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Tuesday, September 19, 2006

Analytics Service Targets Small Publishers

Quantcast is a new analytics service that estimates user demographics by aggregating data from similar websites. The concept is to make it inexpensive for publishers to know their audience so that they can be better armed to pitch advertisers.

Quantcast's algorithms estimate the gender, age and other demographic information, and provides charts of how a site compares with the average internet user. The company's "Mass Inference" algorithm that takes visitor information and combines it with panel data the company has collected from a million internet user households to infer what the likely demographics are.

The company estimates the demographics of websites, but publishers can put a measurement pixel on their site to better track their visitors. It's a free service, so I'm guessing Quantcast plans on making money from advertisers.

I have no idea how accurate Quantcast's estimations are, but it is an interesting concept to collect volumes of data without identifying users. The company says it has rocket scientists figuring this stuff out for them, but time will tell.

By John Gartner at 02:03 PM | Comments (3)

(3) Thoughts on Analytics Service Targets Small Publishers

Quantcast is a pretty cool tool...was playing with it a lot this afternoon.

Comments by webmetricsguru : Tuesday, September 19, 2006 at 04:29 PM

One step closer to the birth of virtual customers (or segments) created with data. This tool and others are making precise marketing mix modeling and forecasting a reality.

Comments by Pedro Laboy : Wednesday, September 20, 2006 at 08:51 PM

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Comments by Alanna : Wednesday, March 04, 2009 at 06:50 AM

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