The fourth quarter of 2016 saw a significant uplift in physical store visits coming from digital campaigns.
That’s according to location data and analytics company Cuebiq, which just released a benchmarking report for offline visits driven by digital campaigns. In it, the company offers metrics on daily visit averages, dwell times and campaign uplift ranges in nine verticals.
The data come from Cuebiq clients and were collected between Q3 2016 and Q1 2017. Campaign uplift is determined using a “control/exposed” methodology, which other providers also use to determine impact on store visits:
Uplift measures the impact of ad exposure in driving in-store visits. It is determined by comparing two groups of users: those who saw the ad campaign (the exposed group) and those users who did not see the campaign (the control group). If more users from the exposed group went to an advertisers’ desired point of interest (POI) compared to the control group, then there will be a positive uplift. Conversely, if more control group users went to the POI, the campaign had no impact on store visits.
The growth in Q4 makes sense because of holiday shopping and seasonal consumer receptiveness to marketing messages, which often include discounting and time-sensitive offers.
Cuebiq also determined average visit lengths (dwell times) and most popular visit times during the day for locations in a range of verticals. Travel includes hotels and airports. Financial includes banks and insurance. Entertainment includes movie theaters, sports venues and concerts. The time associated with the Entertainment category doesn’t entirely make sense, given that movies, sporting events and concerts are generally longer than 38 minutes.
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