New Survey Reveals 84% of Marketers Lack Insights into Purchase Behaviors Across eCommerce Marketplaces

Jun 21, 2018


BEST PRACTICES SERIES

Jumpshot, a company that unlocks walled garden data, revealed results of a survey of more than 300 marketers aimed at uncovering the importance of data insights from within eCommerce marketplaces like Amazon, Target, and Walmart.com. The big takeaway: respondents indicate they lack customer behavioral data that eCommerce marketplaces do not provide, giving these marketplaces an unfair advantage over other retailers and brands—especially in the era of Amazon. 

The survey reveals that: 

  • 84% percent lack insights into buying behaviors on eCommerce marketplaces.
  • In spite of benefits, 83% have concerns about eCommerce marketplaces.
  • Some concerns include an inconsistent view of customer behavior across all eCommerce marketplaces, lack of insights into detailed buying behaviors, and additional and biased competition because of private labels.
  • Marketers evenly split on the impact of lack of insights on eCommerce marketplaces. 50% are hesitant to invest in marketplaces because of lack of insights into customer buying behaviors.
  • Lack of insights most likely to impact travel companies (63% hesitate to invest) and those who sell in more than 20 marketplaces (67% hesitate to invest).
  • Only a third think existing understanding of path-to-purchase is excellent.
  • 68% report marketplace data is not up to par with internal customer insights data.
  • 86% said it would be beneficial to understand competitors' search, path-to-purchase, and purchase data on Amazon.
  • 73% feel Amazon has an unfair data advantage.
  • While marketers have a wide range of data, they want much more. 99% would use improved purchase behavior data to improve business outcomes.
  • 78% said they would use improved purchase behavior data to diagnose if customers are buying somewhere else or are simply lost when they leave their site.
  • 95% would have more confidence in eCommerce marketplaces with better data.
  • 67% indicate the most important area for gaining insights into path-to-purchase behaviors is understanding where sales are being lost. 

The results are based on a survey of 307 marketers in the US and was conducted by Dimensional Research in April 2018. All respondents had responsibility for marketing intelligence solutions at companies that sold both directly and through eCommerce marketplaces, and worked in retail, CPG, and travel.