Audience Overlap reveals where the same users spend time on different websites on the same day. It covers all industries, powered by Web Intelligence’s extensive website categorization and global data.
This makes it a true cross-industry insights tool for understanding users’ full digital journey.
The Value of Audience Overlap
The report provides numerous insights into where shoppers spend time online.
- Broader Coverage: No longer limited to retailers - now includes media, communities, forums, streaming, travel, finance, and more.
- Smarter Media Planning: Pinpoint same-day touchpoints that drive awareness and influence purchase.
- Competitive Edge: Use overlap data to track how visibility in GenAI platforms (e.g., ChatGPT, Reddit) correlates with sales growth.
- Actionable Data: New Industry column contextualizes each site; Excel export includes website, industry, and overlap averages.
These insights are incredibly helpful for various teams.
- CPG Brand Managers can spot which media, social, or Gen AI sites shoppers also visit the same day to optimize content marketing and boost conversion.
- Agencies can profile customers by brand or category and uncover same-day media habits for sharper planning and smarter spend allocation.
- Retailers can see where audiences go beyond e-commerce to identify partnership opportunities and improve campaign planning.
- Marketers & Data Leaders from media and travel to finance and entertainment, can understand where traffic is coming from and how audiences split time.
On the lefthand menu under the Traffic Sources module, select Audience Overlap.
Once the report has loaded, select a target category and then choose a target brand to analyze. You can also leave it as all brands, to get a broader understanding of a product category and the shopper overlap with other sites.
Don't forget to adjust the date range in the upper right corner.
The Monthly Audience Overlap graph allows you to analyze overlapping between shoppers on Amazon and other websites. In the table, you can see the percentage of visitors to the selected website domain, category, and brand that also visited in the selected Amazon domain within the same day.
The report below allows you to analyze overlapping shoppers between Amazon and other websites, sorted by website overlap percentage. Use the industry column to help contextualize each site and understand from a broader perspective where shoppers are spending their time online overall.
Retail Intelligence > Traffic Sources > Audience Overlap
Insights Q&A
Let's explore various questions by role and how Retail Intelligence's Audience Overlap report can answer them.
Retailers: Benchmark against Amazon and find new campaign/partnership opportunities.
-
Q: Are Amazon shoppers in my category also considering my site?
A: Pick a category (for example, Pet Supplies) and check the table to see what % of Amazon shoppers also visited your site the same day.
-
Q: Where do Amazon shoppers go beyond e-commerce?
A: Use the Industry column to spot media, streaming, or community sites they visit. These are prime partnership or ad opportunities.
-
Q: Which media channels should I focus on?
A: If category shoppers spend time on YouTube or Reddit, lean into those channels for maximum reach.
CPG Brand Managers: Optimize content marketing, drive conversion, and benchmark against competitors.
-
Q: Which other brands are my shoppers comparing me to?
A: Select your brand in an Amazon category and check overlap with other CPG brands to see the competitive set.
-
Q: Where’s the whitespace for growth?
A: Look for high overlap in industries outside retail (like travel, health, or lifestyle) and test new content or partnerships there.
-
Q: How does audience overlap tie to sales?
A: Track changes in overlap with competitors over time and link them to category revenue shifts.
Agencies: Build shopper profiles, sharpen media planning, and allocate spend smarter.
-
Q: What’s the shopper profile for a category or brand?
A: Pick a category or brand and analyze overlap across retail, media, and community sites to build a richer persona.
-
Q: Which media channels should I recommend to clients?
A: Spot high-overlap platforms among Amazon shoppers and put them at the center of media plans to drive ROI.
-
Q: Which emerging platforms should we test?
A: Track overlap with GenAI and community sites (like Reddit or ChatGPT) to guide clients on where to experiment.
Comments
Article is closed for comments.