Last-click attribution gives all the credit for a conversion to the final thing someone clicked. For a purely digital funnel that is a defensible simplification. For a business whose revenue happens in a building, it is close to useless — and worse, it is systematically misleading in one direction. What last-click actually credits Last-click follows […]
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Visit attribution answers a question digital advertising has always struggled with: did the people who saw an advert actually turn up? Not did they click, not did they search afterwards, but did they physically walk into a store, showroom, restaurant or venue. For any business whose revenue happens in a physical location, that is the […]
Foot traffic attribution is the process of identifying the sources of foot traffic to a business or location. This information can be used to inform marketing and business decisions.
Marketers now have a bigger arsenal than ever before. It’s a digital arsenal, an outdoor advertising arsenal, a location-based, personalized, tailor-made arsenal of marketing channels that attract customers. All this power comes with a problem; it’s hard to tell which marketing channels have the most significant impact on your business. Creating dozens of campaigns across […]
Marketing attribution has always been a tough area for marketers and advertisers. Attribution modelling has undoubtedly provided huge value. However, the ability to measure the effect of channels (or touchpoints) on the customer journey has often been fraught with difficulties. Return on investment has been difficult for a variety of reasons. Understanding the entire customer […]
What is mobile marketing attribution and what does it look like for retail? Attribution is a term that is thrown around quite a lot at the moment in retail marketing. If your business is investing in mobile, then it’s time to understand what it means, and how it can help you. But what does it actually mean? […]
Footfall data answers a question every physical business needs answered and few can answer confidently: how many people actually came, and how does that compare to last month, to the store down the road, or to the competitor across town. It sounds like a simple count. It isn’t. What gets sold as “footfall data” comes […]
Geodata (otherwise known as geographic data) is data about locations on Earth. The spread of technology has made it ubiquitous in recent years as a research tool for academics across many different fields. Geodata is now widely available to measure a huge range of things in fields as diverse as geography, environmental science, economics and […]
Modern enterprises in various industries are essentially data-driven organizations. They gather vast volumes of business and consumer data for demand forecasting, advanced decision-making, strategic planning, supply chain management, service personalization, advertising campaigns, and whatnot. Fintech companies and banks are no exceptions to this across-the-board drive, utilizing data engineering and analytics in their basic workflows, such […]
Retail foot traffic refers to the number of people entering and exiting a store, or the amount of foot traffic in a certain area. This metric is often used to gauge how successful a store is, or to determine where to place a new store.