User:AmyinRaleigh/sandbox

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Demographics Pro
Private
Industry SaaS
Headquarters Carrboro, North Carolina, United States
Area served
 Worldwide
Website demographicspro.com

Demographics Pro is an analytics software company founded by mathematicians Paul Hallett and Nick Fletcher. They launched their flagship Twitter analysis application in in April, 2013. [1] The web-based application delivers a deep analysis of Twitter followers, hashtags, and keywords that companies can use for sales and marketing purposes. Statistics are shown in context with Twitter’s overall audience. Demographics shown in an analysis include age, ethnicity, income level, location, occupation, interests, brand affiliations, and more.

Users purchase a plan or a one-off analysis[2] through the Demographics Pro website. From there, users insert a Twitter username, keyword, or hashtag and receive a full analysis via the website, PDF or Excel download.

Demographics Pro also provides an API that can be used to power other social media dashboards.[3]

To date, Demographics Pro has delivered analyses to over 10,000 consumer and media brands.[4] The application has been featured on Moz, [5] TechCrunch,[6] Social Media Explorer,[7] SocialFish, [8] Digital Trends, [9] and The Huffington Post. [10]

Application and Services[edit]

Analysis of Twitter Followers, Keywords, Hashtags, and Lists

Users generate analysis by entering an account name (of any public Twitter account), a keyword / keyphrase, a #hashtag, or by uploading a list of usernames in CSV or XLS format. Analysis in the dashboard is delivered as an Audience Profile and 30+ pages of detailed aggregate analysis. It includes information about their location, gender, relationship status, family, income, age, profession, hobbies, consumer habits and topics they discuss on Twitter. [11]

Users can dig deeper into any of these categories. For example, clicking on “Brands” will bring up a subcategory link that breaks the brands into categories such as restaurants, stores, services, etc.[12]

Tailored Audiences

The Tailored Audiences tool allows users to enter in the demographics they wish to reach with their campaigns so they can identify infleuncers in their market, reach a targeted audience with a paid Twitter campaign, locate a research panel and analyze a segmented portion of Twitter usernames, hashtags, keywords, and lists. [13]

  • Influencer Search - Allows users to identify key influencers in their market. Users select the demographics they wish to reach and Demographics Pro delivers a list of Twitter users influential with that specific segment.
  • Promoted Tweets & Accounts - Allows users to target a Promoted Tweet campaign to specific Twitter users.
  • Research Panels - Once a segmented demographic is located with Demographics Pro, users can create a focus group to determine trending keywords and activities within the market.
  • Segmented Analysis - Drill down into your demographic by analyzing users in a specific location, income bracket, etc.

API

Demographics Pro offers services on a white-label basis via API for customers and partners to integrate Twitter stats into their preferred systems for monitoring social media and analytics. There is a white-label option for reports as well.[14]

Hootsuite App

Demographics Pro introduced a Hootsuite app in December, 2013.[15] The app offers a limited audience profile including age, gender, income level and location. A full analysis can be accessed if you have a Demographics Pro account.

Partnership with DataSift[edit]

In 2012, Demographic Pro teamed up with DataSift, a major data reseller. DataSift makes Demographics Pro's full set of demographic data available paired with anonymized streams of tweets, for further analysis or integration with social media monitoring dashboards..[16]

Methodology[edit]

A Demographics Pro analysis profiles:

  • 246 countries/territories
  • 1056 cities
  • 10 age brackets
  • 8 income brackets
  • 52 occupations
  • 4 race groups
  • 3 religions
  • 3268 brands
  • 95 interests
  • 2700+ topics of discussion

The methodology is data-centric, pulling information from different cues within a publicly available Twitter account. For example, establishing a brand affiliation could include several mentions of a brand or checking into a store or restaurant. Demographics Pro uses a proprietary knowledgebase of established correlations and combines them into an algorithm that makes the demographic predictions. [17]

Brands That Use Demographics Pro[edit]

A Demographics Pro analysis provides information that is helpful to sales and marketing teams in shaping their campaigns. Users can discover which audiences were reached by previous campaigns and identify key influencers in the market.[18]

Demographics Pro provides Twitter analyses for many Fortune 500 and tech companies including Starbucks, Unilever, McDonald's, Cisco, Google, Microsoft and Merrill Lynch. Other notable users include media outlets such as The Huffington Post, Consumer Reports, The Los Angeles Times, and Rolling Stone.[19]

Plans and Pricing[edit]

Demographics Pro offers a variety of plans to accommodate businesses of all sizes. Users can purchase subscription plans, pay-per use or obtain the service through an API so they can integrate it into their own systems.[20] Prospective customers can also view a sample [21] or request a free trial.[22]

Subscription Plans

All subscription plans include monthly updates, unlimited comparisons, influencer search and analyses available via the website, PDF or Excel download. Demographics Pro offers 4 subscription plans: Lite, Bronze, Silver, and Gold. All subscriptions could be purchased on a yearly basis for a discounted rate.

