Revenue Generation through Best Practices and Automation

John Ryan

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BuyerSteps: Blog Feed Post

Quantcast is Cool Analytics

Real-time characteristics of digital media consumers against which they can activate addressable advertising solutions

I have been using Quantcast for almost a year now to track traffic on my sites. From the very beginning of our use, Quantcast did a terrific job of measuring the traffic and giving me good data on demographics. For instance, it tells you some great information such as we had a high index score for male, very high for management level, very high for Asian sources and high for the educated user. It tells you how many people are regular visitors and how many are just showing up. Quantcast tells you U.S. and Global traffic as well as trending. You can view their methodology to get an idea on how they accomplish their measurement.

You can quickly view countries, states and cities on traffic, trending and affinity sites. What I like about it are the graphical displays of information that go along with the data. They also just added a segmentation feature to their services.

If you want to track how your site is doing and get some clear data to come along with it, Quantcast is worth a look for any publisher, advertiser or media buyer. In addition, it's a good way to either see right away what your competitors are doing and even if they aren't listed with Quantcast, they might give you an estimate. Some sites might not want to sign up with Quantcast because they are worried that their traffic is now conspicuous to the world. Relax. In a world that is headed toward complete transparency on these matters, it's best to give in early and get the great information now. As an example, let's say Quantcast is estimating your traffic because you haven't signed on and it's off by some measure. It's better that you sign on and get it corrected.

Quantcast is cool, free and it's worth a look.

The company's view

Quantcast is a new breed of audience service, focused on helping buyers and sellers quantify the real-time characteristics of digital media consumers against which they can activate addressable advertising solutions. Quantcast provides publishers, marketers and agencies unmatched capabilities to measure, organize, discover and transact based on directly-measured traffic and inferred audience data.

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More Stories By John Ryan

John is an experienced leader with a strong background of defining and executing company strategies. He is especially skilled in channel management, market analysis, brand marketing and selling technology products and services. He has successfully served in a number of executive positions and has been in management for 20 years. John is currently writing a book on increasing revenue generation. He has been a co-author of a comprehensive marketing methodology for high tech companies and has helped venture capitalists and private equity firms gauge their technology investments. In 2004, John served as Vice President of Marketing for the NA arm of the $6B IT Services division of Siemens, AG. John served on the board of directors at WebTrends, purchased by NetIQ (NTIQ) for $1 billion in 2001. WebTrends was highly successful dominating the web site analysis and reporting space. Prior to WebTrends, John was the Vice President of Marketing for Tivoli Systems. John has worked as a contracted consultant for established companies, start ups and top analyst firms. John can be reached at [email protected] or you can follow him on Twitter @buyersteps