Meet Alert: Customer Analytics Edition
Alert is a monthly customer intelligence report produced by Buxton, the global leader in retail customer analytics. It delivers relevant insights and recommendations straight to your inbox so you can make smart decisions.
Learn how to interpret your Alert so you can arm your team with an action plan for success.
Fast Facts
Time Period
Each alert reflects the most recent complete month of data. For example, the alert you receive in January will reflect what happened in December.
Data Sources
Alert pulls exclusively from Buxton’s data sources. This includes aggregated consumer behavioral data, Mosaic consumer segmentation data, and brand and shopping center location data.
Customers
A customer is defined as an observed visitor.
Locations Included in the Analysis
Buxton includes locations that we can track. Some locations may be excluded due to insufficient sample sets of data for analysis or a lag in adding new locations to our database.
Data Update Frequency
Consumer behavioral data calculations are updated every month. Location data is updated approximately once per month, but it may take a few months for new locations to appear in our database for tracking.
How to Interpret Your Alert
Section 1: Your Customer Profile
Mosaic Segments
The top Mosaic segments listed are selected based on aggregated visitors observed at your locations. Within your brand’s top segments network wide, we identify the five segments that are observed most frequently.
Meta and Google Audience Attributes
The Meta and Google Audience Attributes listed here reflect the top attributes that are highly represented across your top five segments network wide and that are available to target when creating custom audiences on Facebook or Instagram.
Section 2: Deep Dive into Your Store Level Analytics
File Downloads
Access comprehensive insights across every store location, including detailed analyses at the market, state, and regional levels, through our easy-to-use Excel (formatted) and CSV (raw data) file downloads.
Enhance these insights by incorporating your own internal data, allowing you to focus on what truly matters to your business. Discover untapped opportunities by filtering data points that are most relevant to your marketing efforts.
Utilize this tailored data to effectively target your advertising campaigns on Meta and Google Ads.
Segment Details
On pages 2–6, find out more about the types of customers that fall into each one of your top segments.
Segment Definition and Population
Each page provides detailed information on the segment as well as the share of customers that fall into it.
Top 10 Google and Meta Ad Attributes
This section lists the top ten attributes associated with each segment to target in both your Meta and Google ad campaigns.
How They Want to be Marketed To (Ranked)
Insight into each segment’s preferred marketing channels is provided to help guide your overall strategy when targeting that group.
Where They Are Concentrated in Your Markets
This section breaks out the count of customers within markets where you have a brick-and-mortar presence.
Customer Loyalty
This section provides insight into where there is customer overlap between you and your competitors as well as where there is opportunity to capture customers showing up more frequently at competitor locations. We recommend that you download the accompanying All Mosaic and Audience Details file for more information about each customer segment listed and how to reach them.
Each of the three customer loyalty categories includes tips on how to engage customers in that category, an estimate of the number of consumers that match the category’s associated Mosaic segments, and an estimate of the number of consumers in your location trade areas that match the category’s associated Mosaic segments. This helps you to assess the size of the opportunity when marketing to these groups.
Highly Loyal
These segments represent your customer groups that are not commonly shared with your competition.
Battleground Customers
Battleground customers represent your brand’s top segments that have been consistently observed at both your stores and your competitors’ locations.
New Opportunity
Customers that are within your brand’s network-wide segments and are observed at competitor locations most frequently.
Other Frequently Asked Questions
How is the competitor set defined?
Competitors are selected for your Alert based on industry tags in the Buxton database. These tags are intended to capture both industry categories and similarities in customer base. For example, a Tex-Mex restaurant may not traditionally view an Italian restaurant as a competitor, but if the two brands are both casual dining chains that target similar customers then they could be classified as competitors in Alert.
Why aren’t all of my locations listed?
Buxton includes locations that we can track. Some locations may be excluded due to insufficient sample sets of visitor data for analysis or a lag in adding new locations to our database.
I noticed a closed location on the list. Why would a closed location appear?
There can be a lag in Buxton being notified of closed locations, which means they will continue to show up in our database until our next data update. If you spot a closed location that should not be appearing, please contact alert@buxtonco.com. Requests for removal received prior to the 15th day of each month will be reflected in the report provided that month; requests received after the 15th day of each month will be reflected in the following month’s report.