November 13, 2008, 12:00 AM

TNS Compete steps up focus on retail industry analytics

TNS Compete, a unit of TNS Media Group, has formed the Retail and Consumer Products practice to focus on providing web analytics related to online shopping across groups of rival retail e-commerce sites, shopping portals and search engines.

 

TNS Compete, a unit of TNS Media Group, has formed the Retail and Consumer Products practice to focus on providing web analytics related to online shopping across groups of rival retail e-commerce sites, shopping portals and search engines.

TNS Compete is increasing its emphasis on online shopping data integrated with other TNS Media units, including TNS Retail Forward, which surveys 50,000 shoppers annually to identify cross-channel shopping behavior, and TNS Sorensen, which focuses on in-store shopping behavior.

“We allow retailers to see in detail not just how they’re doing with their own metrics, but also how they relate to their rivals’ metrics,” says Matt Pace, who has been named director of the Retail and Consumer Products practice. The collected data covers Internet search and in-site shopping activity to show how consumers arrive a retail site, which features like live chat or site search they use, how likely they are to make a purchase, and if they click a store locator and take advantage of ship-to-store or in-store pick-up services. “We can show specific metrics at product category levels, showing how shoppers arrived at a site, how active they are within a category, and how many are converting in each category,” Pace says. “We also show how soon shoppers buy after engaged by a retailer.”

TNS Compete gathers clickstream data from about 20 sources, including Internet service providers and its own panel of 2 million consumers who browse the web using Compete’s toolbar, which forwards to Compete clickstream data on every web page panel users visit. The company combines that data with demographic data on each user including age, sex, household income and geographic location by ZIP code.

For retailers targeting specific groups of consumers by shopping interest, TNS Compete will gather clickstream data on sites likely to be visited by a particular consumer group. It then shows online marketers as well as retailers the sites in a market niche that are most effective at attracting and converting browsers to buyers, Pace says.

TNS Media Group is part of Kantar Group, which is a wholly owned subsidiary of marketing and communications conglomerate WPP Group plc.

 

 

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