ClickScapes

Geofence options within the ENVISION interface

What's in the database?

Choose between ClickScapes and ClickScapes Trends to access two levels of insights. Variables in both products are categorized as a Home Internet derived web behaviour or a Mobile Internet derived web behaviour.

ClickScapes data are categorized by companies and interests, including travel, financial planning, education, arts and entertainment, shopping and more
Unique visitors and visit days metrics available for each web behaviour variable
Data are updated monthly, capturing weekly trends
Available for standard and custom markets right down to the neighbourhood level
Accessible via ENVISION or project work via EA analysts

Answer key marketing questions

ClickScapes can help answer important questions to help plan your marketing strategies for omnichannel media execution. As a marketer, you'll get answers to questions such as:

How does web traffic to my website compare to my competitors’ websites?
What PRIZM segments are the most frequent users of my mobile app?
What impact did my last digital ad campaign have on the number of visitors to my competitors’ website?
How do I identify and target emerging visitor segments to my websites and apps?
Are there new competitors in my interest category that I should be aware of?

Find more information about ClickScapes, including release notes, on our community website.

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Frequently Asked Questions

What is the data source of ClickScapes?

ClickScapes is built using privacy-compliant web behaviour characteristics derived from telecom data together with demographic data including EA's DemoStats and PRIZM. Telecom data were provided to EA in an aggregated and de-identified format. No PII was provided.

Are third-party cookies used in the creation of ClickScapes?

No. The web behaviour characteristics that are fed into the ClickScapes modelling process are based on network traffic.

Is ClickScapes privacy compliant?

Yes. All of the demographic data ingredients to ClickScapes come from DemoStats and PRIZM, both privacy compliant geodemographic data sources that have been trusted for decades. The web behaviour data ingredients are provided to EA in an aggregated and de-identified form and subjected to minimum observation thresholds. The neighbourhood estimates are derived from EA proprietary models. In addition, certain sensitive web behaviours have been removed.

Does ClickScapes include smartphone and laptop data?

ClickScapes data capture web behaviours from all types of devices, including phones and laptops, however ClickScapes does not categorize these behaviours by device type. For example, ClickScapes reports how many visitors went to a particular website using any device. It does not identify visitors to a website via a laptop.

Do both home internet and mobile network data represent full national coverage?

There are two sources of web behaviour data feeding into ClickScapes. The first is a national database of the web behaviours observed on the mobile network. The second is a database of the web behaviours observed on the home internet network, which is collected from Manitoba, Ontario, Quebec and the Maritimes, an area that represents three-quarters of the Canadian population. The home internet web behaviours for regions outside of Manitoba, Ontario, Quebec and the Maritimes have been estimated using a series of machine learning algorithms that rely on observed relationships between home internet and mobile network web behaviour and local demographics.

How are datasets like ClickScapes different from survey-derived datasets?

The web behaviour machine learning and spatial models underlying ClickScapes were built using big data. Big data differs from surveys in that they are not random samples of the population but rather real sensor data collected from very large subsets of the population. We have taken these data and, leveraging our expertise with geodemographic projections and modelling techniques, incorporated known population characteristics (from PRIZM and DemoStats) to enhance our estimates and adjust for the method of the big data’s collection. In this way, EA’s traditional data have been used to make ClickScapes representative of the Canadian population, allowing for accurate, population-adjusted insights.

How far back in time do the data go?

Home Internet web behaviour data are available in ClickScapes starting from August 2020. Mobile network behaviour data go back further and are available starting from January 2019.

Can I get ClickScapes data for all levels of standard geography?

ClickScapes is available at all levels of standard geography down to the dissemination area (DA) level.

What are the differences between the ClickScapes and ClickScapes Trends products?

The main difference is the time periods for which data are available. ClickScapes contains data for yearly and quarterly time periods, reported as monthly averages (see FAQ #26 and #27), whereas ClickScapes Trends contains the same yearly and quarterly time periods as ClickScapes but adds in weekly and monthly time periods. ClickScapes Trends are updated monthly for the most current access to changing consumer browsing habits.

ClickScapes can be used for profiling website and app visitors and to gain a better understanding of the web preferences of your customers or markets. ClickScapes Trends builds on those capabilities and identifies how those profiles and preferences change on a weekly or monthly basis allowing users to identify and react to emerging trends. ClickScapes Trends licensees have access to ClickScapes.

How often is ClickScapes updated?

ClickScapes Trends, which contains weekly and monthly time periods, is updated monthly. ClickScapes, which contains quarterly and yearly time periods, is updated annually.

What does Home Internet refer to?

Home Internet is defined as web browsing activity that occurs via a residential Wi-Fi or ethernet connection using any device and can be best described as "at-home" web browsing behaviours. These are household based web behaviours

What does Mobile Network refer to?

Mobile Network is defined as web activity that occurs while connected to 5G/LTE/3G networks using any mobile device and can be best described as "away from home" web browsing behaviours. These are population based web behaviours.

What are visitors?

Unique visitors are the count of total households (for Home Internet) or total household population 15 years or over (for Mobile Network) that visited a website, app, interest category or company within the specified time frame.

Data

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What's in the database?

Answer key marketing questions

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