liveBook · Manning

Demographic information

As explained in Effective Data Analysis

Demographic information is data describing characteristics of people or user populations, such as location or behavioral background.

Demographic information describes characteristics of people or user populations, including age, sex, race, ethnicity, income, and family composition. section 10.3.2

Public demographic data is commonly published by governments and census agencies, with availability varying by location and granularity ranging from national aggregates to individual zip codes. section 10.3.2

Analytics teams can use demographic or related user attributes to compare outcomes across groups:

  • Segment website experiment results by geographic region, web browser type, time of visit, or number of previous visits. section 3.2.5
  • Compare cohorts when evaluating changes in abandoned shopping-cart rates across website layouts. section 3.2.5
  • Treat location and population coverage as part of the interpretation because available public information differs across places. section 10.3.2

Website-layout experiment

An e-commerce team can compare abandoned-cart rates across user cohorts defined by geographic region, browser type, visit time, and previous visits when assessing three website layouts. section 3.2.5

How Effective Data Analysis covers it

How deep it goes
Defines common attributes and illustrates cohort comparisons, but stops short of explaining demographic measurement or statistical methods.
Examples
Uses census data, geographic regions, browser types, visit times, and previous visits as concrete population or user-group attributes.
What you can do after
Apply it via cohort comparisons when evaluating website layouts and interpreting population-level public data.
How it connects
Connects demographic information with public data sources, cohort analysis, A/B testing, and product analytics.
Cover of Effective Data Analysis
liveBookmanning.com
Read Effective Data Analysis on liveBook Get the book at manning.com

Related concepts

This explainer was generated by Manning's knowledge graph from the text of Effective Data Analysis. The section links point to the parts of the book it draws on.