Table of Contents

• Accessing the tool
• Starting your search
• Market share
• Categories
• Market Segments
• Product Details
• Low Sample Handling
• Common Questions Answered

Accessing the tool

1. Go to: ecom.1010data.com
2. The first time using the portal you will need to register your email address and create a password. Do this by selecting “First time user?” and follow prompts, inputting your work email address.

Starting Your Search

Once you click “Accept”, you will access Ecom Insights and be taken to a screen that looks like this:

A few things to note when searching:

1. Search Bar - This is where all searches begin. Start by entering a keyword or set of keywords related to the product category you care about such as “diapers” or “printers.”The portal is designed to show how much each brands is selling within that category or set of keywords.
2. Date Selector - Use this to set the length of time you wish to analyze.
3. KPI Selector - Ecom Insights reports on four main metrics:
   1. Total Spent – the total amount of US dollars spent for the entered brands
   2. Unit Sold – the total number of units sold for the entered brands
   3. Product Views – the total number of product detail pages consumers visited across all Retailer web sites. This is the online equivalent of walking the aisles in a brick and mortar and actually picking the product up off the shelf.
   4. Shoppers (unique visitors) – the total number of people that are producing the activity
4. Search Features - There are several ways to enhance your search.
   1. Keyword Search: To search for a category such as "ink" just type that word or words into the box and hit enter. You can put multiple keywords to narrow your search such as "laser printer."
   2. "Or" Search: To include multiple terms in your search as "or" statements simply put an “or” between each keyword such as this: "laptop or notebook or Ultrabook or Chromebook or Macbook." (do not include quotes.)
      

      An "or" means that if any of the keywords appears in any item name it'll be included. It's different than the default search, which is an "and" search. If you just type in "laptop Chromebook" into the search bar the portal will return results only for items that have both laptop and Chromebook in the name. An "or" would mean laptop or chrome.

   3. Brand Search: Type brand:brandname (e.g. brand:dell) to drill into a specific brand.
   4. Market Segment Search: Type segment:brandname (e.g. segment:laptops) to drill into a specific market segment. See page 10 for more info on market segments.
   5. Price Filter: After entering your keywords and hitting enter, you can add a new search query that specifies a price filter. You can do greater than, less than, or a range. Below are examples for each. Note that the range requires a colon after the word price (e.g. price: 100-500) to tell the portal to expect a price range.
      • For example:
      • Price > 100
      • Price < 1000
      • Price: 100-500

Market Share

A few things to note when looking at market share:

1. Retailer Share Chart – This pie chart represents the share of whatever metric you selected above [Units Sold, Total Spent, Product Views, Unique Visitors], for each retailer.
   1. Use this chart to understand what Retailers’ consumers are going to the most, and which Retailer is gaining the most momentum in your category.
2. Search Bar – When searching for a specific Retailer, simply type the name of the Retailer in to this search bar and select “Filter”.
   1. Use this to quickly sort through dozens of Retailers
3. Retailer Summary Report – Summarizes all four [4] metrics across all Retailers. Use the checkboxes to select and deselect accounts you wish to include for Retailer and Market Share Reports.
   1. Use the checkboxes to quickly define your own marketplace. For example, select only one retailer, the online pure plays or only the Mass Merchants to examine shifts in market share.

Once you enter a competitive set of brands, the tool will graph the selected KPIs over time, enabling you to quickly see trends in the marketplace.

Note that the share being graphed is the share of whichever KPI you have selected from the KPI selector (see: page 5).

Categories

Once you click “Accept”, you will access Ecom Insights and be taken to a screen that looks like this:

A few things to note when searching:

In addition to sales and interest KPIs, Ecom Insights also enables you to drill down by category.

1. Search Bar – When searching for a specific category, simply type the name of the category in to this search bar and select “Filter”.
   1. Use this to quickly sort through dozens of Categories; select only those categories you want, or deselect the categories you do not want .
2. Category Summary Report – This report summarizes Units Sold and Total Spending for each individual category.

Important Note: Categories are gathered from the online retailers’ websites and not created by us. Sometimes retailers will list a product in multiple categories or will have multiple categories that make up the segment you’re interested in. For more accurate segmentation, see “Market Segments” below.

Market Segments

Market Segments are custom segments we make that accurately summarize a market segment such as Laptops or Diapers. A Market Segment uses custom rules to bucket all the relevant items into a specific segment, exclude items that don’t belong such as accessories, and can be accessed with a single search query such as segment:laptops. Without this, you’d have to know all the right keywords to get the data you want, which is time consuming.

Market Segments are different from Categories in that Categories are gathered from the online retailers’ sites and Market Segments are made by us per the spec of our clients. Unfortunately, most large retailers, don’t have well organized categories for their millions of products. Often they miscategorize products or have them in multiple categories making it difficult to get the data you want to understand.

Current List of Market Segments

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Product Details

The products section details SKU- level detail for all products searched for on all Retailer web sites selected from the Market Share section.

1. Popularity Index – Quickly identify the most popular products being sold for the selected Retailers. Simply check and uncheck individual Retailers and the report automatically updates with the top products.
   1. The Popularity Index is driven by the number of units sold online. Use this to identify just how much more popular one item is selling online than another. For example, an item with a popularity index of 5,361 is selling about twice as much as an item with a popularity index of 2,584.

Low Sample Roll Ups

For lower volume retailers, brands, or categories, there may not be enough sample to confidently report accurately. In these cases the system automatically rolls up (combines) the low sample items into a “low sample” group that meets our low sample thresholds.

For example in the shoes category, you can see below that there were 219 smaller brands that make up 8% of shoe sales dollar volume that as individual brands have sample too low to be reported. But combined they meet threshold as a group and can be included in measuring total market share.

Common Questions Ecom Insights Can Answer