SparkToro builds its audience data from two primary sources of public and aggregated information:
- Clickstream data. Anonymized, aggregated data from large panels of real people showing the websites and online content they actually visit. This reflects where attention genuinely goes, not just what earns the most links or followers.
- Public LinkedIn profiles. Public professional profile information that helps describe who is in an audience and the topics, brands, and accounts they associate with.
When you run a report, SparkToro looks at the group of people who match your query (for example, an audience you describe in your own words, or people who follow a given account, talk about a topic, or visit a website) and aggregates these signals to surface what that audience pays attention to: their demographics, the social accounts they follow, the websites they visit, the podcasts and YouTube channels they tune into, the apps and platforms they use, and the keywords and brands associated with them.
In short, we describe a real audience by aggregating the public, behavioral signals of the people in it.
All of this is based on public and aggregated data. The clickstream data we use is anonymized and aggregated across large panels, and SparkToro reports always describe audiences as a group, never as individuals.
