Unlike Google Analytics or other analytics packages, Quantcast combines direct measurement of your site’s traffic with what’s known as “panel data,” which is data collected from surveys of Internet users. By combining these two data sets Quantcast is able to tell you not only how many people are visiting your site, but also things about those visitors like their income level, age, sex, educational attainment and other useful info. This information is useful to you if you want to sell advertising space on your site, buy ad space from others, or just learn more about the folks visiting your site.
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Cord is the director of new media at the Mercatus Center at George Mason University. He has been a web developer for over a decade, working with non-profits to rein in their web development costs and grow their online audiences through simple best practices.
