The Verto Glossary: Competitive Cohort

As part of our monthly Verto Glossary series, we define an industry- or Verto-specific term, in an effort to make our content and the consumer-centric measurement more useful and easier to understand. In our last post, we discussed incremental reach. Now, we take a look at competitive cohorts.

What is a competitive cohort?

A competitive cohort is the share of a brand’s audience (or user base) that also uses a competing brand within a specified time period – typically within the same month. For example, in a recent chart of the week, we looked at the share of online shoppers who had used Amazon at least once during the month of October 2017. We then looked at the competitive cohort for three other competing e-commerce brands to see what percentage of Amazon shoppers had also shopped at Walmart, Target, and Kroger during that same month.

Our findings revealed that 58% of all Amazon shoppers had also visited Walmart’s online store, while 31% of Amazon shoppers had also visited Target’s online store during the same period. Note that these numbers vary when we change the target brand. In the same e-commerce example, when we shift our focus to Walmart shoppers, we can see that 94% of all Walmart shoppers also shopped on Amazon during the month of October 2017. This audience or user base overlap constitutes the target brand’s competitive cohort.

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