DemandJump releases Traffic Cloud platform to track origins of your — and your competitors’ — site traffic
The tool, now out of beta, shows traffic sources going back three levels and makes recommendations on where to spend to increase visitors.
Called Traffic Cloud, the platform has previously been tested with a couple of dozen brands in pharma, CPG, retail and e-commerce over eight months of a beta period. It maps visitor traffic to a brand’s website, so that Brand X can see the sites, blogs, search terms or social networks its visitors came from — going back three levels.
The referring data shows which traffic sources — including social influencers and types of content — generated the customers who bought the most on Brand X’s site.
With this information, a brand could, for instance, decide to spend money advertising on Site ABC, because that’s where the most traffic or the best customers come from.
Traffic Cloud also shows similar info for as many as 15 of Brand X’s competitors, so Brand X can find out, for instance, that its biggest rival is getting a ton of visitors from a particular blog, from which it gets little traffic, even though they offer comparable products. Here’s a sample screen:
Using Traffic Cloud’s suggestions as to where to focus to increase traffic, Brand X can then up its efforts to advertise, link build or take other marketing efforts on that blog or other sources.
In the beta version, DemandJump co-founder and Chief Strategy Officer Shawn Schwegman told me, the brand’s site analytics were shown in separate screens and came from third-party sources. Now, in the release version, the brand’s site data is integrated into fewer screens and comes directly from the site.
The platform’s insights can then be used by the brand in other tools to implement ad, content or other marketing efforts. The platform is currently integrated with Salesforce and Google AdWords, and Schwegman said more integrations are in the works.
Founded in early 2015, the Indianapolis-based DemandJump says that, during the beta, an unnamed client company increased its affiliate revenue by 50 percent in one month using its platform, and a specialty e-commerce retailer saw a 42 percent increase in conversions and 58 percent increase in revenue after one month.
Schwegman said DemandJump differs from most other analytics tools in that it provides a view of competitors’ traffic sources, as well as your own.