Selling demographic data?

I recently had an advertiser enquire with us about providing demographic data for one of our segments. This information is already being captured and anonymized by google analytics, so it is readily available to us.

They offered to pay, though didn't name a price. Could anyone suggest how to price this data? Is it based on the user base? We are one of the only places they could get such data for the niche. Just curious.

Thanks for the help.

 

By data do you mean user lists? email lists and such? Or you just mean demographics of who is viewing your site? If you had analytics, not sure why you would need that. For niche data, it depends on the industry, the chances of you getting a sale with each contact, how much money you would potentially make off the sale and how the data was obtained. There is a huge difference between data obtained by optins and established web sites and data that was obtained using scrapers and the like.

 

Analytics data, they are looking to start advertising, and we have a significantly larger traffic base then them. They want to know who to target.