The Lite subscription costs $40 per month and includes:

  • 15 audience profiles
  • Analyses of up to 25,000 Twitter followers
  • Analyses of 5 keywords/brands
  • 2 analyzed lists
  • Up to 10 accounts for your company

The Bronze subscription costs $100 per month and includes:

  • 40 audience profiles
  • Analyses of up to 100,000 Twitter followers
  • Analyses of 20 keywords/brands
  • 5 analyzed lists
  • Up to 25 accounts for your company

The Silver subscription costs $240 per month and includes:

  • 100 audience profiles
  • Analyses of up to 350,000 Twitter followers
  • Analyses of 50 keywords/brands
  • 15 analyzed lists
  • Up to 100 accounts for your company
  • Branded reports
  • Priority support

The Gold subscription costs $480 per month and includes:

  • 200 audience profiles
  • Analyses of up to 1,000,000 Twitter followers
  • Analyses of up to 100 brands/keywords
  • 35 analyzed lists
  • Branded reports
  • Priority support

Pay-Per-Use

Users can also obtain one off analyses via Demographics Pro. Rates start at $19.95 for a Twitter account with less than 1,000 followers.

Tailored Audiences

Prices for Tailored Audiences vary. A simple influencer search starts at $300 per month with an output of 10-300 influencers.

API

There is tiered pricing for delivering demographics via API to accommodate businesses of all sizes.

History[edit]

Demographics Pro was developed by a team of data scientists and developers lead by mathematicians Paul Hallett and Nick Fletcher. [23] The pair initially founded Schmap, a location technology service provider, in 2004. In 2011, the initial version of the app, dubbed Know Your Followers, was released.[24] The upgraded version, Demographics Pro, officially launched in April, 2013. CEO Paul Hallett describes the concept as “Nielsen for Twitter”. [25] The company is incorporated in California, with headquarters in Carrboro, North Carolina. [26]


References[edit]

  1. ^ Ha, Anthony. "Schmap Takes A Deeper Dive Into Twitter Audience Data With Demographics Pro". TechCrunch. April 12, 2013
  2. ^ "Demographics Pro". DemographicsPro.com. Retrieved 12 December 2014
  3. ^ "Demographics Pro". DemographicsPro.com.Retrieved 12 December 2014.
  4. ^ "Who Uses Our Demographics". DemographicsPro.com. Retrieved 12 December 2014.
  5. ^ "Social Media Best Practices". Moz. Retrieved 12 December 2014
  6. ^ Ha, Anthony. "Schmap Takes A Deeper Dive Into Twitter Audience Data With Demographics Pro. TechCrunch. April 12, 2013
  7. ^ Falls, Jason. "Knowing Your Audience Is Key To Any Marketing Success". Social Media Explorer. April 17, 2013
  8. ^ "Optimize your social media management with these new tools". SocialFish. October 2, 2013
  9. ^ Bea, Francis. "Want to know everything about your Twitter followers? Well you can – for a price". Digital Trends. April 12, 2013
  10. ^ Bosker, Bianca. "23 Twitter Tools To Help You Tweet Like A Pro". Huffington Post. December 11, 2011
  11. ^ "How to Figure Out Your Social Media Demographic". thirdRiver. September 17, 2013
  12. ^ Nusca, Andrew. "With Demographics Pro, tell your sales team to take a hike". ZDNet. April 15, 2013
  13. ^ "Demographics Pro". DemographicsPro.com. Retrieved 12 December 2014. (registration required)
  14. ^ "Demographics Pro". DemographicsPro.com. Retrieved 12 December 2014.
  15. ^ Stadd, Allison. "Demographics Pro Releases Free HootSuite App For Detailed Follower Analytics". mediabistro. December, 20th 2013
  16. ^ "Partners of DataSift". DataSift.com. Retrieved 12 December 2014.
  17. ^ "Demographics Pro". DemographicsPro.com. Retrieved 12 December 2014.
  18. ^ Cochrane, Alec. "What to do with the demographics of your twitter followers with demographicspro". When Can I Stop. April 17, 2013
  19. ^ "Who Uses Our Demographics". DemographicsPro.com.Retrieved 12 December 2014.
  20. ^ "Demographics Pro". DemographicsPro.com. Retrieved 12 December 2014.
  21. ^ "Demographics Pro Sample". DemographicsPro.com. Retrieved 12 December 2014.
  22. ^ "Demographics Pro". DemographicsPro.com. Retrieved 12 December 2014.
  23. ^ "Demographics Pro". DemographicsPro.com. Retrieved 12 December 2014.
  24. ^ "Schmap Wiki". Wikipedia. Retrieved 12 December 2014.
  25. ^ Staad, Allison. "Demographics Pro Offers The Equivalent of Nielsen Ratings For Twitter". mediabistro. July 18, 2013
  26. ^ "Demographics Pro". DemographicsPro.com. Retrieved 12 December 2014.
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