Market Insights (MI)
Insights are a crucial in creating and implementing marketing campaigns. Marketing insights are collections of data that provide marketers with valuable information on the needs of the brand's target demographic.
Market Insights helps advertisers understand their Share of Voice (SoV) and investment in digital shelves in a whole new way, allowing brands to track SoV as the single and uniform metric to track business health across retailers.
It differs from regular data science as it just does not provide numbers the conclusions; marketers can make based on these sets of data, such as which times of year are best for business or which demographics are most likely to engage with their good or service.
Benefits of MI
Market insights can be used to:
Develop marketing campaigns and pricing strategies
Measure current performance against market potential
Monitor brand awareness and customer sentiment
Utilize previous buying patterns or behaviors to offer customized interactions or predict future actions
CIQ Market Insights – Key Features
Identify and track important Digital Shelves
Automatically group related keywords together into the market hierarchy
Understand volume ranks
Drill down different levels for identifying SoV and advertising spend
Track top competitors and drivers of SoV
View SoV on shelves side-by-side along with top competitors in each shelf
Identify emerging threats
Drive SoV-aware advertising
Analyze the market and identify opportunities
Discover trending shelves and keywords
Create a SoV landscape chart against competitors through customized 2 x 2 bubble charts
Plot share and ad metrics to understand performance across shelves
*Track Search Rank of any SKU (Feature Comic Soon)
Track the average organic search rank of SKUs over time on first page of important keywords
View against ad investment trends
Allocate ad dollars to drive incremental sales
Market Insights will be available for all major US retailers for CIQ-A customers
CIQ Market Insights – Highlights
CIQ Market Insight is available across Omnichannel, and not just Amazon
CIQ categorizes the market based on search terms, not products. This allows you to better understand your share of consumer demand.
Example: Consumers searching for “Cat Calming Pheromones” often buy “Cat CBD Treats” instead. In traditional product-based hierarchy, these would have been two separate categories. However CIQ's Market Insights recognizes these as part of the true “Cat Behavior” digital shelf.
CIQ measures True SoV and not just Share of Search
Other providers report an unweighted share of search for individual keywords
CIQ provides total SoV weighted by keyword traffic and organic rank. Organic Rank #1 and Organic Rank #20 are not equal – Top 3 organic ranks capture 40-50% of all clicks!
CIQ's Market Insights tool can be accessed located in the Digital Shelf section.
Navigation Layout
Navigate to My Workspace > Digital Shelf > Market Insights
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