Overview
The DTCCI, created by Common Thread Collective (CTC) and KnoCommerce, provides a real-time pulse on consumer sentiment. This tool is pivotal for understanding and responding to the macroeconomic landscape affecting eCommerce.
You can access the latest index and see the full overview here.
How is this different than the Consumer Confidence Index?
The Direct to Consumer Confidence Index (DTCCI) offers a unique approach compared to the traditional Consumer Confidence Index. While the Consumer Confidence Index provides monthly updates, often lagging behind real-time market conditions, DTCCI delivers weekly insights. This frequent updating allows for a more current and actionable view of consumer sentiment. Additionally, DTCCI is specifically tailored digital shoppers.
The Role of KnoCommerce
KnoCommerce fuels this initiative by collecting the responses to a set of questions and providing these data points to CTC for building the modeling.
Did you and your family purchase more or less in the last 30 days than normal?
Do you and your family plan to purchase more or less online in the next 3 months than normal?
Do you think the economy will be better or worse in the future?
When you shop online, where do you spend the most money?
Are you a spender or a saver?
All data is anonymized so there is no connection to a specific customer, and the brand contributing the data is obfuscated.