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Segmenting by affinity group (a group of people who share similar interests or participate in similar activities) fills in the blank at the end of the “People who like this interest or activity also like …” statement. Because psychographic segmentation uses activity as a subsection, that approach is somewhat similar.

For example, in Figure 3-2, Quantcast estimates other interests of visitors to Goodreads (www.goodreads.com) based on their browsing behavior under the General Interests option. (This data is available only for quantified sites — that is, sites for which the site owners have verified the data.) A check mark to the right of the name of the site indicates that it is quantified; otherwise, you see the label “not quantified.”

For information on clickstream analysis (where visitors come from and where they go), see Book 9, Chapter 6.

FIGURE 3-2: Quantcast estimates topics that interest users of Goodreads.

By using Quantcast in this way, you can obtain public information about visits to specific social media services or to your competitors’ or other related businesses’ websites. You can also use these services to profile your own business, although your website might be too small to provide more than rough estimates. If your business is too small, estimate the interest profile for your target market by running Quantcast for a verified, large corporation that offers a similar product or service.

Sign up for free, direct measurement of your apps and websites at www.quantcast.com/user/signup. Alexa’s paid options include Certified Site Metrics, if you want an independent, direct measurement of your site traffic and a more accurate site ranking. To get certified, you’ll need to sign up for one of the paid options and install Alexa’s Certify Code on your site. You can choose whether or not to display your results to the public.

Otherwise, consider polling your customers to find out more about their specific interests.

You can also use Google Trends (www.google.com/trends/explore#cmpt=q) to search by the interest categories shown in Table 3-3. Click All Categories at the top of the page to open a drop-down list. Google Trends uses real-time search data to estimate customer interest in various topics over time. You can select specific keywords, time periods, or locations for additional detail.

TABLE 3-3 Main Categories Available on Google Trends

Arts & Entertainment	Autos & Vehicles	Beauty & Fitness
Books & Literature	Business & Industrial	Computers & Electronics
Finance	Food & Drink	Games
Health	Hobbies & Leisure	Home & Garden
Internet & Telecom	Jobs & Education	Law & Government
News	Online Communities	People & Society
Pets & Animals	Real Estate	Reference
Science	Shopping	Sports
Travel