Jumpshot makes public some Amazon purchasing data, other digital consumer insights to marketers

A graph in Jumpshot’s new public site shows other major retailers are not shut out of certain Amazon-dominant categories.

San Francisco-based Jumpshot collects web activity data from over a hundred million devices worldwide, and then makes insights on that data available to subscribing brands.

Now, the company is making some of those insights publicly available for the first time via a new site, DigitalConsumer.com. In particular, the company said its data provides the most insights into what consumers do inside major “walled garden” marketplaces, including Amazon, Walmart.com, Target and Macy’s.

This data stream isn’t new, CEO Deren Baker told me, but making some of it available to the public is. The company still offers a more granular and complete view of this consumer data through its subscriber-based internal data service, which is updated daily.

The new site offers weekly-updated stories, plus monthly-updated data dashboard displays that currently offer graphic renderings of consumer data relating to Amazon, Marketplace, Brands and Travel. The Amazon dashboard, for instance, provides bar graphs on “Amazon’s Total Traffic and Conversions,” “Top 20 Product Purchases” or “Leading Amazon-Resistant Categories.”

Feature articles include analysis of beauty product purchases made online, and the finding that Amazon is now the leader in searches for products.

Baker said Jumpshot’s data comes from 100 million devices worldwide, whose users have downloaded free security software from partner Avast. The devices include smartphones, laptops and tablets.

Some of Avast’s hundreds of millions of users agree to allow streams of anonymized data from their devices about their web site behavior, including info about visits, searches and purchases in a flood of data that Baker said amounts to about five billion clicks daily. The users don’t receive an incentive for providing this data, and Baker said he wasn’t sure about how many users 100 million devices represented.

Jumpshot regularly compares its data with other sources to check its validity, he said, such as Expedia’s publicly available data or internal first-party data from some of its subscribing brands. In the case of Expedia and an unnamed “flagship consumer brand,” Baker said his company’s data was within 5 percent.

While market intelligence providers like comScore and SimilarWeb also provide data gleaned from massive user panels, Baker said their focus is “up a level” on factors like user engagement, while Jumpshot drills down at a more granular level on such activities as paths to purchase.

[This article originally appeared on Martech Today.]