Source: TheDrum
Professional network LinkedIn is launching LinkedIn Website Demographics, a reporting tool that pulls professional data from LinkedIn’s 500 million members so marketers can see what types of professionals are coming to their websites.
This, in turn, lets brands develop better targeting and content for [their] campaigns, according to LinkedIn. Featuring an ‘easy-to-read interface’ under a new tab at the top of LinkedIn’s Campaign Manager tool, Website Demographics lets users filter their site visitors by eight professional dimensions, including:
- Job title
- Industry
- Job seniority
- Job function
- Company
- Company size
- Location
- And country
According to Sudeep Cherian, director of global product marketing at LinkedIn Marketing Solutions, this is the first time LinkedIn is letting marketers layer professional traits from LinkedIn onto traffic for different parts of their websites.
What’s more, a LinkedIn rep said Website Demographics is superior to other analytics tools because it provides marketers with “high quality data from people’s LinkedIn profiles, which is often more accurate since people have a professional mindset on LinkedIn.”
Website Demographics also allows users to filter by date range to understand whether a recent campaign boosted traffic among desired audience segments.
LinkedIn also noted Website Demographics provides insight while respecting member privacy.
Cherian said no personally identifiable information is shared via Website Demographics and LinkedIn only shows a percentage of page views – not total unique visitors – for an approximation of trends and to show who at a broad level is coming to the site and engaging with the brand.
Website Demographics is a free tool. Cherian said LinkedIn aims to roll it out to its global audience in the next two weeks.
