Understand online behaviours, click by click
The all-new ClickScapes database captures up-to-date visitors and visits to thousands of mobile apps and websites to support organizations in identifying trends, targeting across channels and keeping an eye on the competition.
ClickScapes is built using aggregated and de-identified data from both mobile and home internet behaviours, along with DemoStats demographics, PRIZM segmentation and EA models. It is “Big Data” harnessed and normalized using benchmarking data, AI and data science best practices. The result is consistent, reliable and local trend information to enhance your existing web analytics and customer insights.
Understand your website visitors
Profile your website visitors and app users, and compare to those of your competitors
Track industry trends
Monitor weekly and monthly trends to track your own visits, your competitors’ and your category’s
Get actionable insights
Plan your communication strategy across media channels with richer website and app usage data
Want to Demo ClickScapes?
Learn the Digital Behaviours of Your Customers and Target Markets
Understand your customers with app and website data categorized by companies and interests. When used in tandem with other EA digital variables included in Opticks databases powered by Vividata, Numeris and AskingCanadians, ClickScapes provides a rich view of Canadians’ online behaviours.
ClickScapes leverages billions of data points to help analysts:
- Learn website and app behaviours – Use existing data with ClickScapes to understand website and app visit behaviours. Without customer data, leverage MobileScapes by selecting a preferred location to gather visit behaviours from that location to websites, apps and interest categories
- Monitor weekly and monthly trends – Track own, competitors’ and category visit trends and see how different populations compare to overall trends in Canada
- Profile website and app visitors – Develop a deeper understanding of own website and app visitors, and those of competitors by connecting ClickScapes to PRIZM and DemoStats
- Plan for omnichannel media execution – Target based on audience media preferences, improve digital media buying decisions and track campaign impacts week by week
- Access detailed trends and profile data for any defined geography – Analyze digital behaviour for custom catchment areas right down to the neighbourhood level
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
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.
No. The web behaviour characteristics that are fed into the ClickScapes modelling process are based on network traffic.
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.
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.
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.
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.
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.
ClickScapes is available at all levels of standard geography down to the dissemination area (DA) level.
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.
ClickScapes Trends, which contains weekly and monthly time periods, is updated monthly. ClickScapes, which contains quarterly and yearly time periods, is updated annually.
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
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.
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.
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Digital Behavioural Insights and Trends
Our industry experts publish timely analysis of behavioural data, opinions on industry trends and insights on how organizations are embracing big data and analytics to help you stay informed.