THE GUIDE TO MAXPOINT CONSUMER TRAFFIC INSIGHTS

Transcription

1 THE GUIDE TO MAXPOINT CONSUMER TRAFFIC INSIGHTS

2 MAXPOINT FOOT TRAFFIC IMPACT STUDIES: OVERVIEW MaxPoint uses our proprietary location-powered targeting to match neighborhood locations with audiences and their corresponding interests. This technology leverages a blend of online and offline behavioral data with location activity to form a detailed understanding of consumer purchase intent by neighborhood. Audience insights describe the interests and behaviors of a neighborhood for both users who visit a location and those who do not. Our product sees the entire population of devices, which grants us the ability to isolate the unique characteristics of consumers who drove in-store visits. Distance-traveled insights reveal how far consumers travel from their home to reach a retailer s store. By analyzing these distances, MaxPoint provides marketers with ideal audience segments based on travel behavior so that they know the differences between local and long-distance purchasers. Co-visit insights associate the names of retailers with a user s shopping trip, which marketers can use for competitive intelligence. Brands whose products, such as cars, have high value and long purchase cycles can use this list of stores to create conquest or co-marketing strategies. For more information about MaxPoint s Foot Traffic Impact Studies, get in touch: sales@maxpoint.com

3 THE GUIDE TO MAXPOINT CONSUMER TRAFFIC INSIGHTS Mobile devices and the location data they provide offer marketers an opportunity to discover more about consumers activity in the physical world and how these actions relate to online habits. Unlike desktops, which are linked to a fixed router, mobile devices travel wherever consumers go and leave behind digital breadcrumbs that describe their shopping journeys. IN-STORE PURCHASES DRIVE RETAIL SALES MaxPoint s platform applies multiple layers of demographic, lifestyle, and location-powered data to every mobile impression. Every person s mobile device produces location data during their shopping activities. When these data are connected, they tell advertisers how well their ads drove consumers to stores. With over 90% of sales occurring in-store and 95% of all retail sales captured by retailers with a brick-and-mortar presence, 1 connecting digital activity with real-world visitations represents a sizable opportunity for brands. MAXPOINT CAPTURES REAL-WORLD LOCATION DATA ON STORE VISITS SPOTLIGHT ON HOUSTON, TX When a mobile device user who received an ad visits a store, we associate that visit with an increase in foot traffic as a direct result of a campaign. For our measurement, MaxPoint observes the location activity of a group of users (test group) both before and after they began receiving ads. We also monitor a comparison group that never received ads (control) to account for any changes not due to advertising. When the test group begins to visit stores at a greater rate than they had before they received ads, we call this foot traffic lift. High Dealership Visits Medium Dealership Visits Low Dealership Visits Dealership Location 1. A.T. Kearney, 2014.

4 THE TWO PRINCIPLE PARTS OF UNDERSTANDING FOOT TRAFFIC: TARGETING MaxPoint locates the consumer most likely to respond to an ad by visiting a store. MEASUREMENT AND INSIGHTS MaxPoint analyzes the data collected from in-store visits to uncover actionable insights. to know a device s location when at home and when in a store gives us a detailed picture of the offline activity of every neighborhood nationwide. MAXPOINT S PLATFORM MaxPoint s platform applies multiple layers of demographic, lifestyle, and location-powered data to every impression, resulting in precise targeting, advanced execution, and unparalleled measurement across every effort. These form the basis of our Digital Zip technology. MAXPOINT S FOOT TRAFFIC IMPACT STUDIES MaxPoint s Foot Traffic Impact Studies provide a location-powered measurement solution that uses mobile location data to produce actionable intelligence on how multichannel advertising impacted real-world shopping activity and store visits. WE SEE THE HOMES AND PREFERRED DESTINATIONS OF MILLIONS OF DEVICES MaxPoint targets devices with ads relevant to where a person lives and uses consumer response to understand real-world action. The ability to know a device s location when at home and when in a store gives us a detailed picture of the offline activity of every neighborhood nationwide. For more information about MaxPoint s Foot Traffic Impact Studies, get in touch: sales@maxpoint.com

5 THE DIGITAL ZIP ADVANTAGE What drives a consumer to purchase a product at a store? To answer the question, MaxPoint connects the online browsing habits of consumers before they leave the house with their actions outside the house. When we combine Internet behaviors by neighborhood, patterns emerge between locations that we use to distinguish the households of one region from households of another. We map those differences geographically into micro-neighborhoods based on purchase intent, among numerous other data layers, to create our system of Digital Zips. Our method provides the best answer to identify the consumer s journey from product discovery to in-store purchasing. MULTICHANNEL LOCATION DATA PROVIDES A DETAILED PICTURE OF CONSUMERS MOVEMENT Knowing why a consumer decides to buy a product does not end with observing only the consumer s physical location. You need a holistic understanding of how a person s online behavior results in offline action. Only MaxPoint enables you to measure the increase in store visits resulting from desktop, tablet, and mobile marketing. MAXPOINT USES ADVANCED TARGETING TO MATCH HOME LOCATIONS, AUDIENCES, AND ONLINE BEHAVIOR We collect GPS data to provide offline store visit information that we use to understand the connection from home to store. Our technology leverages a blend of online and offline data as well as location activity to form a detailed understanding of consumer purchase intent by neighborhood. Our method does not rely on cookies and is not affected by empty cookie profiles, which limit behavioral targeting. MaxPoint applies our unique targeting system to more than a billion devices worldwide.

