logo_img
cover_img
1010data Ecom Insights
User Guide

Welcome from the Ecom Insights Creator


Welcome and congratulations on your purchase of 1010data’s Ecom Insights!

Our mission is to use data science and analytics to help consumer brands better serve their customers.

Ecom Insights is the industry's first and best competitive e-commerce analytics tool powered by directly measured purchase behavior from millions of online consumers. The tool has been built specifically for manufacturers, providing rich, actionable visibility into online consumer shopping behavior. Through our tooling, manufacturers can now quantify things such as:

  • What is my online market share?
  • How much are my competitors selling online?
  • What products are consumers most interested in?
  • What are the top selling products on Amazon, Walmart and other sites?

1010data has developed a panel of millions of Internet users with a digital meter that sits on their computers. Through this meter 1010data is able to anonymously track the consumers' online shopping and purchase behaviors. The result is a sampling of where consumers are going online and what products they are buying. This sample is what is used to create the metrics you see in Ecom Insights.

Our sincere goal is help your business grow and we truly see our relationship with you as a partnership. We are grateful to have you as a partner and will do whatever it takes to ensure you receive the benefits and value you expect from our products. We look forward to working, learning, and growing together.


To Your Success,

Aaron Mendes

Creator, Ecom Insights & VP Product

Table of Contents


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.

Market Share


market_share_img

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

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


Some of the most popular questions companies are answering with Ecom Insights include:

Where is the growth coming from?

What is my share of consumer interest?

Is consumer interest growing?

What is my share of dollars?

What are the top selling products in my market?

What are the top selling products at each retailer?

Which retailers are growing in which categories?

How well are retailers performing within agiven category?

Which retailer is most effective at translating consumer interest in to sales?

Did a promotion actually drive an increase in sales, or did it just cannibalize another retailer’s sales?