Mar 17, 2016 | Insights

Gartner, the information technology and research company (who host all sorts of tech and digital conferences throughout the year), decided to kick off St. Paddy’s Day this week by holding their Gartner Digital Marketing Conference in beautiful San Diego.

When attending Gartner, or any conference — be it “digital” or otherwise — always double-check to make certain you have the dates correct.

The city is famously the spot where a quarter-million comic book fans congregate each spring. Digital marketers are veritable Fonzies by comparison, aren’t they? So, we imagine nothing but a good time for those in attendance. San Diegans, starved as they are, for out of towners who aren’t nerds.

Or wait… Perhaps we may have spoken too soon.

You see what we do here at StatSocial is analyze social audiences, and in this instance we’ve been learning all we can about those posting to social media about this conference, and well…

75% male… Really? 76% if we’re rounding up.

We don’t believe Fonzie (the rare 40-year old cultural reference which might actually not alienate a millennial) would be happy in such an environment. It was inappropriate to bring him into it.

We’ve all seen the photo galleries of the fit, attractive men and women dressed in revealing superhero outfits at San Diego Comic Con.

While such dress would be inappropriate for this conference anyway, a quick glance at the sex breakdown of the audience suggests that such a gallery would only be only of interest to a specific audience.

And while admittedly there was never any logical reason for us to discuss the possibility of this group being dressed as superheroes in the first place, It happened and we can’t take it back.

And since it’s out there, we’ll add that we’re somewhat happy to accept the degree to which such attire is unlikely, as it would seem nearly 1/3 of the conferences’s attendees are over 54 years of age. 56% are over age 45.

Joking aside, those of us not getting any younger — which last I checked is all of us — do like to know that the industry is aging appropriately, and the over-45 set is not only present and relevant, but dominant.


Things kicked off on Tuesday morning, and as you can see by clicking through here the three days’ panels are not all esoteric and high concept, as they can often get at these sorts of trade events.

There’s a bit of cutting through the b.s. and getting to what we’re all trying to wrap our heads around in this forever evolving and impossible to predict landscape.

But while we can’t harness the whole industry, we do think we’ve managed to gain a controlling hand when it comes to knowing all there is to possibly know about social media audiences.


A purely speculative graphic depicting how we thought the conference’s first day — being Saint Patrick’s day, and all — might have gone down. We imagined marketers were primarily concerned with being kissed because they were Irish. Also, something might have been mumbled about mobile marketing.

Okay, the above picture is a cheap and poorly made gag. We know this, and we’re okay with it. It is neither a dramatization nor a best guess. We do not deal in speculation. Interpreting data? Yes, but no data has suggested anything like the above (indeed, actually, the contrary). It is purely a holiday fiction and treat for you, our friends.

But the questions we can answer that are not only beyond your current comprehension, but that are unknown to all start to be revealed here.

If you’re not yet familiar with StatSocial and what we do you can click here to learn more, but we’ll save you time. Basically we are a social data company, tracking 600 million people across the world, and we help marketers analyze and understand audiences, telling you as much about them as is knowable.

Say they’re fans of a band, or use a certain toothpaste, or are fans of both a band and a certain actor together, or follow a politician, or employ a certain hashtag, or simply use a certain phrase — we can tell you all there is to know about that group of people. What do they like, dislike, what beer do they drink, what TV shows do they watch, where do they go on vacation, all of this in addition to the age, sex, income, and other demographic information you’d likely demand at a minimum (and can even find examples of above).

But our data goes deep.

If you’re a marketer, company, or brand employing social media in your work — which if you’re in business in 2016 you probably are — then the data we provide is essential. We provide a heretofore unimaginable marketing edge, as we don’t just give you raw data (“yes, we all like Beyoncé… this isn’t useful!”), we tell you stories, we reveal personalities, we don’t just tell you how your audience is, but who they are.

We doubt this audience is the group of drunken rabble rousers portrayed above.

Indeed, based on their hobbies, it seems you could not dream up a more serene group of folks.

We can promise you that here collecting means things such as stamps (or philately as it’s sometimes, somewhat misnamed), or antique Coke bottles. While we may index some who collect sinister things, we would never include their collections in our calculations. The indexing is purely coincidental.

This list is sorted not by percentage, but by our “multiple” metric. It’s one of the unique, yet crucial angles from which we analyze our data as we find it often tells us so much more about an audience’s gestalt than raw percentages can in isolation. It calculates the likelihood of the member of one social audience engaging in a certain behavior, and/or liking or disliking a certain thing, etc.

We, for example, think it says a lot that this group is 15 times more likely to be collectors, or are seven times more likely to write and blog than the average audience.

But, it is worth noting that when sorting the hobbies and interests of this group by percentage (meaning what percentage of them is most into a certain thing) we are reminded of their professional lives.

It is tech, it is business, it is marketing, and it is investment that brings them collectively to our analytical attention.

The other hobbies remain “relaxing in the garage on Saturday” type deals, (which of course to some “Investors & Patents” might be as well). Though the lens of raw percentages we’re reminded of their connection to technology and marketing. Why they were collected together in the first place, and why they’re in San Diego as we type this.

While these findings here may seem of questionable necessity, we encourage you to use your imagination and see how knowing an audience’s truest nature is a massive advantage, from a marketing standpoint. Yes, they’re digital marketers, but they’re collectors, and they play role playing games, etc. Refracted through certain lenses that data could be lost or downplayed, and you might wind up marketing too aggressively, or in an entirely wrong direction.

So, with that said, one of our favorite things around here is analyzing and establishing which social media personalities — i.e., “social influencers” — are most engaging the audience we’re analyzing. So, it seems natural for us to close this entry with a look at who this group of middle-aged, mostly male stamp collectors most admire. As the list above us just reminded us, these guys are at the the end of the day digital marketers.

While not exclusively populated by those whose names are only associated with the digital, is for the most part a survey of writers, bloggers, authors, and general personalities of that sort. Surely more so than bird watchers and stamp collectors. The list may contain some, but none widely noted as such to our knowledge.

Those curious to learn more about StatSocial are always encouraged to start at the site itself. There you will find not only much in the way of explanation, but sample reports, and much more.

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And if you have any extra time, you are invited to check out this video explaining the heretofore unimaginable customer relations advantages our data can provide.