Visitors Analytics

Visitors Analytics helps you understand the consumer base visiting your locations, competitor locations, and the wider market.

It presents demographic and psychographic data that describes who those visitors are and how that audience compares to broader populations.

Visitors Analytics is available in:

• Location section ➡️ Location Visitors tab
• Brand section ➡️ Brand Visitors tab
• Market section ➡️ Market Visitors tab

How the Visitors Tab Is Structured

Across Location, Brand, and Market views, the Visitors tab presents audience data using a consistent set of controls and visualisations.

At the top of the view, users can configure:

• The metric being displayed
• The dataset being analysed
• The population reference used for comparison

Metric Selection

The first dropdown controls how visitor representation is measured.

• Visit share: The percentage of visitors that fall into each demographic or psychographic group
• Visitor delta: The difference, in percentage points, between a group’s visit share and its representation in a reference population

Dataset Selection

The second dropdown controls which visitor attribute is being analysed.

Available datasets include:

• Age
• Commute
• Education
• Homeownership
• Income
• Industry
• Psychographic segments

Changing the dataset updates the distribution to reflect the selected attribute while keeping the same metric and comparison context.

Population Comparison

The third dropdown controls the population reference used for comparison.

Users can compare visitors against:

• Nation
• State

When a population reference is selected, visit share can be interpreted relative to that population, and visitor delta becomes available, showing the percentage point difference between the visitor mix and the chosen baseline.

Visitor Distributions

The main visualisation shows distributions of visitors across the selected dataset.

Depending on the configuration, charts and tables display:

• Share of visitors by group
• Percentage point differences versus the comparison population

These distributions make it easy to identify which groups are most prevalent and which are over- or under-represented.

Psychographics

Psychographics group visitors into predefined consumer segments that reflect lifestyle, affluence, and behavioural characteristics.

For each segment, Almanac shows:

• Share of visitors
• Indexed or delta-based values relative to the selected population reference

Psychographics are available consistently across Locations, Brands, and Markets, allowing direct comparison of audience profiles at different levels.

Location Visitors

Where: Location section  ➡️  Location Visitors tab

This view explains the audience visiting a specific location.

• Distributions show how visitors are split across selected datasets
• Comparisons highlight how that audience differs from competitors or the surrounding market

Brand Visitors

Where: Brand section  ➡️  Brand Visitors tab

This view aggregates visitors across a brand’s locations.

• Distributions describe the brand’s overall audience composition
• Comparisons reveal how the brand’s visitor mix differs from state or national populations

Market Visitors

Where: Market section  ➡️  Market Visitors tab

This view describes the audience profile of an entire market.

• Distributions show how visitors within the market are represented across datasets
• Comparisons provide context against broader population baselines

Why This Matters

Visitors Analytics helps teams understand who their customers are and how that audience compares to the wider population.

• Identify dominant audience groups
• Spot over- or under-represented segments
• Compare consumer bases across locations, brands, and markets