Quantcast flips Tribble’s demographics
January 15, 2009
Someone explain to us why every variable on Quantcast’s demographic chart regarding the Tribble Advertising Agency has flipped? Evidently we now cater to the only the highest educated, highest income individuals on earth, with a larger percentage of African American followers.
Last month our demographic charts were exactly vice versa.
FYI, Quantcast flip flops like a politician. We suspect it isn’t our viewers that have changed.
Quantcast’s Closet
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Hi, hopefully I can be of assistance. Thank you for joining the Quantified publisher program and for having your site directly measured. If I look at your profile here http://www.quantcast.com/tribbleagency.com, I can see that you just recently placed our tags live. When you “Quantify” we are able to provide a much more accurate and granular understanding of your audience and the demo’s are NOT built upon any panel or reference point. Quantcast is also NOT providing a pixel/panel intersection of your audience, but instead relies on a large mathematical inference model to determine the demographics.
In some cases a site will have very similar demographics whether they are Quantified or estimated through Quantcast. In other cases these numbers can drastically change. In your case, the directly measured demo’s did change, and appear to be much better? I will point you to a few pieces of information which provide a further understanding of our methodology.
This blog post – http://blog.quantcast.com/quantcast/2008/12/why-quantcast-doesnt-use-a-panel.html
Methodology Document – http://www.quantcast.com/white-papers/quantcast-methodology.pdf
Hopefully these will provide a deeper understanding of Quantcast and how we are able to infer the demographics of your audience. Please let me know if you have any further questions.
Chris
Quantcast Corp
chris@quantcast.com
It’s fine Chris … Just saw everything change so fast I was like Huh?
It goes to show you that visit demographic services like quantcast, compete, and Alexa have a long way to go before providing reliable data on a consistent basis. Especially, if they do not have tracking tags on a particular site.
I’m new to QC as well, and I think they may suffer from what Ill call hedge fund syndrome. The opacity of their methodology that stems from proprietary secrecy and the impenetrable complexity is a flaw EVEN IF the resulting data is good.
Makes me nervous that they throw around alot of jargon like pixel panel model that brings no SEO results except from quantcast themselves…
Jury’s still out for me.