Consensus, forecasting, and analysis, oh my! Welcome to earnings season, when publicly traded companies must share financial statements quarterly to allow the investing public and equity analysts to evaluate the company's performance and future prospects.

But what if you didn't have to rely so heavily on these quarterly announcements? Tracking a company during the non-reported period is much easier now with alternative data. Online traffic and engagement, one type of alternative data, can provide insights into performance and revenue when looking at signups, cancellations, and active users.