Watt Data vs OuterSignal.
OuterSignal shows our buyers skew 35 to 44 with high household income. How many more people like that are in the market, and what are they shopping for?Takes the name, email and address on each order and returns a profile of the person behind it, including demographics, occupation and social accounts.
Takes a plain description of your company or product and returns how many people buy in your category, what they are shopping for, and how you should reach them.
OuterSignal describes the people who already bought. Watt describes the people who have not.
OuterSignal tells you who your customers actually are. Connect your store and it takes the name, email and address on every order and researches the person behind it: age, household, job, employer, social accounts and follower counts, and whether they are an influencer, an executive, an athlete or a journalist. It calls the result a "100+ point profile," built from "publicly available information only," and states it does not buy third-party consumer data.
Because it works from orders, it can only describe people who have bought from you.
Watt starts from the category. It reads what people in your market are buying, following and searching, whether or not they have heard of you. The two answers fit together: OuterSignal tells you who your buyers turned out to be, and Watt tells you how many more people match that description, what they are shopping for now, and what a campaign aimed at them should claim.
Watt Data vs. OuterSignal
What Watt does that OuterSignal does not
Describe people who have not bought from you. Who they are and what they are buying, following and searching for, across US adults. OuterSignal starts from your orders, so anyone who has not bought from you never gets a profile.
Count how many more people match your customers. How many US adults fit the profile OuterSignal found in your buyers, and how that count moves as you widen or tighten the definition.
Tell you what to charge and what to offer. What this group will pay and the offers that resonate, read from what they buy elsewhere in the market.
Work before your first sale. No store connection and no order history. A plain description of your company or product is enough to start, which is what a launch or a move into a new category actually has to work with.
What OuterSignal does that Watt does not
Tell you who each individual customer is. Watt describes groups. OuterSignal returns a named profile attached to a specific order, which is what VIP detection and one-to-one outreach need.
Flag a notable buyer while the order is still warm. OuterSignal is connected to your store, so it alerts Slack or email when an influencer, executive, athlete or journalist checks out.
Find the B2B buyers inside your DTC orders. Occupation, employer and job title against each order surface the wholesale and retail leads already shopping with you.
Push segments into the tools that act on them. Two-way sync with Klaviyo and Shopify, plus Meta, HubSpot, webhooks and a customer API.
Should you use Watt or OuterSignal?
When the question is about the customers you already have. Who they turned out to be, which of them are worth a personal reply, and how to segment the list you are already emailing. OuterSignal is priced to start small, at $49 a month plus 3 cents a customer, so the answer is cheap to get.
When the question is about the market rather than the list. How many more people look like your best customers, what that wider group is shopping for now, what it will pay, and what a campaign aimed at it should claim. Closer to a data analyst than to another tool in the stack: ask a question in plain language and Watt works through the answer with you.
These two describe different people. OuterSignal profiles the buyers you converted. Watt takes that profile and finds everyone else who matches it, then tells you what they are buying. Use OuterSignal to learn who your customers are, and Watt to work out how many more of them there are and how to reach them.
Questions, answered
Is Watt Data an alternative to OuterSignal?
No. OuterSignal researches the customers you already have. Watt describes people who have not bought from you. If you want a profile of the person behind each order, that is OuterSignal's job and Watt does not do it. Watt holds no connection to your store, receives no orders, and returns nothing about a named individual. To replace OuterSignal you want another customer enrichment product. Watt answers the next question: how many people in the market match your buyers, what they are shopping for now, and what to say to them.
How much does OuterSignal cost?
A monthly base plus 3 cents for every new customer it researches. Starter is $49 a month for stores under 1,000 orders a month, Pro is $199 a month under 30,000 orders, and Enterprise is quoted. Both paid tiers add 3 cents per unique customer researched, and OuterSignal states "You only ever pay once to process a customer," so repeat buyers are not billed again. Its Shopify listing prices the same plans annually at $499 and $1,999. There is a free tier, sized at either the first 1,000 customers or 100 a month depending on where you sign up. Watt is free to try.
Should I use OuterSignal or Watt to build an audience for a new campaign?
OuterSignal to build a lookalike from the buyers you already have. Watt to describe a market you have not sold to yet. OuterSignal's route is retention and expansion: enriched profiles feed segments into Meta and Klaviyo, and a lookalike built on real profiles is a stronger seed than one built on emails alone. That works when your existing customers are representative of who you want next. Watt's route is prospecting where your orders cannot reach: a category, a use case or a demographic you have not sold to, sized before you spend against it, with the attributes behind each segment named so the creative has something to say.
What does OuterSignal not do?
It does not describe anyone who has not placed an order with you. The product is built around order ingestion, and the company describes it that way: it "ingests your e-commerce order data (e.g. Shopify), enriches it, and sends real-time alerts and analytics." That design is why the profiles are specific and per-person. It also sets what the product can see. There is no panel, no survey and no market-level dataset, so OuterSignal can only describe people who are already on your customer list. Two further limits are published: coverage "is US-focused," and Amazon order data is not processed.
Can I use Watt and OuterSignal together?
Yes. Of the products Watt gets compared with, this is the one that pairs most naturally. OuterSignal profiles your buyers and tells you what they have in common. Paste that profile into Watt and ask how many US adults match it, who else fits the description, and what those people are shopping for now. One product tells you who converted. The other tells you how many more people like them are out there.