The success of the campaign is measured by calculating the lift, which is the number of people who saw the advertisement and visited the store vs a natural visitor who was already planning a visit. Retailers also may facilitate a foot traffic study to test two different types of media to see which brings the most shoppers.
An example of this is increasing the percentage of shoppers in a location, or driving shoppers into their store front.
When retailers facilitate a foot traffic study, they begin with a key performance indicator, or goal of their campaign. Once a shopper enters both virtual boundaries, you have a correlation, meaning you can infer that the geo-fenced advertisement prompted the shopper to enter your partner’s location. To track and measure the amount of people who enter a specific location, advertisers draw a digital virtual fences, or geofences, around the area of the physical advertisement and the physical area of the local business. Mobile phones and apps capture a smartphone’s device ID, which allows retailers to use the location data (that shoppers have opted-in to sharing by using location services on the app) to track the number of people who saw their advertisement and subsequently visited their establishment. What Makes Measuring Foot Traffic Possible? Foot traffic studies can provide unparalleled insights to retailers, specifically local businesses. Analyzing foot traffic not only allows retailers to measure the effectiveness of their advertising, but offers a new metric on the reach of their campaign. The ability to measure retailers’ foot traffic is vital for their potential to grow and maximize ROI. Your partners are spending money on cinema ads, billboards, events and other physical tactics, how do you connect the dots between those dollars and their doorway?įoot traffic studies allow retailers to measure shoppers who have seen their advertisement, and analytically track them as they enter their physical location. Maggie Thomas, Media Buyer in Performance Marketing at BrandMuscle By: Jen Miles, Vice President of Performance Marketing at BrandMuscle &
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