Things are changing on the Internet and fortunately, we can increasingly obtain more information about the websites people visit and about the behaviors and profiles of the people who visit them.
Until now we had few sites that really offered information about the visits to any web page, but in recent months things are changing and we have really useful tools when it comes to estimating the traffic of a web page and when it comes to knowing the characteristics of the people who visit that website.
Let's take a look at some of these new services:
The new Alexa: At the beginning of April, Alexa changed its interface and began to provide much more data about the pages that appear in its index. Now, for example, we can find out which pages people navigate to when they leave a site, or which pages bring traffic to a website. We can also find out which keywords a page ranks for and which pages contain links to that site. But the most interesting thing, although it does not offer it for all pages, is information about the visits (age, sex, educational level, place from which they connect, etc.). All this information is obtained from the register that people fill out when they download the Alexa bar. Here we can see, for example, the demographic profile of Softonic's visitors: http://www.alexa.com/siteinfo/softonic.com
Quantcast: The information provided by Quantcast is similar to Alexa's but more complete. For example, we can obtain information about the race of the visitors, whether there are children visiting the site, the income level of the visitors, etc. Quantcast works mainly for the United States. To offer reliable data, Quantcast invites sites to install a small code on their pages that in turn installs a cookie on users and allows tracking of their navigation on sites that Quantcast has associated with it and an estimate for those that it does not have associated with it. This is the Softonic page on Quantcast (Softonic is not an associated site, but the information is still really interesting): http://www.quantcast.com/softonic.com
Competes: This is a really interesting service. It works in a very similar way to Alexa and also uses a bar to collect data on the browsing of users of a website, although they also use logs from North American ISPs to find out what people visit and how they do it. As with the rest of the services that use data from North American ISPs, the data they offer is not very realistic for Spanish sites, even so, here we can see the Softonic page: http://siteanalytics.compete.com/softonic.com/
Google Ad Planner: This is a new Google service that helps agencies plan campaigns on sites associated with Google, although it also offers information on sites that are not. The information is not as detailed as in the previous cases, but at least it offers information that we could not access until now. All plans can be made for different countries and Spain is one of them. www.google.com/adplanner
The four services are interesting both when benchmarking the positioning of a site (especially if the site is international) and when planning an advertising campaign taking into account the demographic characteristics of the campaign's target audience.
One Response
Interesting article. It is important to know the profiles of those who visit us in order to know what to offer them and whether we are appealing to the public that interests us.