1. A system comprising one or more processors; a memory bearing instructions that, when executed, cause the one or more processors to: identify demographic information about members of a target population without previously receiving a registration from the members of the target population; based at least in part on the demographic information, identify a group of participants in the target population; and calculate a metric of cross-shopping behavior of the group of participants between different brands of a consumer good, wherein the metric of cross-shopping behavior is calculated based on URLs identified in one or more clickstreams from the group of participants.