DTC Data Glossary
Learn more about the metrics within the Charm platform.
A
Audience Age Skew
The age group with the brand's largest share of audience.
Audience Ages
The percentage distribution of the brand's audience by age group.
Audience Cities
The percentage share of the brand's audience by city.
Audience Countries
The percentage share of the brand's audience by country.
Audience Country Skew
The country with the brand's largest share of audience.
Audience Female Perc
The percentage of the brand's audience that is female.
Audience Gender
The percentage distribution of the brand's audience by gender.
Audience Gender By Age
The percentage distribution of the brand's audience gender by age.
Audience Gender Skew
The gender with the brand's largest share of audience.
Audience Male Perc
The percentage of the brand's audience that is male.
Avatar Image Url
The brand avatar URL.
Average Product Price
The average price of a product sold on the brand's DTC website.
C
Charm Category
The category of the brand, as identified by Charm's categorization LLM. Our LLM determines the category based on the descriptions of the product the brand sells, similar brands and other brand attributes.
Charm Growth Score
A category-specific multidimensional score (between 0 and 100) measuring the growth of a brand based on various components, including the growth of their social media audience size and engagement, the growth of their reseller distribution, the growth of their website traffic, and the growth of other metrics. The score is generated using a proprietary machine learning model and represents a relative measure of a brand’s growth compared to other brands in the same Charm category.
Charm Growth Score Component Facebook Percentile
The percentile ranking of a brand's growth on Facebook compared to other brands in the same category. For example, a Charm Growth Score Component Facebook Percentile of 85 means that the specific brand is growing faster on Facebook than 85% of the brands in its category. The component scores are used in deriving the overall Growth Score using a proprietary algorithm that determines their individual contribution to the overall score.
Charm Growth Score Component Instagram Percentile
The percentile ranking of a brand's growth on Instagram compared to other brands in the same category. For example, a Charm Growth Score Component Instagram Percentile of 85 means that the specific brand is growing faster on Instagram than 85% of the brands in its category. The component scores are used in deriving the overall Growth Score using a proprietary algorithm that determines their individual contribution to the overall score.
Charm Growth Score Component Online Resellers Percentile
The percentile ranking of a brand's growth via amount of online resellers compared to other brands in the same category. For example, a Charm Growth Score Component Online Resellers Percentile of 85 means that the specific brand is growing faster in number of online resellers than 85% of the brands in its category. The component scores are used in deriving the overall Growth Score using a proprietary algorithm that determines their individual contribution to the overall score.
Charm Growth Score Component Social Advertising Percentile
The percentile ranking of a brand's social advertising count growth compared to other brands in the same category. For example, a Charm Growth Score Component Social Ad Percentile of 85 means that the specific brand is growing faster in social advertising than 85% of the brands in its category. The component scores are used in deriving the overall Growth Score using a proprietary algorithm that determines their individual contribution to the overall score.
Charm Growth Score Component Tiktok Percentile
The percentile ranking of a brand's TikTok growth compared to other brands in the same category. For example, a Charm Growth Score Component TikTok Percentile of 85 means that the specific brand is growing faster in social advertising than 85% of the brands in its category. The component scores are used in deriving the overall Growth Score using a proprietary algorithm that determines their individual contribution to the overall score.
Charm Growth Score Component Web Traffic Percentile
The percentile ranking of a brand's web traffic growth compared to other brands in the same category. For example, a Charm Growth Score Component Web Traffic Percentile of 85 means that the specific brand is growing faster in web traffic than 85% of the brands in its category. The component scores are used in deriving the overall Growth Score using a proprietary algorithm that determines their individual contribution to the overall score.
Charm Success Score
A category-specific multidimensional score (between 0 and 100) measuring success based on various factors, including social media audience size and engagement, reseller distribution, website traffic, and other metrics. The score is generated using a proprietary machine-learning model and represents a brand’s relative success compared to other brands in the same Charm category.
Countries Shipped To
The list of countries to which a brand reportedly ships their products. Please note that a brand may have multiple DTC websites (in different locations), and each may ship to a different number and set of countries.
