Often when marketers for retail brands put together digital and mobile marketing strategies, they hope to drive physical store walk-ins. The data usually available from digital marketing platforms does not help to calculate the metrics on store visits and this is where footfall attribution is key.
What is footfall attribution?
Footfall is a term that retailers use for describing the number of customer visitations to their stores.
Footfall attribution is a technique used to link digital marketing campaign impressions to actual in-store visits. For many retail brands with physical stores, calculating how successful campaigns are based on the number of customers that visit stores, offers real valuable insights.
It starts with the fundamental technology of a mobile device, enabling the ability to track a user to a location. For this, of course, the consent of the user is required before tracking can commence and only users that have opted in are tracked.
With location services enabled on devices and signals obtained through first- and third-party footfall tracking solutions, a so called geofence and/or polygon is used to demarcate points of interest. Users entering the geofence will then be validated as a visitor by several criteria, among which most important: dwell-time. To measure the impact of any footfall campaign, having a control group is essential, to see the impact on users that were exposed to the ad campaign, versus those who were not.
The dataset of users, both exposed and controlled are then compared to derive footfall attribution details. Store visits data are used to determine footfall uplift and metrics such as uplift, visit rate, Cost per exposed visit, ROI on exposed visits and ultimately incremental visits will be provided for the advertiser.
Why is footfall attribution needed?
Footfall attribution is needed to measure the performance of digital marketing campaigns in bringing in real-world human traffic to businesses with physical stores.
It’s very easy to miss real-world business outcomes when retailers only rely on online figures to evaluate the performance of a marketing campaign. This is important as if marketing decisions and strategies are made based on campaign results that do not include in-store visits and real-life outcomes, this can negatively impact business without knowledge of all of the success drivers.
With shopping patterns and behaviours continuously evolving, it is important that even companies focused on online shopping with very few physical showrooms or click-and-collect points, understand the behaviour of modern consumers both online and offline.
Some of the benefits of Footfall with Mobile advertising
One of the key benefits of footfall attribution is that it is extremely results- and goal-oriented. The method not only allows marketers to understand the performance of ads but also the revenue generated by those ads in physical stores and the drivers that influence users down the customer funnel.
For example, imagine that you run a fashion retail store.
With footfall attribution, you can analyse the demography of the most interested clothes buyers, the other stores that the user is most likely to visit and the brands (and competitors) that they like. With that in mind, an advertiser is able to optimise and dynamically serve ads based on this critical information, creating more interesting advertisements for the users that are most likely to buy.
The core idea of footfall attribution is to track data, turning this data into insights and utilising this to better campaign performance and results. The benchmarks used in footfall, provides valuable insights that can be used to optimise campaigns and use across a vast range of marketing channels.
With many marketers focused on segmentation and creating profiles for consumers, footfall data provides vast insights into consumers that can be repurposed for creative, acquisition and brand strategy.
It is important to use attribution techniques across marketing channels and evaluating the relationship between digital marketing campaigns with physical store visits is no different. As a marketer in retail, it is key to leverage the metrics from footfall attribution to analyse and evaluate marketing campaigns, thus optimising towards the best results.
At Mobile Journey, we are mobile advertising and footfall specialists that partner with forward-thinking companies, providing online performance and brand campaigns. Want to know more and get a full understanding of our Footfall methodology? Contact us now.