Measuring Your Success with new Customer Share and Basket Share Insights
In this article we take a look at our latest addition to the reporting functionality of our ads platform: customer share and basket share reporting. These two new measurements expand on the reporting available in the Customer Insights feature within Ads Manager.
As a reminder, Customer Insights provides eligible brand partners direct access to data and insights pulled from a rich and diverse data source. It provides these insights in a syndicated hierarchy with thousands of categories and sub-categories.
Now we have released new insights — customer share and basket share — to expand on the self-serve reporting functionality available to eligible brand partners. These critical KPIs help our brand partners understand the state of their business and identify growth opportunities.
Traditionally, we shared these metrics with our brand partners on a monthly basis through ICIP reports and ad hoc analysis. While these reports provided the analysis, they had no time- or product-level flexibility and were not self-serve and on-demand.
By bringing these metrics to Customer Insights, our brand partners can now directly access, measure, and track these metrics over time.
What is customer share?
We measure customer share as the percentage of unique customers who purchased from a brand partner for a given category, during a given week or month.
So for example, when a brand has a customer share of 15% in the ‘espresso’ category for the month of October, that means of all the unique customers who bought espresso products through Instacart in October, 15% of them bought from this brand.
What is basket share?
We measure basket share as the percentage of unique deliveries (inclusive of pickups) that contain products from a brand partner for a given category, during a given week or month.
So for example, when a brand has a basket share of 5% in the ‘tea’ category for the second week of September, that means of all the unique Instacart deliveries (inclusive of pickups) containing at least one tea product in the second week of September, 5% of them had at least one tea product from this brand.
What are the benefits of having access to these metrics?
By making the customer share and basket share metrics available within Customer Insights, eligible brands can now define how they want to break down these metrics and the time range they want to report on. They can also apply filters to their customer and basket share reports to really focus on what’s important to them.
Customer and basket share reports can be broken down by brand, UPC, category, and sub-category, allowing eligible brands to report on these new metrics at a granular level. They can be run on a weekly or monthly basis, for a 6 month or 26 week timespan.
Some of the questions this data can help answer include:
- How did the customer/basket share for a brand trend over time?
- What does the customer/basket share look like for a particular UPC?
- How does the customer/basket share differ by category / sub-category?
- When did a brand see its highest customer/basket share?
Like the other reports available in Customer Insights, eligible brands can save their reports and export them as a CSV file.
These new metrics are currently available within Customer Insights on the Ads Manager. Existing users from eligible brands can log in now to start building their customer and basket share reports. If you have any questions about getting access to these new metrics, or Customer Insights in general, speak with your Instacart representative.
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