Keep an account of the ever evolving consumer landscape

Trends is a free to use offshoot of consumr.ai. This URL can be access by anyone around the world and it can be accessed from a desktop, laptop, tablet and a smart phone. This platform presents to you a total of 400+ cohorts and their shift in trends every week. This allows a user to select a country and a category to view, track and compare cohorts. These cohorts are derived from anonymized 3rd party data of millions of users on the internet.

What are cohorts in consumr.ai?

In simple words, cohorts mean a group of people that can be defined with a common attribute, that becomes the name of the Cohort. And in terms of consumr.ai it means the same. Audience platforms like Snapchat, Meta, Google, Pinterest, Tiktok etc classifies there user base in to 3rd party audience segments like demography, interests, behaviors and a lot more. Each of these platforms name their cohorts differently even if they have the same behavior, on platform. For example one plaform can have a segment called "Automobiles" while the other can have a segment called "Cars". They both mean the same, yet called differently. There are approximately 400 cohorts in consumr.ai. Approximately, because we constantly try to make the cohorts more relevant and keep them updated as per the changing clusters of the platforms.

Since consumr.ai understands data signals from all these platforms it is a must to have a common taxonomy to map all these segments together and define if some are common and others, unique. The cohorts you see on trends.consumr.ai are the common taxonomy built and owned by ProfitWheel that maps audiences of all the platforms and ties them as one. Once every seven days, the consumr.ai engine gathers data signals across all platforms to update the audiences from all platforms. For now, trends only show data from Meta ecosystem.

How do I login?

This is the easier part. Go to any browser on your laptop, desktop, tablet or smartphone and type in: https://trends.consumr.ai.

There are 3 ways to log in to this platform. Its free for all, so you don't need to subscribe.

1. Use your official ID: The first option is to enter you official email id and get a secure code mailed to you. This secure code stays valid for 7 days, after which you will have to login again. It's is not inconvenient at all, and if you don't want to use your personal ids, this may be the best way to login.

  1. Sign in with Google: Don't have a lot of time? Everyone has at least one Google id now a days, especially if you are using Chrome or Android devices. Click on Sign in with Google and authorize our app to login. As simple as that.

  2. Sign in with Facebook/Meta: Don't have time and a Google Account? Well, you are the not the only one. Try using your Facebook account instead. The process is as simple as Google. Click on the button "Continue with Facebook", authorize our app and you will be on your way.

How do I start?

Now that you have taken care of the login page. You can relax for 7 days, for you can directly come to home page the next time you use https:// trends.consumr.ai. Your home page and the only page of the product will look llike this:

Alternatively, if you ae logging in with your cell phone, it should look something like this:

At the top you will see 3 dropdowns:

Select a Country

The first field is 'Country'. The platform understands the IP you are logging in from and defaults to it. However, you are free to change the country to what you like. Please ensure that you select a country where Meta ecosystem is allowed and where the population of audience on Meta is significant. For example: You won't get great insights if you select a country like "Bhutan" or "Vatican".

Select a Category

The second dropdown called, "Categories", is a filter for your Cohorts. Each cohort is carefully organized in to Categories, that are logical. If you are having a tough time trying to find your cohort, apply the category filter to reduce the number of cohorts and find your match.

Select a Date Range

Cohorts are based on audience engagements and interactions on different platforms (in this case Meta). Hence even though all data is real time, it is captured over a period of time. So if you want to see the trends that changed over the last 7 days or 30 days, you have the option to select one of the options here and get the data that has shaped over that period of time.

Following the dropdowns, you have 3 cards that contains the list of all the cohorts and its performance for the selected date range.

Top Cohorts

This is the first card that ranks all the cards based on the audience size. In most case Cohorts like 'Facebook' and 'Online Shopping' will show in the first 3. However, things start to get interesting beyond these top 3 ranks. The arrow next to the rank show if cohort has gained rank in the selected period or lost it. The size colum will show you a rounded audience size and Delta would mean the change in audience size as compare to the previous similar period. A rise in delta would not mean that a cohort should also rise in rank. Similarly a fall in delta would not mean that the rank of the cohort should fall.

Top Gainers

As you can see in the screenshot, this card is also same as the Top Performer card. You read it the same way too. However, the fundamental difference between this card and the Top Cohorts card, is that this one is sorted only based on the cohorts that have positive delta, irrespective of their overall rank. This card ranks the cohorts separately based on their gain in audience size. In the screenshot above, it is clear that Study International has gained the highest, but in top cohorts it ranked 217. T

This means that even though it is not the top cohort, it still has seen a jump in audience due to a special assignable cause. Its a good enough thought starter for a curious mind and an exceptional marketer to go fishing for this cause and catch a topic that can be leveraged for the brand.

Top Losers

This card is the opposite of Top gainers. To be read the same way as Top Gainers and Top Cohorts. However, this also gives you a scent of cohorts that may be top overall but are losing audiences. This again begs to question the root cause of the loss and whether it needs more investigation.

In the next section, you will see how you can investigate this further within the platform.

Now that you have understood the 3 data cards. There must be an obvious question playing in your head, "if some cohorts are top gainers and/or top losers what is the trend? Have they been losing consistently or is it just a blip?

To get the answers to these questions, simple hover over any cohort and watch a small line graph icon pop up. Click it and it will take unveil a trends chart that shows how it has been performing at keeping the audience engaged.

As you can see above that Study international was the top gainer, but it seems that its prime is over. March to August 2023 was a period of high interest. So logic states that perhaps this spring and summer too, you can expect the trend to pick up, but the results for 2024 seem underwhelming. Looks like the graph has flatlined, only to see that it is a top gainer. Could this mean that it is getting a jump start a little late this year? I guess you will have to wait and watch next week and if it is amongst the top gainers again, it might be a cohort of interest for international education industry of Canada.

Viewing and observing one trend line is enlightening. But what if you could compare 2 cohorts to build a referencial zone of relativity. This means for example if my primary cohort is wine, can you compare it with individual alcohol types , let's say..... Beer and see what it conveys?

The Purple line chart is Wine that shows a dip in recent times. Also it shows numerous peaks and valleys. On the other hand, beer has been constantly and gradually growing. It is more stable that wine, though it has lower audience size than Wine.

Can I build a custom cohort?

Custom cohort is a feature where you can easily add a category and cohort of your liking and track it week on week and month on months. However, this is not available to all. You will need to fill up a form to evaluate your profile and once it is approved, our team will connect with you and share all the details you seek.

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