Introducing Siteographics

Earlier today we introduced a new feature, its pretty cool and a great new way to get a handle on the interests and lifestyles of a web site's audience.

The idea behind siteographics is that an audience can be better understood by examining where else they spend their time online, and that by organizing these visit preferences by category we can interpret affinities and interests.

For many sites you will find a range of siteographic categories, from politics and sports to magazines and shopping. Within each category the particular interests are highlighted by the destinations that rank the highest.

Categories and individual sites are presented in order of their index, indicating the relative strength of the affinity.

For example, The Washington Post has 'Politics' as its highest ranking siteographic category and within that indicates a high audience affinity with dailykos.com, huffingtonpost.com and realclearpolitics.com.

Kelley Blue Book (kbb.com), an auto pricing research tool ranks highly for 'Auto Info' and 'Automotive' and the top ranking destinations in the 'Magazine' category are motortrend.com and caranddriver.com.

Tiffany.com's visitors have a strong interest in both 'Specialty Retail' and general 'Retail' in particular with zales.com and high-end department stores such as saksfifthavenue.com and neimanmarcus.com.

Those are just three examples, at www.quantcast.com you'll find siteographics for hundreds of thousands of internet destinations. Try it out and, as always, please let us know what you think.

Comments

[PaulB]

I LOVE Quantcast. WE've been a quantified publisher for about a month. This new feature is really enlightening.

What is the Index used here? They don't appear to be Quantcast ranks.

Thank you.

[Jim Kelly]

The index measures audience overlap beyond what you'd expect to see by chance, relative to a baseline of 100.

For example, in the WashingtonPost profile above, dailykos.com has an index of 2,827. That means the Post's visitors are 28 times more likely to visit dailykos than the average internet user.

[PaulB]

Jim, thank you very much! Keep up the great work on Quantcast.

[Marston Gould]

Would be interesting to be able to add some filters into what/who is being considered for index. For instance, for a firm that is highly regional, it is highly probable that other regional brands would have higher than average overlap than national brands.

So it would be interesting to be able to exclude certain overlap sites or to geotarget.

Another powerful feature would be the ability to find sites that have 'like' visitors.