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: 100% visitors female (!) 45% visitors female 42% visitors female
query: “supermodel” 36% searchers female 61% visitors male 41% visitors male


  • Alan Rimm-Kaufman
    Alan Rimm-Kaufman founded the Rimm-Kaufman Group...
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