<< Back To Blog

GA Profiles Welcome Demographics & Interests

Demographics refer to statistical data relating to the population and particular groups within it, or a particular sector of a population.

Interests are subjects about which one is concerned or enthusiastic.

Google Analytics has recently revealed updates to include both demographics and interests in order to better and more efficiently market to your customers online.

Why Demographics and Interests?

The more information a marketer has about their (target) audience, the better equipped they are to do their job and do it well. More information means more specificity, which leads to a more targeted marketing approach. The new demographics and interest updates in GA allow you to segment your audience in more detail, as opposed to broad predictions and general advertising tactics.

Take a mother and a daughter for example. Say these two females have similar taste in shoes. Just because they found some common ground in fashion, it does not necessarily mean they will go about shopping for a pair of shoes in the same matter. The mother may choose to go directly to the store front and try on a pair before paying, while the daughter might browse the web and do all of her shopping and purchasing online. A perfect example of liking the same item, but require different marketing strategies. In essence, same interest, different demographics.

Delving Deeper

Google Analytics is a great tool to have in your arsenal when it comes to understanding and optimizing online behavior. Now, with the addition of Demographics and Interests to GA, marketers gain even more insight into their customers.

The feature includes a series of reports that allow you to see, “behavior information relating to visitor age, gender, and interests,” says Daniel Waisberg, an Analytics Advocate at Google. What’s more, the data can also be used to segment standard reports and create separate remarketing lists.

The beauty of the updates is that once you gather enough relevant information, you can begin to tweak your online marketing strategies in order take full advantage of the info. If your audience is young, market using popular culture to play on relatability. If they are older, make sure your site is user friendly and simple/easy to navigate.

The possibilities are endless! Head over to your Google Analytics account to familiarize yourself with the new rollouts.

Rob Monson, Vice President of Marketing
With over 17 years of experience in online and traditional marketing, Rob specializes in building high-performance marketing programs for premier brands. He has held leadership roles in several high-profile organizations, including Golf Channel, 1-800 Contacts and OrangeSoda, and also served as the Vice-President of Marketing at One on One Marketing before finding his home at Showroom Logic. Rob possesses a wide range of strategic and tactical marketing experience, including broad-scale media, branding & positioning, SEM, email marketing, and conversion optimization.

Hobbies: Football, basketball, skateboarding, family, reading