Demographic Reporting – The Yahoo! Effect

Yahoo! Web Analytics reached its second birthday last month, and it’s time to reflect upon and celebrate one of the most significant improvements that Yahoo! brought to the product with its purchase of IndexTools – Demographics and Interest Groups.

At the birth of Yahoo! Web Analytics in May 2008, demographic reporting consisted of divining the location of a website visitor from his IP address and inferring his spoken language from his browser preferences (fig. 1). This information is very important in understanding where your visitors are located, whether there is a gap in your geo-targeting endeavors, whether it’s worth considering broader language support, and so on.
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