Demographic data is general information about groups of people. Depending on the purpose, the data can include attributes such as age, gender, and place of residence, as well as social characteristics such as occupation, family status, or income. In web analysis and online marketing, demographic data is used to provide a deeper insight into a website’s target audience or in order to create so-called personas. Demographic data is used above all for the strategic use of adapting offers to the respective target group and can also be used as a basis for business analyses and performance reports.
Demographic data and interests belong to the most important statistics in web analysis, consumer analysis and the planning of adverts as well as targeting. In contrast to data collection in the academic field of demographics, the focus of demographic data in marketing is less about data regarding fertility and mortality, but rather about age, gender and interests.
The information is acquired from the Google Display Network and participating partners. It therefore makes sense to use this data for advertisements. In order to be able to collect demographic data, a corresponding tracking code must be integrated or altered accordingly.
Apart from the use of data via google products, website operators have the opportunity to use data their own data to collect and segment demographic data. This way, online shops can analyze and evaluate their own customer data to optimize advertising campaigns. They do however have to keep to data protection.
Furthermore, this allows for segmentation of user groups e.g., in order to establish a connection between persons aged from 18 to 24 years with certain keywords and interests. This type of segmentation is extremely useful for any remarketing campaigns.
The possible scenarios for the use of demographic data are complex. Reports related to demographic data could provide answers to the following questions: