A Clearer View of Canadian Online Behaviour: Meet the New ClickScapes Dashboards
Canadian marketing and insights teams are under pressure to make better decisions, faster.
Audiences are changing, competition is strong and leaders need clear answers fast.
How do you replace the guesswork around digital performance with evidence that moves the conversation from “what do we think?” to “what do we know?”
1. Understanding online behaviour matters
Most organizations have web analytics. But web analytics only tell part of the story. They show what happens on your own site but not what happens across the wider market.
EA's ClickScapes looks beyond your digital properties. It shows how Canadians interact with thousands of other websites and apps so you can:
- Track changes in online behaviour over time
- Understand competitive pressure
- See which audiences matter most
- Make stronger, faster decisions using a single source of insight
ClickScapes dashboards give you a simple way to see how Canadians use websites and apps. You don’t need to be a data expert to get value quickly. These dashboards allow you to compare your performance to competitors and identify which audiences matter most.
Below, you can see an overview of the “Insurance - All” interest category in ClickScapes. Uncover the top 10 most visited websites in the category, along with the percentage % share breakdown of each and the top PRIZM segments that contributed website visits.
2. Spot changes early and how you compare to the competition
You can quickly see year-over-year changes in online behaviour across different industries, categories and individual websites. This helps you identify seasonality and emerging trends before they become obvious.
The dashboards also show how your website or app performs compared to your competitors. You can see where you are gaining attention and where others may be pulling ahead of you.
The Trend Analysis page shows us that when Hudson’s Bay closed its doors in Summer 2025, and visitors to hbc.com dropped off, Simons (simons.ca) and Holt Renfrew (holtrenfrew.com) saw upticks in web visitors. Holt Renfrew saw a particularly large spike during the holiday season.
3. Get to know who is behind the clicks
Just as important as the trends is understand who is driving those results. ClickScapes connects online activity with PRIZM® segments. This means you can understand who is likely visiting, not just how many people. It helps answer simple but important questions:
- Which audiences are engaging with us?
- Which audiences are choosing our competitors?
- Are we reaching the people we care about most?
Below, you can see the PRIZM profile of visits to the Simons website (simons.ca) during the holiday season (November and December 2025). The Profile tool in the ClickScapes dashboard allows you to aggregate visitation from multiple time periods together, for a more customized profile analysis. The segments above the line contributed more visits than the Canadian average.
4. Turn insight into action
ClickScapes works with our ENVISION analytics platform. Once you identify important audiences, you can use those groups to support planning, marketing campaigns and reporting through EA’s comprehensive data and interactive reporting.
The result is a shared view of the market that helps teams stay aligned and focused.
How organizations are using ClickScapes
Different organizations use ClickScapes in different ways, but common examples include:
- Retail and e-commerce: Understanding which audiences are driving online traffic and adjusting messaging to match changing behaviour.
- Financial services: Tracking competitive pressure and refining marketing efforts based on who is engaging online.
- Media and agencies: Supporting planning and measurement discussions with clear, Canadian-specific data that clients can understand and trust.
Want to see the dashboards for your categories of interest?
If you’d like to see how the new ClickScapes dashboards apply to your organization, we can walk you through examples based on your industry and market.
To see the recording of our recent webinar or to connect with an EA representative for a personalized demo, contact us here.