Gents:

First, thanks for the props on the Google AdWords targeting find. Will be interesting to see how effective that is.

Second, I think you might have missed the point of the Forrester tool slightly. As I understand it, it isn't designed to determine your customer demographics, but for you to map your demos on to it to determine potential uptake on a particular SM execution. So for example, Chris as you were noting, your demos are starting to skew a bit older. You could map those demos against the Forrester percentages to see, for example, if a UGC contest made sense based on the percentage of your audience who were up in that Creators rung of the ladder.

The challenge for Forrester will be to continue to update _their_ demos to keep the tool relevant, but personally I think it's the best tool of this type I've seen to provide some third-party data against user behavior, rather than us just guessing what our audience does.

Can't wait to try out Google AdWords demo targeting, thanks for letting me know about it through the podcast.

I've been using Google's multivariate testing, part of their Website optimizer tools, which is also free like their A/B testing if you have a Google AdWords account but you don't have to use it with Google AdWords, you can use it for any campaign even a non Google one, Thank you Google.

Multivariate Testing is even more powerful than A/B testing and can work better for you if you have the traffic. A multivariate test can test different combinations of elements on a single page which is more robust than a simple A/B test. With multivariate testing you can literally try 4 different headlines, 3 different images and 2 different call to action buttons which would give you 24 different combinations. 4 x 3 x 2 = 24