The Next Generation of Online to Offline Attribution: Powered By Indoor Mobile Location
With retailers and brand advertisers now spending over $70 billion annually on digital media, understanding the business impact of these investments is critical. Yet with more than 90% of retail sales taking place in brick and mortar stores, tools for measuring online behaviors like ad click through and ecommerce sales simply aren’t enough. That’s why many have turned to online to offline (O2O) attribution solutions to help them understand what consumers do in the OFFLINE world after seeing an online ad.
O2O attribution solutions leverage mobile location technology to identify consumer behaviors in the physical world. Unfortunately, most of these solutions rely on outdoor location signals (GPS) and “black box” algorithms to predict whether or not a particular consumer entered a store after seeing an online ad. Because of the inherent issues with outdoor location data accuracy and the lack of transparency offered by third party data providers, these solutions present significant challenges for retailers and brand advertisers.
Thankfully, indoor mobile location technology has ushered in a new generation of O2O attribution capabilities that offer much more accurate and verifiable first-party location data. With this new data, marketers and advertisers are able to easily and confidently measure the offline impact of their online media campaigns. And thanks to enterprise hardware providers who have embedded Bluetooth Low Energy signals into their POS systems, WiFi access points and LED lighting fixtures, indoor location signals are now accessible in virtually every retail location.
How it works
Advantages of O2O attribution powered by indoor location
Accuracy- In addition to working in areas where GPS doesn’t (e.g. malls or dense shopping areas and urban settings), indoor location signals can pinpoint a shopper’s location down to a few meters, allowing advertisers to verify not only store visits but also department-level shopping with 100% certainty.
Speed- Because indoor location signals are owned and operated by the retailers who deploy them, these retailers and their brand suppliers always have direct and instant access to the data that is generated. With this access, they are able to measure and optimize campaign performance in real-time, driving greater efficiencies in their media investments
Transparency- By eliminating the need for third party data sources and service providers, retailers and their brand suppliers can work together to generate first party shopper data for greater confidence in results.
Attribution Isn’t Just for Paid Media
In today’s omnichannel world, retailers are investing heavily in their owned media channels. Mobile app content, email marketing, SMS notifications, push messages and social media programs all require significant investments of time and personnel. By controlling the indoor signals in their stores, retailers can use the same O2O attribution capabilities to measure and optimize the impact of their paid AND owned media on driving retail store traffic. And by understanding the drive-to-store effectiveness of ALL digital marketing activities, retailers can make better, more informed decisions regarding strategy, budget allocation and creative messaging.