What is Foot Traffic Attribution?
In order to maximize the success of your company’s future ad campaigns, it’s vital to analyze and reflect on your past marketing efforts using attribution tools. As a business, you’re always striving to drive sales, and when looking to connect ad exposure to in-store purchasing behavior, foot traffic attribution can be your go-to attribution method.
This tool is both incredibly innovative and highly beneficial. It provides powerful insights into which target audience members visited your business to make a purchase after receiving an ad on at least one of their devices. Foot traffic attribution is especially useful for businesses with multiple locations, as each one could offer a different deal, discount or promotion. These types of businesses can include retail and grocery stores, auto dealerships and hotels.
How Does It Work?
Foot traffic attribution bridges the digital and physical world. It’s multi-faceted in that it has several components that make it so effective. It utilizes real-time location services, geofencing and mobile listening tools, such as WiFi and GPS.
Geo-fencing ensures that location-specific ads are served to individuals who are within a specified radius of your store. By using GPS or radio frequency identification (RFID), this tool will build a “fence” around where you would like your ad delivered. Once you set parameters for who can see your campaign, you can use data collection tools to focus on the individuals who buy your product or service.
It’s important to note, however, that all data is collected from users who choose to opt in, meaning they agree to share their location information with those looking to gather data for ad serving purposes.
What Are The Benefits?
The opportunity to understand what’s driving in-store traffic allows for your business to reap multiple benefits, such as:
Understanding Your Consumer.
The best way to compel someone to buy what you’re offering is to connect with them on a personal, human level. By using foot traffic attribution, you can analyze elements of your campaign that resonate with your audience most.
For example, if your ad targeted a diverse audience, but resulted in sales from mainly millennials, then it’s likely that an aspect of your ad appealed to a younger demographic. By using foot traffic attribution, you’ll be able to recognize this and tweak your campaigns in accordance with your goals.
Making the Most of Your Marketing Dollars.
With significant amounts of time and money being allotted to your ad campaigns, it’s imperative that everything has a purpose. Foot traffic attribution will grant your business the opportunity to concentrate on what’s most successful in terms of overall messaging and branding and cross-channel delivery.
By seeing who received your ad and proceeded to make an in-store purchase, you’ll also be able to gauge who viewed your ad, but did not visit your store. Foot traffic attribution will let you pinpoint exactly how to enhance your campaigns and increase in-store sales.
Optimizing in real-time.
By using foot traffic attribution, you’re evaluating mobile data and online and offline activity, allowing you to form connections between online impressions and in-store visits. This ultimately measures the effectiveness of your digital marketing campaigns across your audience’s device activities in real-time, giving you access to the consumer throughout their buyer’s journey.
Discover More With Bridge
In a constantly evolving world, it’s crucial to adapt to change. The same goes for advertising. Here at Bridge, our foot traffic attribution tools are designed to help you increase your ad campaign’s success—from start to finish—based on what’s most effective at any given time. Gain powerful insights for your next campaign and work with Bridge today.