Web user mesaurement process [closed]

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How is high accuracy profiling of website users obtained? Is it a classification problem? How are attributes like age, sex and job derived from users visiting a website? For example, Quantcast Measurement provides website owners this information.

Answer 1

Visiting a website only reveals a few statistics like IP address and browser settings. The demographics (age, sex, job) shown by, e.g., Quantcast Measurement are inferred using huge panels of internet users. Combining the website visit information with the data from the user panels results in a more in-depth view of the users which visit your website. This information is of course not entirely accurate (since you only a fraction of the visitors is on the panel), but it will give a good approximation.