01Spend & place
The baseline
How much, and how often, a household’s activity clusters around a product category. Every profile is built on top of this.
Shoppers don’t announce what they’ll buy next. Behaviour says it first.
CohortPort builds retail and FMCG audience segments out of ordinary digital behaviour — what people read, compare, search for and where they spend their time — and models it into forward-looking propensity. No panels. No declarations. The output arrives as advertising IDs, in the platforms you already buy on.
- Taxonomy
- Six category pillars
- Signal
- Observed, not declared
- Recency
- Measured in days
- Output
- Activation-ready IDs
Signal field — model view
Pillar
Cohort
Qualifier
Resolving
01Approach
A survey records what people say. We read what they do.
Stated-preference research asks a panel to describe itself, then freezes the answer for a quarter. Behaviour doesn’t hold still that long. We work from the signals people generate in the ordinary course of being online, and let the model keep up with them.
Dimension
The survey model
The CohortPort model
Source
What respondents say about themselves
What people actually do online, and the places they go
Freshness
Fixed at fieldwork, rarely refreshed
Timestamped signals, rebuilt as behaviour moves
Framing
Static category labels, no time dimension
Interest, frequency, in-market and intent — each with a date
The need
A remembered one
The here-and-now one, for a specific category or brand
In short
Propensity, not declaration.
02Method
How a profile gets built.
Nobody hands us a shopping list. We assemble one from the traces people leave behind, then model what those traces imply about the next few weeks. Three streams of signal, then a model that correlates them — each stream weak on its own, and specific once they agree.
02Places & visits
Where people go
Device-location signals that identify repeat visits to places relevant to a category, and how often those visits recur.
03Browsing & search
What people look up
The subjects people read about, compare and search for — measured by pattern and frequency rather than by any single visit.
04Correlation
Where they agree
Visit patterns, spend, site interaction and search history are correlated against each other into combined online and offline segments. Where they agree, the model assigns a likelihood to buy within a category.
Output
The dataset resolves to specific advertising IDs, usable across most of the technologies on the market. Segments are rebuilt continuously as behaviour moves.
Recency
Days, not months.
Refresh cadence varies by topic. Exact windows are listed against each segment in the taxonomy.
03Taxonomy
Six pillars. One index.
The taxonomy is organised into six pillars, each split into product sub-categories and then into individual segments. This is the shape of it. The full index — segment names, volumes and availability by market — comes with the taxonomy pack.
Pillar 01 / 06Taxonomy core
FMCG & CPG
The most fluid, everyday shopping there is — beverages, snacks, dairy, household goods. It is the foundation of campaign reach: high-frequency visits to real product pages, with no surveys and no self-reported claims.
Signal types in this pillar
- High-intent browsers
- Frequent site visitors
Pillar 02 / 06Premium segments
Lifestyle & Dietary Values
Consumers defined by what they choose to stand for — organic, plant-based, eco, actively healthy. Clear, repeated browsing signals in the better-for-you space, and premium rates to match.
Signal types in this pillar
- Live browsing intent
- Premium intent
- Strong-intent browsers
Pillar 03 / 06Highest margin
Health & Personal Care
The highest-margin end of the shelf — skincare, cosmetics, fragrance, grooming. Prestige signals reach people while they are still comparing premium offers, rather than after they’ve settled.
Signal types in this pillar
- High intent
Pillar 04 / 06Time-bound
Life-Stage Triggers
The moments that rewrite a shopping list overnight — a pregnancy, a move, a wedding, a new school year. Time-bound signals that land inside the decision window, not after it.
Signal types in this pillar
- Real-time intent
- In-market
- High interest
Pillar 05 / 06Conquesting
Retail-Brand Switchers
A conquesting layer. People engaging with a competitor’s brand or a retail chain while the comparison is still open — captured by behaviour, not by claimed loyalty.
Signal types in this pillar
- Switching intent
Pillar 06 / 06Fast-growing
Pet Care
One of the fastest-growing categories in e-commerce. Full coverage of the owner’s journey — from nutrition through veterinary services to insurance — enriched with species and breed signals.
Signal types in this pillar
- High-intent browsers
- Breed interest
03.1Depth of intent
Every branch of the taxonomy is qualified by signal type, so the same category can be bought at different depths — wide when you need reach, narrow when you need people who are about to decide.
Broader reachSharper intent
- Interest
- Frequent visitors
- High-intent browsers
- In-market
- Real-time intent
04Activation
Ready to buy, wherever you buy.
Segments are built to be picked up by the stack you already run. Nothing to integrate on your side beyond selecting them.
Delivery
Into your platform
Segments resolve to advertising IDs, usable across most of the technologies on the market. Tell us what you run, and the integration spec for your setup comes with the taxonomy.
Refresh
Kept current
Profiles are rebuilt as behaviour moves rather than on a quarterly cycle, so a segment reflects the window it claims to. Cadence is listed per segment.
Governance
Documented sourcing
Built to operate inside the industry’s consent and privacy frameworks. Sourcing documentation, the consent basis and the DPA are supplied alongside the taxonomy, before anything is signed.
05Get in touch
Request the taxonomy.
We’ll send the full segment index, availability by market and the integration spec for your platform. One email, from a person who knows the data. No drip sequence afterwards.
- 01The full segment index, pillar by pillar
- 02Sub-category breakdown and signal qualifiers
- 03Availability and volumes by market
- 04The integration spec for your platform
Prefer to talkhello@cohortport.com