Getting to know you


You already know a lot about you. But I don’t. I sit at this end of the internets and type our posts on topics that I hope you’ll find interesting. And some portion of you tweet out links to posts that you like. And a smaller portion of you either comment on a post I’ve written or send me an email with your thoughts (all of these things – from just reading to any level of engagement – I appreciate!). But I don’t know a whole lot about you in aggregate. I use Google Analytics on the site which lets me see a little bit about where you come from to get to my site (and where you go after you’re done) but the information available is pretty basic.

That is until now.

Today Lijit announced the release of their enhanced audience analytics tool which gives publishers some pretty interesting insights into who is visiting their site. It’s free and you don’t have to sign up for either the Lijit search widget or the Lijit ad network to run Lijit analytics on your site (as an aside, I love that Lijit has structured its suite of services to be completely independent, but additive to each other – you get more out of using Lijit the more of their services you adopt, but if all you want is one, that’s ok too).

Lijit’s publisher network has grown significantly over the past year and now numbers 17,000. These publishers generate over 1.5 Billion monthly pageviews and the Lijit network sees over 100M unique users each month. At peak times the Lijit backend is adding over 1M reader and advertiser transactions per second. That’s a lot of data that helps Lijit better monitize traffic for their publishers and is now powering their enhanced analytics product.

Now back to you. So it turns out that your’e likely caucasian. And male. And don’t have kids. You’ve probably been to college and you’re reasonably affluent. Sound like you? Sounds to me like it’s time to diversify a bit (not just my readers, but entrepreneurs in general – where are the female, minority founders?!?).

  • Female and minority founders are out there. But it’s hard for them to attract investment. ; )nnBeing a founder with kids is a pretty big challenge, too. Not tons of time to read blog posts, even the really good ones. That said, keep expanding the tent by just verbally encouraging those brave enough to take big risks on big ideas. It makes a difference.

    • I think it’s a real shame that there aren’t more funded minority and femalernfounders.rnrnI’m interested in your thoughts on entrepreneurship with kids. There was arnvery interesting article about a female entrepreneur telling her fundersrnthat she was pregnant and their reaction to it (I wish I could find thernlink; the VCs reaction was not positive, which is a shame). I have threernkids myself and understand that it’s hard to balance work and life. But,rnI’ve seen people do it all the time (men and women)…

  • Anonymous

    Seth – does lijit have any other audience data thats more interesting? This seems like same data that many others offer, like you get from Quantcast if you ‘Quantify’ the site… Thanks

    • if you link through you can see more about what they have. i’ve found theirrndata to be much deeper (i.e., more accurate) than quantcast.

  • 35% are 35-49 but only 10% has kids? Based on statistics I’d say that’s unlikely. Wonder if there’s a sampling problem? Or … do you have any other hypotheses? I also find it highly unlikely that 99.2% are Caucasian. This doesn’t seem plausible to me if any of your readers are coming from NY or CA? Might be worth double-checking that data.

    • It does seem like a sampling issue. @sethlevine:disqus , where is Lijit pulling the data from? It could be that this data describes the intersection between your readership and the readers for which Lijit has this information. Thoughts?nnIn other news, this data _mostly_ describes me, so I can’t really tangle with it too much 🙂

      • nIt’s a good point Josh. And actually makes me thing that Lijit should add a stat to their site which is the % “coverage” they have of a publisher’s readers (almost like a confidence score). I don’t know the number for my blog, but to your point below it would be a good statistic to have.n

    • i’m checking into it further mark. i was surprised by those numbers as wellrn(and almost didn’t include the graphic because i was pretty convinced theyrnwere off) …

  • Steve

    I’m willing to bet your audience is more diverse in terms of ethnicity. Also, I bet more than 2.5% have a post grad degree.

    • Steve

      Sadly, I thought the female number was high at 34% purely based upon who I meet at tech entrepreneurship events.

  • Thanks Seth for the post. nnWe are pretty excited about the feature and we are getting positive feedback and comments. nnOne thing a lot people forget is that on most mid and longtail sites 30-40% of visitors come from organic searches. So often when a statistic seems odd or out-of-wack its because you aren’t mentally accounting for that large percent that are little more arms length to you than your regular audience. In addition browsers reject 3rd party cookies 20-30% of the time. When you add those two together you get some randomness introduced. One thing we did before launch is test using targeted ad campaigns on sites using Lijit Ad Services. Campaigns targeted at women that were only displayed to women significantly out-performed when compared to showing the same campaign to men. This had a nice validating effect.I love the idea of giving a fidelity metric alongside the data. Easy to do – look for use to add that to the next release.