6 We target the entire pool of connected devices rather than limiting ourselves to those with user profiles. DIGITAL ZIPS ENABLE HOME TO STORE CONNECTION While Digital Zips provide the home location for a device, we collect GPS data to provide offline store visit information that we use to understand the connection from home to store. To understand consumer activity using mobile location data, MaxPoint: 1. Assigns a home Digital Zip to a mobile device based on its most frequent location. 2. Catalogs businesses and stores individually by location. 3. Locates a device at a particular store based on latitude/longitude coordinate data. OUR PLATFORM DOES NOT REQUIRE THIRD-PARTY COOKIES TO IDENTIFY AND TARGET IDEAL CONSUMERS We target the entire pool of connected devices rather than limiting ourselves to those with user profiles. Seeing the entire population of devices allows us to gather intelligence from every device, irrespective of ad serving or store visitations, and produce insights that reflect the entire ad ecosystem. For more information about MaxPoint s Foot Traffic Impact Studies, get in touch: sales@maxpoint.com

7 FOOT TRAFFIC IMPACT STUDIES FOR AUDIENCE PROFILE INSIGHTS Brands designing multichannel marketing campaigns often have very little information on the ability of their advertising to bring consumers into stores. Companies are capable of measuring virtually every aspect of a digital interaction, but brands want to be able to connect that knowledge directly to in-store visits. MaxPoint provides a solution to this problem by matching store visitation data with online browsing activity to understand the characteristics of people who visit stores versus those who do not. Our product sees the entire population of devices, which lets us isolate the relevant traits of visitors that led to a visit using the information contained in our Digital Zips, such as purchase intent, retail spend, and demographic data. Mobile companies that profile users based solely on their past locations lose the richness of the information provided by our Digital Zip framework. MaxPoint s non-cookie-reliant solution is unique to the industry, as we are able to match a device to the applicable audience based on the device s home Digital Zip. [We] isolate the relevant traits of visitors that led to a visit using the information contained in our Digital Zips, such as purchase intent, retail spend, and demographic data. CASE STUDY: AUDIENCE PROFILE INSIGHTS IN ACTION MaxPoint ran a study with a major auto brand to better understand the interests of consumers in-market for a car. Our nationwide study ran in conjunction with a three-week ad campaign that targeted males aged who are interested in buying a car. The study found that a younger demographic responded more strongly than other groups, as neighborhoods with men between ages of 18 and 24 showed greatest engagement.

8 Our Traffic Analytics audience data showed that, when compared to the control average, the group that visited the brand s dealership as a result of the ad campaign was 9% more likely to be interested in new technology, 13% more likely to be interested in fitness, and 47% more likely to be interested in sports. Uncovering this younger segment of interested consumers enabled the manufacturer to alter its messaging and engage with a desirable demographic that offers years of purchasing potential. INTEREST INDICES Less Likely More Likely Less Likely More Likely Age: % Ethnicity: White +4% Age: % Ethnicity: African Am. 16% Age: No Diff Ethnicity: Latino +4% Age: No Diff Ethnicity: Asian 25% Age: 65+ 4% Children: Yes No Diff Interest: Parenting No Diff Home Ownership: Own +10% Interest: Arts/Culture No Diff Married: Yes +7% Interest: New Tech +9% Income: Less Than $20K 11% Interest: Fitness +13% Income: $20 $40K 23% Interest: Home Repair 10% Income: $40 $60K 15% Interest: Sports +46% Income: $60 $80K +15% Interest: Business 6% Income: $80 $100K +27% Positive Interest Negative Interest WHAT FOOT TRAFFIC MEASUREMENT MEANS FOR YOUR CAMPAIGNS MaxPoint uses mobile location data to empower brands to discover important characteristics about their customers by tying together digital and real-world behavior to create advanced marketing strategies based on our Digital Zip audience intelligence. Mobile companies that profile users based solely on their past locations lose the richness of the information provided by our Digital Zip framework. For more information about MaxPoint s Foot Traffic Impact Studies, get in touch: sales@maxpoint.com

9 FOOT TRAFFIC IMPACT STUDIES FOR DISTANCE-TRAVELED INSIGHTS People traveling different distances will have distinct interests that draw them into retailers. Without knowing the distance between home and store, a marketer might create messaging that is attractive only to local shoppers while not considering the motivations of those traveling farther distances. MaxPoint measures the distance between a consumer s home and the store they visited to generate location-based insights. This allows MaxPoint to report on the differences among audiences based on how far they traveled to a store. For example, a visitor traveling 60 miles to a store may come from an area more financially homogeneous than someone traveling 15 miles. Ads sent to a device in an affluent neighborhood might not be as effective when served in a less affluent area. We call these our distance-traveled insights, and they represent a core capability in our Digital Zip framework. CASE STUDY: DISTANCE-TRAVELED INSIGHTS IN ACTION [Knowing the home location of a device] allows MaxPoint to report on the differences among audiences based on how far they traveled to a store. MaxPoint ran a foot traffic campaign for a brand s snack food product offered at a national gas station chain distributed along major travel corridors. The brand had created a campaign designed to target blue-collar workers grabbing a quick snack. After running the campaign, we analyzed the collected data. MaxPoint clustered our distance-traveled observations into three groups those consumers who traveling an average of 90 miles, those who traveled an average of 673 miles, and those who traveled an average of 1,603 miles from their home Digital Zip, with a median distance of 102 miles traveled from home to store.

