If you are a flyer app, do you know if a user visited your merchant’s store after seeing a flyer in your app? If you are a city or navigation app, do you know if a user visited your advertiser’s location after seeing an ad in your app? If you are a dining reviews app, do you know if a user visited a partner’s restaurant after checking their profile in your app?
With 92% of all commerce happening offline, knowing if you succeed at driving foot traffic is key to retaining partners – merchants, advertisers, restaurants, bars etc.
Ever since the introduction of digital and mobile marketing, it has been extremely hard for businesses to connect their online efforts to the physical actions of their consumers. For this reason, we’re very happy to announce our new product, Attribute.
Attribute offline conversions to your online campaigns
Essentially, what Attribute does is drawing a connection between any recent in-app marketing action and a store visit. Here are a few examples of in-app actions you can measure the online to offline attribution for:
- Reading a flyer/coupon/voucher
- Checking a restaurant profile
- Seeing in-app banner
- Clicking on in-app banner
Attribute calculates a store visit by measuring when a customer enters a location, stays and exits. It sets everything up for you automatically. It combines enter, exit and dwell features in one campaign and logs and converts them to a visit. To set up an online to offline attribution campaign, all you need to do is specify:
- in-app activity you want to attribute
- locations you want to monitor
- minimum dwell time that counts as visit
- timeframe of your campaign
Attribute substantial store visits with dwell time
Not all store visits are equal. Indeed, which visit do you think, is more likely to convert to a sale – a 5 min one or a 30 min one? Being able to measure how long a person stayed at your location and filter out the visits that are too short or long is key to accurate and reliable attribution. This is why Attribute is equipped with a dwell time feature.
Dwell time calculates the amount of time a person stayed in a specific location. By doing so, it helps filter out passersby from actual visitors. This is especially important if your store is in a dense, busy urban area where you need to be more accurate with separating these two groups.
Every business is different. Therefore, the minimum dwell time will vary based on the size of your store and the type of business you’re working with. In our online to offline attribution campaigns, dwell time is customizable. This means you can set it per campaign so that it fits your various clients.
Attribute on varying scales with beacons and geofencing
Attribute supports online to offline attribution campaigns on both large and small scale with the help of geofences and beacons. If you would like to measure shopping mall enters, you can easily do that with geofencing. On the other hand, if you would like to attribute conversions on a more granular level and, for instance, measure how many consumers made it to a particular store within a mall or even a cash register, you can do so with beacons.
Attribute and reproduce successful marketing efforts only
Finally, the most important thing about online to offline attribution campaigns is that it highlights which ones of your mobile marketing efforts are successful and which are not. This information is key to effectively distributing your marketing spend. Consequently, with Attribute you will get custom reports featuring your conversions, influenced visits and even foot traffic you drove away from competitors.