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Digital Crux - Online Analytics for the Outdoor Industry

The Digital Outdoors Industry Tracker

Resonant’s DigitalCrux (DCrux) database and analytics engine was developed to provide a unique series of insights into the online performance of the outdoors equipment and apparel sector.

Instead of viewing the online world through the lens of one company and it’s closest competitors, as most digital marketers or agencies need to do, DCrux collects data on a broad set of major outdoors brands and retailers, providing an overview of the sector, but also allowing for discrete analysis of individual companies as required.

Whilst several indexes are made available for anyone in the industry to view, the detailed analysis is obviously reserved for clients. They also benefit from DCrux’s ability to pull in a clients’ Google Analytics, Adwords and Search Console data to produce a much richer information pool.

To discover how this innovative approach, with its sector-wide combination of website audits, seo and advertising analysis and competitor intelligence can put you ahead of the game, just contact us.

Resonant Launches Monthly Monitoring of the Online Outdoor Equipment Market

Elterwater looking West

In an industry that’s relatively small and fragmented, we all know how hard it is to access market-wide statistics. Despite the best efforts of a few people and organisations to share data for physical stores, there’s still limited information available. When it comes to the online world, the sector is even more poorly served, with few people looking beyond their own data and their competitors websites and search results.

To provide some useful industry information regarding online performance over time, Resonant will be publishing headline data from its DCrux database every month, starting now!

The initial datasets will include the Retailer Search Visibility Index below (a brand owner one may follow) and a Website Audit Index for both key Retailers and key Brand Owners.

Outdoors Retailers Google Visibility

If you’ve not read my previous articles that refer to the importance of ‘search visibility’ over things like average search rankings, the chart above shows the visibility in Google UK for the top 50 organic search terms driving traffic for each website i.e. the specific terms that are most important to that retailer website. A score of 100 would require top ranking for all 50 search terms. The data shown above is for the 1st of each month (DCrux actually captures this data at least every 3 days).

Obviously, 2 data points don’t tell a complete story, so you’ll have to wait a month or two to see whether Go Outdoors are really in decline and Blacks are in the ascendancy.

If you have any question about the data, please get in touch.