"When demographic data is mapped to sales, you can start to identify your 'power customers.' These are the groups of customers that have a higher lifetime value. Then you can segment this group to pay attention to what they do on your site for instance, what they search for, time they shop extra. The next step would be to find more customers just like that."
-- Bill Flitter, Pheedo
Demographic Targeting allows marketers to confirm that the marketing strategies they're currently employing work, while also uncovering new demographic segments that result in high conversions.
Specific Media: theme park case study
After a theme park client ran a campaign with ad network Specific Media in January and February of 2006, the network analyzed its traffic data to see who was clicking on the client's ads and who subsequently purchased tickets.
Initially, the campaign targeted men, but the results showed that the clickthrough rate (CTR) of men was .11 percent while the CTR of women was .77 percent.
In the chart above, we compare men to women
The client found that nearly 80 percent of all its ticket sales were made by women, rather than the men they were initially targeting.