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Visitor Demographic Analysis

  • 1.  Visitor Demographic Analysis

    Posted 11-28-2016 12:59 PM

    Introduction: By adding demographic data to your web analytics data, you can quickly assess for opportunities to increase market share within a specific demographic, or identify a new market that you may not have been catering to.

    Analysis Overview:  Enhancing web analytics data with demographic data, even as simple as gender or age, can allow you to measure gains within a specific audience target, optimize the experience for these individuals, and even identify new prospecting opportunities.

    Analysis Benefits:

    1. Evaluate percentage of visitors within a specific demographic and compare to your marketing strategy goals to measure success. Is the audience engaging on your web properties, in line with your overall marketing strategy? For example if you have a goal to increase share of female customer by 10%, does your website traffic reflect this?

    2. Create content tailored to an unrepresented demographic, to increase appeal to this audience and enhance the experience. If we know that there is a large portion of our traffic coming from both age groups of 30-40 and 65+, how can we adjust (or better yet test with an optimization tool!) the copy, design, and visuals to ensure both audiences have a more tailored experience (i.e. speak the language and deliver the experience custom to that audience).

    3. Identify new demographic based audiences that may not have been part of audience strategy, tapping into a potentially new audience you did not know were engaging with your brand online. If based on our CRM data we know that our largest audience has a HHI of $75K+, but our online audience is mostly $50k-$75k, is there an opportunity within our marketing or product strategies to engage the latter audience? They seem to be interested but aren't actually converting. Where is the disconnect, and does it make sense to capitalize on this insight?

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    Val Niehaus
    Adobe Systems (Corporate Account)
    lehi UT
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