How can brand owners measure their live marketing performance?

Brand owners use different forms of live marketing activities to increase their brand awareness. Measuring the effectiveness of such live marketing campaigns is difficult without the right tools. Footfall analytics can provide brand owners with the relevant data to measure this and to optimize their marketing activities.

livealytics circle

Whatever the exact marketing strategy of a brand owner is, the main goal usually is the creation/increase of brand awareness. The big majority of brand owners that have a digital marketing strategy are using some kind of web analytics solution to gather insights into the success of their digital marketing strategy overall as well as into specific marketing campaigns.

They collect data regarding the activity on their website, blog or social media pages as for example the number of visits, the average session duration, the pages visited per session, the bounce rate, the entrance point, the number of likes and comments as well as the amount of shares.

However, how can brand owners measure the success of their offline/live marketing activities?

Footfall analytics is the digital solution to measure the performance of live marketing activities – kind of like Google Analytics for the offline world.

Footfall analytics describes the method of counting people who enter a specific area/location. (Find out more) While many different technologies and solutions exist (read more about the different technologies), the more advanced ones go far beyond simple people counting and include various metrics that provide detailed insights into customer behaviour.

Whereas many retailers already use some kind of people counters to measure the customer behaviour in their stores, comparatively few brand owners are tracking footfall. A major reason for this is that many solutions still require some kind of fixed installation (and connected to this, rather high installation costs) which is not practical for brand owners and their often shorter-term live marketing activities.

 

Challenges for brand owners

Live marketing activities of brand owners can have various forms – roadshows, exhibitions and trade shows, product launch events, pop-up stores, sponsorship events, etc.- depending on the type of brand/product they try to promote, the budget and the target group.

No matter the exact form of live marketing activity, brand owners often face a similar set of questions:

  • How many people did we reach with our activity?
  • How to compare the performance of different live activations?
  • How to compare the ROMI between online and offline activities?
  • What is the conversion rate for each activity?
  • How can we compare the performance over time (week-to-week, day-to-day, hour-by-hour)?
  • What external factors have an impact on the effectiveness of our live marketing activities (season, weather, timing)?

 

Footfall analytics solutions for brand owners

Footfall analytics solutions can provide brand owners with data that helps them to answer the above questions. Out of the many technologies that can be used to measure footfall, two kinds of people counters stand out due to their simple installation as well as the wide variety of data they can gather – WiFi sensors and optical camera sensors.

  • WiFi sensors collect data by tracking anonymous smartphone data (GDPR compliant). They detect the pings that are emitted when smartphones search for WiFi networks, and can then track the location of each device depending on the signal strength. They are very easy to install (plug & play) and can cover large areas. Depending on the use case they have an accuracy of 80-90%.

  • Camera sensors have a very high accuracy of 98-99%. They have to be installed horizontally at a ceiling/gate – depending on the installation height the area they cover varies. The data is collected anonymously so no personal data of the customers is being collected.

The most important metrics that can be gathered with the above-mentioned sensors are the following:

  • Opportunities (people within the range of the sensors)
  • Interaction and interaction rate
  • Engagements and engagement rate
  • Bounces and bounce rate
  • Dwell time
  • Peak times
  • Unique visitors (only with WiFi sensors)

Within a short period of time, good footfall analytics solutions can collect and process millions of data points. If processed correctly and visualized to be easily comprehensible, these metrics provide brand owners with a good insight into the success of their live marketing campaigns and can serve as the basis to answer the above-mentioned questions.

livealytics dashboard

Apart from the collection of footfall data, livealytics has also developed a platform that serves as a one-stop solution for visualising and analysing data for a range of activities. The livealytics dashboard provides comprehensible visualizations that can be customized depending on the needs of the individual customers. Overall, the metrics and KPIs are standardised and comparable across individual measurements (time and/or location) and entire campaigns.

 

Conclusion

Footfall analytics allows brand owners to measure the amount of brand awareness that was created with specific live marketing activities. Overall, adding the element of footfall analytics to their live marketing activities can help brand owners to start basing decisions about future live marketing campaigns on consistent data rather than on their gut feeling. It will enable a better conclusion on the ROMI and support a data-driven decision-making process with regards to the planning of future live marketing activities.

 

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If you would like to find out how your company can benefit from footfall analytics, have a look at the livealytics website or book a call with us