MSN AdLab Site Demographics Suspect
Demographics typically don’t matter that much to traditional direct marketers.
People’s actions (what they’ve bought, what they’ve searched for, etc.) are much better purchase predictors than people’s attributes (gender, race, income, etc.)
Beyond that, online demographic date are often error-prone.
On that theme, I’ve been playing with MSN’s Ad Lab site, where MSN infers the demographics of URLs and queries.
Here a few curious results (27 June 2006):
| Site Demographics… According To MSN AdLab: | |
|---|---|
| Google.com | 100% visitors female (!) |
| Beer.com | 45% visitors female |
| Playboy.com | 42% visitors female |
| query: “supermodel” | 36% searchers female |
| Ivillage.com | 61% visitors male |
| now.org | 41% visitors male |
Hmmm.
Alan Rimm-KaufmanAlan Rimm-Kaufman founded the Rimm-Kaufman Group...