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Re: AM: Value of user demographics?

To:     Adv/Mktg <>
Subject:     Re: AM: Value of user demographics?
From:     Brian Alpert <>
Date:     Thu, 08 Jan 1998 13:38:37 -0500
References:     <>

I can't speak to the wider range of demographics, but I can say for
certainty that professional category is very valuable to us. When I
researched sites for a Nov. ad campaign, I found the wider technical
online publications (ZDNet pubs) were around $100CPM, while the
much-more-targeted variety (Electrical Engineering Times) were about 1.5
times that rate. For November's purposes we chose the cheaper, wider
audience, but for future I'm recommending going with the 1.5-times
expensive, better targeted site.


Ross Stapleton-Gray wrote:

> Expanding on Andrew's question just a bit, I wonder if we couldn't get
> some estimates from marketing types as to the relative value of the
> various bits of knowledge one can capture.  For example, if one can
> command X CPM for generic eyeballs, what sort of modifier would there
> be
> if one also knew customers':
>    1. area code
>    2. zip code
>    3. gender
>    4. age group
>    5. affluence
>    6. professional category
> and perhaps how these might modify the value when combined.
> _____________________________________________________________________
> Ross Stapleton-Gray                     TeleDiplomacy, Inc.
>                    2503 Columbia Pike, Suite 118
> Director, Electronic Embassy Program    Arlington VA 22204
>                  +1 703 685-5197 / 5257 fax

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