of users from the internet that fit that same criteria.

Affinity is the percentage of your users that fit a criteria divided by percentage of users from the internet that fit that same criteria.

*The actual equation is slightly more complicated, with adjustments made to factor in confidence intervals and ensure higher reliability.

For example, Abby from Abby’s Daily Food and Recipe blog found that her audience had a 2.5 affinity for Games of Thrones, meaning her audience is two and a half times as likely to have watched Games of Thrones than the average Internet user. She decides to take this information from her Media Interests report and create a recipe for iron throne and sigil themed cupcakes! You can read more about how Abby uses her Quantcast data in our Getting Started series.

Use Audience Grid to answer:

  • Is there a topic you’re missing out on? Find out how likely your users are to be health fanatics, sports fans, or clothing shopaholics.
  • Do your users have children? What are their financial behaviors? These metrics can have a huge say in which topics are more or less relevant for their lifestyle. Use both Audience Grid data and the Demographic report together to get the best view of who your users really are.

3. Content Segments1

High-level data is useful, but sometimes you need to drill down further by grouping audience reporting beyond basic domain and sub-domain information.

Content Segments gives you the same audience measurement Quantcast provides for web, broken out however you want — by any piece of content, on any device, whatever they’re doing. And each segment can have further sub-segments.

Set up new or view existing Content Segments by clicking on your property name near the top right and navigating to the “Content Segments” tab in the drop-down shown.

Navigate to the Content Segments tab with the drop-down.

Just like your profile, you can choose whether to make these Content Segments public or share it with specific users you choose. There’s no shame in how many segments you create! 😉

Set up each Content Segment by creating rules.

Use Content Segments to answer:

  • What types of users are visiting your Sports section? News section? Compare how different parts of your sites are leading ahead with Content Segments and get the data you need to know which articles to focus on and which authors to highlight.
  • Are many Lifestyle readers interested in Science Fiction movies or Jazz music? Surface new content ideas on a per section-basis with audience data specific to viewers of each section of your site.

Combining online and offline data gives you the full picture of where your users’ interests lie. Uncover the demographics and behaviors of your audience with your Quantcast Measure data. And ensure your content strategy is at the top of its game!


Content Segments1: At the moment, Content Segments is only available to Measure Enterprise users. Learn more about about Measure Enterprise and request a demo here.