10 1,500+ miles The fact that many customers traveled over 100 miles was surprising to the snack food brand, which had assumed its target demographic was largely local and shopping for snacks on their lunch breaks. The media campaign had originally been formulated to cater to a quick-grab audience and not one traveling for vacation or driving significant distances. 1,000 1,500 miles 500 1,000 miles <500 miles Using the distance-traveled data, MaxPoint advised the brand to create distinct creative for the major audience segments based on where and how they live. WHAT FOOT TRAFFIC MEASUREMENT MEANS FOR YOUR CAMPAIGNS MaxPoint s provides a window into the lives of consumers. Our distancetraveled insights enable marketers to segment their shoppers into distinct groups based on their travel habits and audience profiles. Precisely addressing the behaviors and lifestyles of your shoppers increases the potential for greater engagement and increased purchasing. Using the distancetraveled data, MaxPoint advised the brand to create distinct creative for the major audience segments based on where and how they live. For more information about MaxPoint s Foot Traffic Impact Studies, get in touch: sales@maxpoint.com

11 CO-VISIT ANALYTICS FOR COMPETITIVE INTELLIGENCE INSIGHTS The data gathered from the mobile location activity produced as someone visits multiple stores within the same day is a valuable source of marketing intelligence. In aggregate across many consumers, we tend to find patterns in the combination of places people tend to visit. A common mix of locations might tell us, for example, that when a person visits a car dealership, they are also likely to visit a bank or competing dealership within the same shopping trip. MaxPoint uses mobile location data to build a list of associated or competing stores visited by consumers within a 24-hour period to create co-visit insights. Co-visit insights inform advertisers of their major competitors and associated stores in the moments leading up to a consumer s purchase decision. Brands can use that information to strengthen their conquest and co-branding strategies. Co-visit insights inform advertisers of their major competitors and associated stores in the moments leading up to a consumer s purchase decision. CASE STUDY: EXPLORING CO-VISIT DATA FOR TIER II AUTO DEALERSHIPS To explore the possible uses of co-visit data, we looked at a recent regional automotive campaign targeting mobile devices with the goal of increasing foot traffic to a selection of tier II dealerships. Our study registered thousands of potential visitors to local dealerships during a two-month period.

12 CUSTOMER CO-VISITS Of those consumers who visited the targeted auto dealerships, 41% visited a competing luxury brand, and 38% visited a competing foreign brand. Using the information, the client worked to devise regional media strategies to conquest and retain consumers from their local competition. 41 % VISITED A LUXURY BRAND 38 % VISITED A FOREIGN BRAND PERCENTAGE OF DEALERSHIP VISITORS WHO VISITED A COMPETITOR 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 15 % 38 % 41 % Luxury 2 US Brand 2 US Brand 1 Foreign Luxury 1 WHAT FOOT TRAFFIC MEASUREMENT MEANS FOR YOUR CAMPAIGNS MaxPoint captures and analyzes the mobile location data needed to determine consumer co-visitation habits. By knowing which competitors are most important to your consumers, you can devise a marketing strategy to increase market share and gain new customers. By knowing which competitors are most important to your consumers, you can devise a marketing strategy to increase market share and gain new customers. For more information about MaxPoint s Foot Traffic Impact Studies, get in touch: sales@maxpoint.com

13 CONCLUSION MaxPoint collects mobile location data from millions of devices to measure traffic into your stores. Our technology sees the entire population of mobile devices and gives us the widest possible reach for digital ad targeting; we then use our data expertise to produce audience, distance-traveled, and co-visit insights. PROPRIETARY TARGETING Using the home neighborhood location of a device to craft ad strategy represents an evolution in targeting over solutions that rely solely on profiling user co-visits. When a device is linked with its home Digital Zip, we target the user with ads based on the interests of that consumer s neighborhood. This ability to show consumers location-relevant messages generates in-store traffic that we then measure and report on using our Foot Traffic Impact Studies. ACTIONABLE INSIGHTS MaxPoint formulates valuable insights that advertisers can use to learn more about their consumers: Audience insights for mobile are produced by connecting a device to its home Digital Zip to generate neighborhood-level audience profiles. Distance-traveled insights measure the miles between home and store and let advertisers know the distances their audiences are willing to travel. Co-visit insights provide a path among store locations visited that enable advertisers to create co-branding or competitive intelligence strategies. Contact MaxPoint to learn how our targeting and insights will benefit your next mobile effort sales@maxpoint.com

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