Microsoft adCenter Labs has released Demographics Prediction tool that predict a user’s age, gender, and other demographic information, based on his or her online behavior. Demographics Prediction is designed to help advertisers to find out more about the demographics about a certain product or a website, as customer profile data can provide important hints for targeted advertising. However, webmaster can use the prediction tool to know the visitors to their websites or any sites too, especially if they don’t ask users to register their profiles.

To predict your blog or site visitors profile and audience attribute, visit Microsoft adCenter Labs Demographics Prediction at URL http://adlab.microsoft.com/DPUI/DPUI.aspx (no longer available), and key in a keyword or a web address link location (URL), then select Query or URL, and then click Go. Microsoft adCenter will calculate and display statistic about which gender oriented with certain confidence and which age band oriented with distribution for the query or website, based on the online behavior which is gathered from search queries and webpage views.

However, the results may not be accurate as of now, and the disclaimer said the statistics on Demographic Prediction page are based on undisclosed size of sample data and are for proof of concept only, and actual results may vary. For Tech Journey and, orientation shows it’s male oriented with 0.83 confidence and 0.17 confidence for female oriented. You may interpret it as Microsoft is 83% confident that this site is male oriented or visited mostly by male, or 83% of the traffic is from male surfers.

If you believe it, then you’re in for a shock. If you analyze Google by keying in http://www.google.com and select URL, the result will show 1.00 for female oriented, which may means no guy is using Google. But the conclusion may be as simple as that the Demographics Prediction tool is pretty confident that Google website is visited mostly by female, which based on previous Microsoft adCenter Labs team explanation on results when analyzing with keywords.

This tool is designed to predict the age and gender of customers who search online using particular terms or visit given websites. For example, if you search online for a specific type of minivan, the Demographics Prediction tool will reveal that women are more likely to search using this query than men are (54% vs. 45%). However, if you try a specific type of pickup truck, you’ll find that men are much more likely to use this phrase (61% vs. 38%). You can also type in a website, and this tool will show you the percentage of male and female visitors to that site.

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