Country Code
The brand's abbreviated country location. This information is based on the brand's self-reporting through their DTC website or via matched company details from one of our data partners.
Country Name
The country of the brand's location. This information is based on the brand's self-reporting through their DTC website or via matched company details from one of our data partners.
E
Employee Count
The current number of employees working at the company.
Employee Count by Month
The number of employees at the company at the end of each month.
Employee Count Range
The current number of employees working at the company, categorized by size.
Employee growth % over 3 months
The percentage increase in total headcount from 3 months prior.
Employee growth % over 6 months
The percentage increase in total employee headcount from 6 months prior.
Employee growth % over 12 months
The percentage increase in total employee headcount from 12 months prior.
Employee growth % over 24 months
The percentage increase in total employee headcount from 24 months prior.
Estimated Revenue Range
The estimated annual revenue range of the brand. The revenue range is determined based on a proprietary model that combines various metrics including social audience size, web traffic, first party data from data partnerships, and many other variables. It should be used directionally.
F
FB Follows Composite Count Current
The total combined number of follows across Facebook pages associated with the brand.
FB Follows Composite Count Ts
The total combined number of follows across Facebook pages associated with the brand, represented in a monthly time series.
FB Follows Composite MoM Perc Change Ts
The total combined number of follows across Facebook pages associated with the brand, represented in a month-over-month percentage change time series.
Fb Follows Composite Perc Growth Ts
A time series representing the percentage growth in followers across all Facebook pages associated with the brand, relative to the followers shown in the first month.
Fb Follows Count By Page Current
The number of followers for each associated Facebook page for the brand.
Fb Follows Count By Page Ts
The number of followers for each associated Facebook page for the brand, represented in a monthly time series.
Fb Follows Mom Perc Change By Page Ts
The number of followers for each associated Facebook page for the brand, represented in a month-over-month percentage change time series.
Fb Follows Perc Growth By Page Ts
A time series representing the percentage growth in followers for each individual Facebook page associated with the brand, relative to the followers shown in the first month.
FB Pages List
A list of all the DTC brands' associated Facebook pages.
G
Google Product Category
The category of a brand based on Google's taxonomy. Please keep in mind that Google's taxonomy is not comprehensive, and many brands may not be categorized. It is also possible that a brand falls into multiple categories.
Google Product Category Ids
The category of a brand based on Google's taxonomy. Please keep in mind that Google's taxonomy is not comprehensive, and many brands may not be categorized. It is also possible that a brand falls into multiple categories.
H
Has Contacts
A true or false flag for whether Charm has identified contacts for the brand.
Has Reachable Contacts
A true or false flag for whether Charm has identified reachable contacts for the brand, where "reachable" implies a phone number or email address is provided beyond simply the contact's first and last name.
Has Unverified Contacts
A true or false flag for whether Charm has identified unverified contacts for the brand.
Has Verified Contacts
A true or false flag for whether Charm has identified verified contacts for the brand.
I
Instagram Avg Likes By Handle Ts
The time series of average likes for each Instagram handle associated with the brand.
Instagram Avg Likes Current
The average likes on Instagram for the brand.
Instagram Avg Likes Mom Perc Change By Handle Ts
The time series of month-over-month percent changes of average likes for each Instagram handle associated with the brand.
Instagram Engagement Rate By Handle Ts
The time series of engagement rate for each Instagram handle associated with the brand. Engagement rate represents how "engaged" the brands audience is by measuring what % of their followers are liking and commenting on posts.
Instagram Engagement Rate Current
The current value of the Instagram engagement rate for the brand. Engagement rate represents how "engaged" the brands audience is by measuring what % of their followers are liking and commenting on posts.
Instagram Engagement Rate Mom Perc Change By Handle Ts
The time series of month-over-month percent changes of Instagram engagement rate for each Instagram handle associated with the brand.
Instagram Followers Composite Count Current
The total combined number of followers across all associated Instagram handles for the brand.
Instagram Followers Composite Count TS
The total combined number of followers across all associated Instagram handles for the brand represented in a time series of monthly values (for the last 13 months, as available).
