Prerequisites
Before getting started, ensure you have:
Required Permissions
Brand Analytics are accessible for users with the following permissions:
Analyst
Marketing
Marketing + Analyst
Operator
Owner
Other Requirements
Brand Analytics Starter subscription or above
How to Access the Demographics Report
1. Navigate to the Demographics Tab
Navigate to Analytics > Brand Analytics
Select the Demographics tab
Choose your desired date range (if applicable)
You will see two primary sections:
Age & Gender Breakdown
Brand Performance by Region
Age & Gender Breakdown
This section provides a demographic overview using both visual charts and a detailed table.
By default, the display shows Age distribution.
Use the toggle in the top right corner to switch to Gender breakdown.
Table Columns Explained
Age Range
Customers are grouped into fixed categories:
18–24
25–34
35–44
45–54
55–64
65+
NA
These age brackets cannot be customized.
Gender
Customers are grouped into:
F
M
NA
These categories cannot be customized.
AOV
Average Order Value for the segment (Revenue ÷ Orders).
Top Location
The location most frequently shopped within that segment.
Top Product
The most commonly purchased product within that segment.
Total Customers
Displays:
Raw customer count
Percentage of overall customer base
% Loyalty Member
Percentage of customers in the segment who are loyalty members.
Category Breakdown (Chart)
A stacked bar chart below the table shows product category preferences by:
Age group (when viewing age)
Gender segment (when viewing gender)
Drill-Down Functionality
You can click into the data for deeper insights:
Click an age bracket → Opens a side panel showing gender breakdown within that age group.
Click a gender row → Displays age distribution within that gender.
Click a segment in the category chart → Filters data to that specific category.
This allows you to analyze layered demographic behavior.
Brand Performance by Region
This section includes an interactive map with state borders and three viewing options:
Revenue (Default)
Categories
Age Range
Map Views Explained
Revenue View
States are shaded by revenue concentration.
Darker colors = higher revenue.
Hover over a state to see:
Total revenue
Percentage of total revenue
Categories View
States are colored by the most popular product category.
The highlighted category may represent less than 50% of purchases.
Hovering shows a full category breakdown with percentages.
Age Range View
States are colored by the predominant age group.
The highlighted age group may represent less than 50% of purchases.
Hovering shows full age distribution breakdown.
Region Breakdown Table
The Region Breakdown table includes similar metrics as the Age & Gender Breakdown, plus:
Region
Administrative subdivision by country (e.g., state).
Revenue
Total revenue generated in that region.
Top Category
Most popular product category in the region, including its percentage of overall brand revenue.
Top Product
Most purchased product in the region.
Top Location
Most frequently shopped retail location in the region.
Top Age Range
Most common age bracket purchasing within that region.
Need Help?
If you need assistance, reach out to AIQ Support anytime via the chat widget within your AIQ Dashboard.