Journey Insight 101: How to use journey intelligence

Journey Insight represents a new class of customer journey analytics: journey intelligence. It combines market-level visibility, lifecycle analysis, and competitive context into a single platform.

By analyzing digital journey data from millions of customers in 300+ markets, Journey Insight shows where people research, compare, decide, use products and seek support—and how those patterns differ across competitors.

For most brands, 70–90% of a customer’s purchase evaluation happens outside of their owned channels. Much of that journey occurs before they ever visit you, and often ends without ever reaching your site at all. Decisions are shaped by search results, competitor content, comparison sites, reviewers, social discussions, and brand alternatives you can’t measure with first-party tools.

Traditional marketing and customer journey analytics only show a few pieces of the puzzle; Journey Insight fills in the rest.

Without visibility into competitor journeys or market dynamics, it’s impossible to know:

• Where you’re winning or losing users

• Which upstream influences matter most

• How competitors engage customers earlier

• What friction points push users away

Journey Insight reveals the entire customer journey and the market forces shaping it. Teams can make faster decisions, align strategy with real market behavior, and uncover growth opportunities hidden from traditional analytics.

With such a powerful, AI-driven platform and never-before-seen cross-market insights, the potential applications are limitless—but to start exploring those possibilities, you need somewhere to get started.

Journey Insight has a robust set of Market Research Reports. Explore these curated dashboards with interactive data visualizations, or simply use Insight Copilot to ask questions about your brand, competitors, or overall market.

Domain and brand search gives you immediate visibility into the competitive landscape around any brand—whether that's yours or one of your competitors.

By searching for a domain, you can see all markets in which that brand appears, the companies they compete against, and how widely their digital footprint extends.

This feature is particularly useful when evaluating unfamiliar categories, researching new entrants, or validating how well a brand is positioned within a market.

Most teams rely on assumptions or incomplete industry lists when analyzing competitors. Journey Insight replaces guesswork with impartial, behavior-based market placement grounded in real user journeys.

Insight Copilot transforms Journey Insight into an on-demand research partner. Instead of digging into dashboards or stitching together multiple reports, you can ask natural-language questions and receive clear, contextualized answers supported by charts, comparisons, and narrative summaries.

There's no need to overload your analytics team with an endless stream of exploratory questions or wait for deep dives to interpret data. Insight Copilot accelerates decision-making by making complex market intelligence accessible to anyone, helping marketers, CX teams, and strategy leaders answer critical questions in seconds.

Customer Engagement provides a market-level view of how many users each brand reaches, how deeply those users engage, and how traffic patterns compare across the competitive set. The Web Traffic report in Journey Insight provides volume, audience scale, session activity, event intensity, and engagement depth—all anchored to real customer behavior.

Website analytics can tell you how your traffic performs, but they can’t show how that performance compares to competitors.

Journey Insight reveals the true scale of the market, enabling you to benchmark your position, identify rising competitors, and understand whether shifts in your analytics reflect market trends or brand-specific changes.

The Market Categories report shows how users move across product or service categories within a market. It highlights category overlaps, where customers divide their attention, and how category-level traffic flows shape competitive dynamics.

Modern markets aren’t siloed; users often compare multiple products, adjacent solutions, or alternative offerings during evaluation. Understanding category interactions reveals whitespace opportunities, convergence trends, and which categories present the biggest threat or growth potential for your brand.

This report uncovers how loyal users are to specific brands, how frequently they return, and where they go when they explore alternatives. You can identify exclusive audiences, multi-brand usage patterns, and crossover behavior that signals switching or comparison activity.

Understanding when users switch, compare, or split their time between competitors helps you pinpoint retention risks, isolate strong loyalty drivers, and identify acquisition opportunities where your competitors are vulnerable.

Market Concentration reveals whether a market is broadly competitive or led by a small number of dominant players. It measures share of attention, audience distribution, and competitive balance.

This helps your team distinguish between markets that reward innovation versus those requiring differentiation against well-established leaders.

A highly concentrated market requires different strategies than a fragmented one. Knowing whether you’re fighting incumbents or tapping into white-space can dramatically change your approach to investment, acquisition, positioning, and messaging.

Focus & Reach helps you assess market penetration. See whether users concentrate their activity within a single market or spread their attention across multiple adjacent markets. It highlights how broad or narrow user engagement is and which brands draw the deepest vs. widest audiences.

A highly concentrated market requires different strategies than a fragmented one. Knowing whether you’re fighting incumbents or tapping into white-space can dramatically change your approach to investment, acquisition, positioning, and messaging.

Journey Analysis visualizes where users were before they arrived at a brand, where they went afterward, and how they moved across competitors and categories. It allows you to connect search terms, referrals, campaigns, and navigation patterns into cohesive flows.

Traditional analytics start at your front door—Journey Analysis starts long before that, and follows customers once they leave your space, too.

Understanding upstream influences helps you identify missed opportunities, discover key referrers, and see how early-stage perceptions shape outcomes. Downstream behavior reveals retention risks, conversion barriers, and competitor strengths.

Campaign Research reveals the actual footprint of marketing campaigns across your market. It shows which channels brands rely on, how diversified their campaign mix is, and which sources drive the most engagement using UTM tags and other data sources.

You may know your campaign strategy, but competitors don't typically share theirs. This feature uncovers where and how your competitors market themselves, which channels produce the biggest reach, and how your campaign footprint compares across the wider user journey.

With the Customer Lifecycle report, analyze how users move through different behavioral stages—from initial search-led discovery, to cross-shopping, to repeat engagement and loyalty. These insights are based on real digital behavior, not modeled funnels.

The Customer Lifecycle analysis is ideal for teams across your organization, including marketing, customer success, and support.

See how users behave during early discovery, when they compare competitors, and when they return to help you shape more effective acquisition, engagement, and retention strategies.

See audience-level behavioral analysis with the Customer Behavior report to analyze how different user types (light, medium, heavy, multi-brand) interact across the market. You can explore metrics like session behavior, event patterns, return frequency, and intensity of use to extract valuable insights and actionable recommendations for your brand.

Not all customers behave the same way. Some compare constantly, some return repeatedly, and some exhibit high-engagement behaviors that signal deeper value. Understanding these segments helps you refine audience strategy, identify high-value users, and benchmark engagement quality.

Journey Insight features more than 300 markets and continues to grow with input from our users.

Users in the Premium and Enterprise plans can request the creation of new, custom markets. Define the exact set of brands you want to compare and our expert consultants will configure and process the new dataset.

Whether you’re analyzing a niche segment, modeling a hypothetical competitive landscape, or preparing a pitch, custom market creation enables flexible, scenario-based analysis based on real user behavior.

Free and Professional users are welcome to submit requests for the creation of general new markets. Our team will evaluate the scope and usability of the market to determine whether or not it will be added to the platform.