Re: ONLINE-ADS>> Email Newsletter Demographics

Doug Bates (dbates_at_richmond.infi.net)
Tue, 10 Mar 1998 12:37:38 -0800

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Darren Cook asked:

>1.If we add more questions to the form, what are the important ones? Age
>and
>sex? Hobbies? Job? Location? Web browsing habits? Income?
>
>2.If we get say 200 'full information' subscribers, can we justify that
>these demographics are typical of our entire readership? If not, how
>many do
>we need to justify this?

Don't force your registrants to ask a whole bunch of questions! You saw
that doing so suppresses registration rate by an order of magnitude.

However, you could survey a sample of your registrants. Offer them an
incentive for giving you info. This info IS useful to advertisers. You
could also ask every registrant for info, but you need to show them
what's in it for them. They're your customers: You work for them, not
the other way around.

In general, the most important info is age, gender, income.

Re #2, you can say this. It just won't be verifiable. It's also likely
not to be true. Acknowledge the weakness. Remember: Getting customers
is more important than getting data. Data is only important because it
helps you get customers.

Doug Bates
<dbates_at_richmond.infi.net>

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