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Drive-to-store: how to measure the impact of a marketing campaign on store traffic?
KPI: three letters that are important to all marketing professionals. Key performance indicators that can effectively measure the results of a marketing campaign when used properly. There are hundreds of KPIs. Finding the right one is therefore essential to ensure that your measurement tool is relevant. And when we talk about drive-to-store, the first KPI that comes to mind is always the same: the in-store visit.
But measuring in-store visits is not necessarily within everyone’s reach. GPS is one of the most common technology used for this purpose but is far from being the most relevant one.
What if we relied on the right data to measure more efficiently the impact of marketing campaigns?
Geolocation is key
How many people exposed to your Facebook Ad actually visited your store? How can you be certain that your marketing budget is well invested?
For an advertiser, the use of geolocation is key to success when well used. The point of entry is usually always the same: the visitor’s smartphone. With the reconciliation of online and offline data, supported by in-store analytics solutions, the analysis of data from multiple sources makes it possible to measure the impact of the campaign.
An impact that is not just a matter of volume or ratio: it is also a way to customize messages more accurately. The more targeted the Ads are, the more they will be relevant and impactful and therefore less expensive on the volume.
Determining the location: good practices
What may seem simple at first, finding and sharing the geographical location of a person in strict compliance with the legislative framework, is in fact a job that requires a real technological expertise.
For low-density and medium-density outdoor shops: geolocation within mobile Apps using the GPS functions of the smartphone is common and perfectly serves this purpose despite a degree of accuracy varying from 16 to 50 feet depending on the smartphone. However, the emergence of precise technologies like an in-store analytics solution makes it easier for retailers to deploy it in their space. From Beacons to Video and Wi-Fi Tracking, there are many solutions to choose from, with different advantages and restrictions.
Retailers need to consider a reliable solution combining a good reach, an ease of deployment and of course a solution that fits their budget. In addition, an evolving solution which can integrate other connectors/products/projects is a plus in today's fast evolving retail world where the IoT predominates.
For large, high-density shopping centers: GPS, SDK marketing, and Ads can work together when there are many visitors. The Smart Box (indoor tracking tool) is an additional layer providing higher accuracy and precision in measurement. This strategy involves mainly national brands, often established in shopping centers with an occupancy rate of 72% in 2017 (compared to 32% in metropolitan areas), according to the 5th Edition of CODATA Digest. This set of solutions guarantees a precise location of your customer, and visits to nearby stores will not be integrated into your metrics.
To limit fraud or incorrect information: advertising requests is a lever that needs to be used with caution. The use of programmatic platforms to retrieve geolocation when displaying an advertisement should not be your only source of information. Geolocation via the SSP / bid request can lead to errors or fraud because all data are not reported (IP addresses, visit duration, etc.) and when they are, they do not allow to verify the precise location of the user. In addition, the measurement of the campaign's performance remains based on an estimate of potential visits (calculation of the uplift).
To be effective, your customers' geolocation solution must take into account your environment’s restrictions. Between anticipated volume, store’s location, traffic flows and challenges due to the architecture’s connectivity, the success lies in a combination of tools working in synergy.
The complementarity in technologies will enable a higher reach and relevant cross devices qualitative data; allowing for a precise analysis that helps in taking the right decisions.
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