Prerequisites
Before getting started, ensure you have:
Required Permissions:
Data Analytics can be accessed by users with the following permissions:
Analyst
Marketing
Marketing + Analyst
Operator
Owner
Other Requirements
Retail Analytics Pro is required to access Demographics
How to Access Demographics
Navigate to Analytics > Demographics in your AIQ Dashboard
Select your desired Report date range
(Optional) Filter by audience
Demographics
Age & Gender Breakdown
This section provides a demographic overview of your customer base through visual graphs and detailed tables. By default, it displays age distribution, with a toggle in the top right corner to switch to gender breakdown.
Table columns:
Age Range: Customers are grouped into fixed brackets: 18-24, 25-34, 35-44, 45-54, 55-64, 65+, and NA (these categories cannot be customized)
Gender: Customers are categorized as F, M, or NA
AOV: Average order value (total revenue divided by total orders)
Top Location: The most frequently visited store location for each segment
Top Product: The most purchased product for each segment
Total customers: The number of customers in each segment, shown as both a count and percentage of your total customer base
% Loyalty Member: The percentage of customers in the segment who are loyalty members
% Active Customers: The percentage of customers in the segment with active status
% Gone Customers: The percentage of customers in the segment with gone status
% Who Redeemed Rewards: The percentage of customers in the segment who have redeemed rewards
This data helps you understand:
Which age groups generate the most revenue
Which products resonate with specific age ranges
Loyalty engagement by age segment
Category Breakdown
The Category Breakdown section shows purchasing behavior by category and age group or gender segment.
You can:
View percentage contribution of each product category per age range or gender
Drill deeper into the data by clicking on bar segments or the table row
When viewing age data, clicking on a specific age bracket opens a side panel showing the gender breakdown for that age group
When viewing gender data, clicking on a row reveals the age distribution within that gender category
Identify which categories over-perform with certain demographics
Note: Data is sourced directly from your sales information (POS or Ecommerce platform). AIQ can only show data if customers have included demographic information in their profile. We do not separately source any demographic information.
Geography
The Geography section displays a geographical map with your store locations shown. There is an additional toggle to see audience location as a heatmap.
This allows you to:
Identify high-density customer areas
Measure store trade areas
Optimize localized marketing campaigns
How to Enable Geocoding (Required for Geography Data)
Navigate to Settings > Integrations
Locate Geocoding
Understand there is a cost associated with the address lookup
Click Connect
Confirm activation
Once enabled, the system will begin mapping transaction data geographically.
⚠️ Note: Geographic insights will only populate after sufficient transaction data is collected post-activation.
Need Help?
If you need assistance, reach out to AIQ Support anytime via the chat widget within your AIQ Dashboard.