As an American, I take a certain amount of pride in the high standard of living made possible via an economy built on liquified dinosaurs (sweet sweet fossil fuels). There are some subversive elements in our society, however, that would like their grandchildren to have breathable air and non-poisonous water. They have elected to drive electric cars. While this post is not sponsored by the kind, almost Colonel Sanders-esque, big oil companies, I am sure they would appreciate our attempt to shine a light on these alternative energy deviants. So let us consider the Prius, the Tesla Model S, and their devotees.
In this case, a minimal level of interest in a specific automobile model was used to define a set of users across the Gravity personalization network. A total of 900,000 Prius fans and 183,000 Tesla Model S aficionados met our selection criteria. Their individual Interest Graphs had previously been created for the purposes of personalization of content; every click on content or advertising within the network is analyzed semantically and augments the nodes and edge weights for the engaged user.
When analyzing audiences, the individual graphs are coalesced into a single graph reflecting the aggregated interests and attachment levels for the entire set. This allows for a holistic view of the audience which can then be compared against another audience or the general population of hundreds of millions of users. In this way, we are able to establish what defines an audience and what makes them special. The results are often quite surprising.
Let’s take a look at the Prius cohort highlights. (Click the image to enlarge).
The first data set is the overall Interest Graph on the left of the infographic. It describes what folks interested in the Prius care most about.
The second data pivot highlights some of the areas of interest where Prius fans differ substantially from the global set of users. Basically, it’s what makes Prius fans special compared to everyone else in the world. The results are expressed as an over/under index compared to global set. Some of the results are surprising (this is why we like data mining). Compared with the global set, Prius fans are:
By the time we got the Prius data together we were in a full data mining extravaganza. There was no way we could let the fun stop with just one infographic. How about people who are interested in the Tesla Model S? It’s another electric car. How different could that audience be from the Prius folks? (Also click the image to see the details)
Turns out that people interested in the Tesla Model S are materially different in their interests than the Prius crowd. Let’s look at some of the highlights of the Model S fans’ aggregated Interest Graph.
On the left, you’ll see some of the traits that differentiate Tesla fans from the global set of users. As with the Prius set, the results are expressed as an over/under index compared to global set. Compared with the global set, Tesla fans are:
Let’s take it home with some Tesla versus Prius comparisons.
I hope you enjoyed these audience analyses as much as we enjoyed doing them. Let us know if you have ideas on data you’d like to see in the future.