Foot Traffic Attribution
Have you heard of Foot Traffic Attribution? If you haven’t, you are at the right place! It is a hot new topic in marketing, and we are here to tell you all about it.
So… What is Foot Traffic Attribution?
Foot Traffic Attribution is a method that allows brick-and-mortar businesses to track advertisement exposure based on consumers' real-world behaviour. This service utilizes mobile phone tracking data to analyze a target audience’s visitation patterns at the desired store location, before and after receiving a direct mail advertising campaign. It is a very compelling method to evaluate the effectiveness of a business’s direct mail campaign.
How Does Foot Traffic Attribution Work?
A first step toward utilizing foot traffic attribution is to create a direct mail advertising campaign. Identify the postal code location of your target audience and determine the retail location you hope to optimize. Torpedo Marketing is here to assist you in executing an excellent direct marketing campaign. With 25+ years of experience in direct mail, we are ready to help you streamline the campaigning process.
Mobile phone tracking comes into play once a strong direct mail campaign is created. For approximately one month before the launch of your campaign, mobile phones at the selected retail location will be tracked. The phones arriving in the store from the geographical location you chose to target will be identified. Following this, the campaign will be initiated. After the campaign drop, mobile phones will be tracked again for one month to analyze the change in consumer behaviour resulting from the mailing campaign within your target location. “By tracking in-store mobile phone traffic before and post-campaign, you can determine the lift in traffic and therefore get a very strong quantifiable estimate of the incremental impact of your campaign.”
An analysis is then conducted, and you are presented with a report on your target audience with several metrics, including unique visitor information such as visit frequency, time of visit, length of visit etc. This method is becoming increasingly popular since many companies are leveraging the analytics provided to improve on and understand their direct marketing campaign. As a side note, this method is not just limited to direct marketing campaigns it can also be incorporated into digital campaigns and more.
So, do you think Foot Traffic Attribution is a method that businesses should invest time and money into? Do you want to start conducting this service as a part of your marketing campaigns? Comment below with your answers or any questions you may have!
If you are interested in Foot Traffic Attribution and would like more information on what it is or need help executing it, please contact us and we will be happy to help!
