Purposes of measuring an advertising campaign
The two main purposes sought when measuring an advertising campaign are the following:
Optimizing your budget and focusing on the campaign strategies that have achieved the best results.
Achieve the highest return after making the investment.
What are the challenges? – Most moj database common challenges in Retail
As technology advances, it is becoming easier to measure footfall in an e-commerce store, but what about in a physical store? Measuring footfall and knowing the real origin of customer traffic to a physical store has become one of the main challenges for the retail sector.
Conversion : Get the highest number of visits in specific areas
Recurrence : Getting customers from nearby areas to increase the number of visits to the physical store and, consequently, increase the average ticket.
Awareness : Generate greater brand recall of the brand, normally by expanding the area of influence, moving from the most active micro-zones to more distant areas.
What tools to use to measure the impact of a marketing campaign?
There are many tools such as Google Analytics, AdEspresso, Kissmetrics, Sprout Social… with which you can measure the main KPIs of your digital campaigns: reach, conversion rate, CTR, CPC, CPA, etc.
However, these tools remain on a very superficial level. GeoMetriX, thanks to the combination of geomarketing, data and the use of Artificial Intelligence , is able to delve deeper into the analysis, providing geolocated information and measuring the results of marketing campaigns in physical retailers.
GeoMetriX. Map your impact, measure visits and personalize the channel
At Mediapost we have developed the GeoMetriX solution , based on the GIS system. With it you can integrate geolocated data through layers of information from your points of sale, your advertising impacts, your competition, geolocated users and more than 50 sociodemographic, economic or housing type variables.
Thanks to the AI integrated into GeoMetriX , you will be able to measure the influx of people to physical points of sale at any given time and know the real area of influence to plan on and off micromarketing actions based on consumer behavior, segment based on the time of year, the moment, the product or the target audience, among other variants. From here, retailers will now be able to generate evolutionary data models for their marketing strategies, understand and streamline seasonal campaigns, and create alerts and comparisons with other periods or other stores of the brand.
