Sponsored Solutions Data Insights: Audience Insights
Get in-depth analysis of your store audiences’ demographics, price sensitivity, and purchase power—easily compare against your category and overall Lazada platform benchmarks.
1.What kind of insights does the Audience Insights Dashboard provide, and which Sponsored Solutions is it based on?
Audience Insights Dashboard provides insights on your Store Visitors' demographics and purchasing habits. You can also see how your store audience profile compares to other Stores within your category, or the overall Lazada platform.
The dashboard pulls insights from the combined data of the following solutions:
Sponsored Discovery
ASA Sponsored Affiliate (ie. Sponsored Affiliate campaigns that were set up and ran via Lazada Seller Center, or Lazada Sponsored Solutions Center)
Sponsored Display campaigns that were set up via Lazada Sponsored Solutions Center
It does not include data from:
AMS Sponsored Affiliate (ie. Sponsored Affiliate campaigns that are created and managed via Marketing Solutions Portal)
Sponsored Display campaigns that were booked via offline methods (ie. not through Lazada Sponsored Solutions Center)
·What is the definition of TGI used in Audience Insights data?
TGI is calculated based on:
- vs Platform: % of a target group for this seller / % of a target group in whole platform * 100
- vs Category: % of a target group for this seller / % of a target group in whole category * 100
For example, Store A has Male store visitors of 60%, while the Male store visitors of the overall Lazada platform is 40%, and the Male store visitors of seller A's main product category (Only in seller A's venture) is 50%.
TGI VS Platform: 60%/40%*100=150.
TGI VS Category: 60%/50%*100=120.
2.What is the definition of 'New Buyer'?
New Buyer refers to shoppers who did not purchase from your store for the past one year (365 days).
For example, if a buyer who previously purchased from your store 1.5 years (548 days) ago makes a purchase on your store today, they will be recorded as a New Buyer.
3.How are the Purchasing Power & Price Sensitivity defined?
The purchasing power & price sensitivity segments are generated from backend algorithm based on a couple of metrics including order frequency, price of the products purchased, total orders placed by the consumers, as well as the browsing records & behaviors of the consumers.
4.What is the definition of 'Category' in the category comparison feature (eg. vs Category)?
This is the main product category your store is classified under, such as Toys & Games.
To find out which product category your store belongs to, you can refer to your Store Page -> Profile -> Main Category.
For more information on store main category, please refer to:https://www.lazada.com.ph/helpcenter/seller-main-category.html?spm=a2o4l.10450891.0.0.73cb7851TsLIpj
5.Can I select a customized date range?
For the time being, date ranges can only be selected for: Yesterday, 7 days, 15 days, and 30 days ranges.
Visit your Sponsored SolutionsReport & Insights– Audience Insights Page here.
