Have useful and abundant information about the competition is (or should be) a key objective of any eCommerce, something that can make the difference between the success or failure of a business. However, obtaining reliable data on the companies that threaten to take your customers is not easy or fast. For this reason, proposals such as netrica are so attractive: an idea launched on the market in March 2017 to offer managers in the online sales sector some of the main parameters of their competitors and that has the support of Netquest as the main guarantee.
To learn a little more about her, and about her future plans, we talked to Joan MiroProduct Marketing and Sales, Iberia & Latam, of Netrica.
Interview with Joan Miró, Netrica
Netquest has more than 15 years of experience in the market. What is the relationship between Netquest and Netrica? How did you come up with the idea to launch Netrica? Because right now?
netrica is a Netquest productwhich arose from the idea of taking advantage of the Netquest opinion communities in Spain and Latam to, apart from conducting regular online surveys, track online browsing on multiple devices by the same collaborating panelist.
How does Netrica work inside? How do you obtain the data that you offer on each of the websites?
are a good mirror of the internet user population of Spain. We have taken as a reference the data that recognized entities such as the INE and studies such as EGM specify on the composition of the online population in Spain. On the other hand we have calibrated the resulting data with some of the most important sites in Spain.
At what level of segmentation do the data you have on each ecommerce reach? (on gender, social class, area…)
By sex: man and woman. By age: 15-24, 25-34, 35-44, 45-54, 55-64, 65-74. By social class, for the time being the old classification of 5 sections of the AIMC, although we will change to the current one of 7 sections. By geographywe can have data at the CCAA level.
What reception has Netrica had in these first months?
We are happy. There is a big data demand for decision support in eCommerces, and we want to be the reference tool for this need.
What kind of customers does Netrica target?
Netrica addresses “transactional” online players. Websites and apps that live off income from users/visitors from sales or subscriptions: multi-product/generalist eCommerces, specialist eCommerces (in fashion, pharmacy, toys, books, electronics, food, etc.), online services (travel reservations, restaurants, coupons, games and bets, etc).
What is the difference between your free version and the paid version? What kind of payment plans do you offer?
The free version offers some more linked to traffic (visits, page views, bounce rate, time per visit, channels of origin of visits) and general rankings in each country.
Netrica is contracted under subscriptionthe amount of which depends on multiple factors (the sector about which you want information, the desired KPIs, the duration of the subscription, the number of sites -in the case of large groups with multiple ecommerces…)
What is your goal for this first year of life?
Start up Netrica in Spain and the main Latam countries (Mexico, Argentina, Colombia, Chile and Peru), and consolidate ourselves in each market as the local reference source for eCommerce data at a global industry level and in particular of the main players in each country.
Where do your expansion plans go? Who are your competitors worldwide?
The truth is that we are creating a new product category. Currently there is no measurement of electronic commerce in the terms in which we are considering it in Netrica -a continuous, multi-device measurement based on online consumer panels. The expansion plans will go through extending the current product from Spain and Latam to the rest of the world. To do this, it is essential to be able to have this momentum.
With this tool in hand, you have a huge source of data on eCommerce in our country. Has there been any parameter that has surprised you? Any online store that is doing much better (or worse) than you expected?
I was particularly surprised whose mobile app is clearly the most used in eCommerce in Spain.
Which sectors of our eCommerce register the best traffic data?
Definitely, the multi-category sector (general eCommerces, not vertical): Amazon, El Corte Inglés, etc.
Let’s do a futurology exercise: what headline about Netrica would you like to read in Marketing4eCommerce in a year?
“Netrica: the secret weapon of the eCommerces that most significantly improved their results in 2017”
How to use Netrica
Do you want to know more about Netrica? Discover the keys to this tool for your business in this analysis by Ruben Bastón:
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