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.
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.
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.