Instagram Followers Composite MoM Perc Change Ts
The total combined number of followers across all associated Instagram handles for the brand represented in a time series of month-over-month percentage changes (for the last 13 months, as available).
Instagram Followers Count By Handle Current
Current value for the number of followers for each individual associated Instagram handle.
Instagram Followers Composite Perc Growth Ts
A time series representing the percentage growth in followers across all the brand's associated Instagram handles relative to the followers shown in the first month.
Instagram Followers Count By Handle Ts
The number of followers for each associated Instagram handle for the brand, represented in a time series of monthly values (for the last 13 months, as available).
Instagram Followers MoM Perc Change By Handle Ts
The number of followers for each associated Instagram handle for the brand, represented in a time series of month-over-month percentage changes (for the last 13 months, as available).
Instagram Followers Perc Growth By Handle Ts
A time series representing the total percentage growth in followers for each of the brand's associated Instagram handles relative to the followers shown in the first month.
Instagram Handles List
List of associated Instagram handles for the brand.
Is Amazon
A true or false flag for whether the brand is being sold on Amazon.
Is Macys
A true or false flag for whether the brand is being sold on Macy's marketplace.
Is Nordstrom
A true or false flag for whether the brand is being sold on Nordstrom's marketplace.
O
Online Resellers Count Current
The number of online resellers for the brand.
Online Resellers Count Ts
The count of online resellers for the brand, represented in a monthly time series. Charm classifies resellers as other DTC online stores that sell a specific brand's products.
Online Resellers List
The list of the brand's online resellers. Charm classifies resellers as other DTC online stores that sell a specific brand's products.
P
Parent Company Name
The ultimate organizational entity that owns the brand.
Platform
The ecommerce platform (Shopify, WooCommerce, etc.) that the brand's DTC website is built on.
Product Count
The total number of products sold by the brand's DTC website.
Product Price Distribution
The count of products sold in each price range bucket on the brand's DTC website. Please note that bundles and accessories could impact the brand's distribution of product prices.
S
Sample Products
A sample of products sold by the brand's DTC website.
Sample Social Ads
A sample of Social ads promoted by the brand.
Social Ads Count Current
The number of unique Social ads that were active for the brand during the current month. This typically represents the number of unique activate campaigns a brand has running at a given time.
Social Ads Count Ts
The count of unique Social ads that were active for the brand represented in a monthly time series.
Store Currency
The default currency (i.e. USD) of the products listed on the brand's DTC website.
T
Technologies In Use
The technologies that we have detected as installed or in use on the brand's DTC website.
Ticker
The company stock ticker (only for public companies).
Tiktok Followers Composite Count Current
The total combined number of follows across all TikTok handles associated with the brand.
Tiktok Followers Composite Count Ts
The total combined number of follows across all TikTok handles associated with the brand, represented in a monthly time series.
Tiktok Followers Composite MoM Perc Change Ts
The total combined number of follows across all TikTok handles associated with the brand, represented in a month-over-month percent change time series.
Tiktok Followers Composite Perc Growth Ts
A time series representing the percentage growth in followers across all the brand's associated TikTok handles relative to the followers shown in the first month.
Tiktok Followers Count By Handle Current
The current number of followers for each individual associated TikTok handle for the brand.
Tiktok Followers Count By Handle Ts
The current number of followers for each individual associated TikTok handle for the brand, represented in a monthly time series.
Tiktok Followers MoM Perc Change By Handle Ts
The current number of followers for each individual associated TikTok handle for the brand, represented in a month-over-month percent change time series.
Tiktok Followers Perc Growth By Handle Ts
A time series representing the total percentage growth in followers for each of the brand's associated TikTok handles relative to the followers shown in the first month.
Tiktok Handles List
The list of associated TikTok handles for the brand.
Total Funding Raised
The cumulative amount raised by the company in USD.
W
Web Traffic Current
The current (latest) website traffic for the brand's DTC website.
Web Traffic Ts
The historical time series of web traffic for the brand's DTC website, (for up to the last 13 months, as available).
Website
Website URL for the brand's DTC website. Please note the brand could have multiple DTC websites (i.e. for different regions or product lines if they breakt them out onto different websites).