Reliable Demographic Insights
Our privacy-friendly methodology delivers reliable audience demographics, calibrated for accuracy.
Demographics Pro relies on our core ability to estimate or infer the likely demographic characteristics (gender, age, marital status, interests, occupation, location, etc.) of audience members based purely on their public 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
As we infer demographics, we typically require confidence of 95% or above to make an estimate of a single demographic characteristic for any given audience member. 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.