Using Location Data to Understand the Offline Impacts of Online Efforts
Using location-based marketing to drive foot traffic to stores is one of the smartest strategies advertisers can employ today, but it’s coupled with a conundrum: How will they determine if their money was well spent?
Traditional metrics like click-through and conversion rates may be useful for measuring the online effectiveness of digital media campaigns, but they fall short when the goal is understanding offline impacts. Data scientists are beginning to connect the dots between data systems to map out a customer’s movements throughout the day, which will help with attribution, but the approach is incredibly tricky.
Today, location intelligence presents an optimal solution for bridging the digital and physical world. The data that is so critical to campaign segmentation has also emerged as a powerful means for understanding consumer behavior and attributing campaign spending more efficiently.