Demographics Pro relies on our core ability to estimate or infer the likely demographic characteristics (gender, age, marital status, ethnicity, occupation, location and etc.) of local consumers based purely on their social media presence/usage.

How we infer demographics

Our methodology is data-centric, relying on multiple data signals from three primary areas: networks, consumption and language. Data signals are filtered and amplified using large, proprietary knowledge bases of established correlations between data points and demographic characteristics. Finally, we combine multiple amplified signals using a series of algorithms to estimate or infer likely demographic characteristics.

Coverage and accuracy

We have used our methodology to infer demographics for some 300 million local consumers to date. In terms of accuracy, we typically require confidence of 95% or above to make an estimate of a single demographic characteristic for any given local consumer. Our success here relies on the relatively low covariance of multiple amplified signals: iterative evaluation using established samples allows us to calibrate the balance between depth of coverage (i.e. the number of demographic estimates we make) and our required accuracy.

Respecting privacy

We do not cross-match our inferred demographics with actual demographics, from third party sources or otherwise. Whether delivered by API or dashboard, all inferred demographics are anonymized or aggregated. Further background can be found in our Privacy Policy.

Please contact us with any Demographics Pro inquiries: