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I hopped over to Quantcast just now to take a look at at the Media Planner for marketers/advertisers. I wasn't really thrilled with the website because it's very US-centric, and I found a few famous sites that you and I both know, heard of a million times and probably visit every other day (if not everyday). I visit Google.com.my everyday, search for everything and anything because my brain refuses to hold too much information at one time and.. I'm not God - Â I don't know everything.
I'm not going to stroke my own ego just because I'm a marketer that has done a generous number of very successful projects. No way.
Quantcast's Media Planner. It's a very powerful tool to use - Their algorithms, little bots and hard-at-work labours collects a lot of data from one particular website - Audience service. Just like my last blog post talking about Web analytics for businesses and individual blogs, getting to know your audience is one step. Yeah, everyone knows that. But not everyone knows how to TAKE that step.
In my recent checks for companies and their web presence in 2009 in Google.com, there has been some evident proof showing that marketers in Malaysia either do not:
Perform proper web marketing to increase their 'power' on the Internet or;
Perform proper site optimization based on design, infrastructure and control
Continue performing marketing for their website to garner a secondary audience.
Increase web presence in third-party sites or performs very little of it.
Continue leveraging their resources for more effective marketing use on the web.
Utilize search and affiliate technologies to improve structure of website and business presence.
Rather, I've learned that many other marketers out there in Malaysia who are very discreet, silent but performing are really good marketers with excellent ideas. On the other hand, start-ups follow the same lifecycle - Mistakes, mistakes, mistakes. Organizations (large ones in particular) are not attentive enough in driving their company's potential. Staffs are regularly picked out of voluntary purposes rather than honorary. Marketing punters look at larger corporations as a no-chance. Some move into SMEs' and some start their own.
What about Quantcast then?
If you're asking this question, then you probably don't understand what I'm talking about. Companies like Quantcast & Compete are excellent examples of why data metrics are so important for businesses. Rather than just collecting surveys or pimping up lazy surveyors who cheat and bribe to collect 'data vomit', there are tools out there that you can use - Problem is, global data isn't very accurate. In fact, Quantcast has shortages on global data (they are US-centric). Compete, on the other hand has better global metrics but they are nowhere near accurate when it comes to global estimation.
This is what Analytics Evangelist Kaushik has been talking about all these while. Data is never enough, data needs to be collected; but at the same time, invading a user's privacy or making the user feel that their privacy is protected while certain data are extracted is malpractice - Remember that.
Now apply it to your business...
Tracking visitors are a great way to know what's potential and what's not. Demographics or audience intelligence on the other hand, is a conversion-centered approach than just branding. Coming back to web analytics, using both Quantcast and Compete to get results will help you get through both your conversion and branding questions. Problem is, how do we combine these data from Google Analytics, say for example (with more than 90 different data sets) with Quantcast (a US-centric audience intelligence site) and Compete (competitive intelligence + web analytics)?
You don't have to crack your head. Don't even worry about setting funnel goals in your Google Analytics or modifying Google Analytics's javascript 'piece' to collect additional information through filters and funnels. Stop worrying about all that.
Collect your data first before theorizing something.
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