Jumpshot is a San Francisco-based data analysis company that assists marketers in understanding their competitors’ web traffic. Its CEO Deren Baker, a speaker at the Global Online Classifieds Summit in Miami this June, says he began his career as a product manager for Travelocity and has been using data to make decisions for years. He was approached by Jumpshot’s early investors to lead the company and says after looking at the nature of the data, he jumped – pardon the pun – at the chance to become involved.
The company boasts one of the largest consumer panels in the industry, spanning more than 100 million people and covering the retail, travel, media, ad tech, personal finance and health care industries. Jumpshot offers its clients packages that include: site analysis, audience analytics, campaign effectiveness, marketplace reports and key word conversions to help them better understand their competitors.
“We can analyse over 160 billion clicks per month from over 100 million unique people, which spans desktop and mobile,” Baker explains. Other solutions only have access to a fraction of the data that we do, and for the most part, can only analyse traffic to and from different points on the internet. Marketers are interested in understanding the entire customer journey, and we can provide those insights.”
Through analysing the clickstream activity of its panel, Jumpshot can determine user habits and their inclination to buy particular products. For example; Baker says visitors to The New Yorker are six times more likely to search for a Tesla on Cars.com whereas visitors to the Washington Post are 50 per cent more likely to search for a Mercedes or Cadillac.
Following the 2017 Super Bowl, Jumpshot were also able to determine that Audi saw a 35 percent increase in Google searches following its Super Bowl ads, but traffic to the car company’s “Find a Dealership” page decreased by 35 percent.
Baker says the company is going from strength to strength; in 2016 Jumpshot partnered with some of the world’s premier publishing, marketing and consulting brands and there’s more buzz coming in 2017.
“This year we will publicly announce we’re helping some of the most historic organisations learn more about their customers, create more personalised campaigns and ultimately, be more successful,” he says.
“We’ll also be rolling out four unique products that will help our partners understand their markets and customers better.”
And those attending the Global Online Classifieds Summit in Miami will gain more of an insight into consumer behavior on leading classifieds sites.
“I’ll be walking audience members through the customer journey of searching for jobs, cars and homes on today’s leading classified sites. How does search behavior differ on Craigslist versus Cars.com? Is one site better at converting customers than the other? We’ll be answering questions like that across sites including eBay, Craigslist, Zillow, Cars.com, and many more.”