The Demographics Overview dashboard will walk you through various metrics that will help you get a better understanding of your customer demographic as it relates to the U.S. population. In this dashboard are breakdowns like household incomes, education levels, gender, and more. At the bottom of the screen, you’ll be able to see a heat map that indicates customer purchase patterns by geographic location.
You can view demographic data for your entire store as well as for specific audiences that you create within DataQ. To access audience-specific demographics, select an audience from your list and click on the Demographics tab that's located to the right of your main menu.