the guide to maxpoint consumer traffic insights...the guide to maxpoint consumer traffic insights...

THE GUIDE TO MAXPOINT

CONSUMERTRAFFIC INSIGHTS

MAXPOINT FOOT TRAFFIC IMPACT STUDIES: OVERVIEWMaxPoint uses our proprietary location-powered targeting to match neighborhood locations with

audiences and their corresponding interests. This technology leverages a blend of online and offline

behavioral data with location activity to form a detailed understanding of consumer purchase intent

by neighborhood.

Audience insights describe the interests and behaviors of a neighborhood for both users who visit a location and those who do not. Our product sees the entire

population of devices, which grants us the ability to isolate the unique characteristics

of consumers who drove in-store visits.

Distance-traveled insights reveal how far consumers travel from their home to reach a retailer’s store. By analyzing these distances, MaxPoint provides marketers

with ideal audience segments based on travel behavior so that they know the

differences between local and long-distance purchasers.

Co-visit insights associate the names of retailers with a user’s shopping trip, which marketers can use for competitive intelligence. Brands whose products,

such as cars, have high value and long purchase cycles can use this list of stores to

create conquest or co-marketing strategies.

For more information about MaxPoint’s Foot Traffic Impact Studies, get in touch:800.916.9960 | [email protected]

© 2016 MaxPoint Interactive, Inc.

THE GUIDE TO MAXPOINT CONSUMER TRAFFIC INSIGHTS

Mobile devices and the location data they provide offer marketers an opportunity to

discover more about consumers’ activity in the physical world and how these actions relate

to online habits. Unlike desktops, which are linked to a fixed router, mobile devices travel wherever

consumers go and leave behind digital breadcrumbs that describe their shopping journeys.

IN-STORE PURCHASES DR IVE RETA IL SALES

Every person’s mobile device produces location data during

their shopping activities. When these data are connected, they

tell advertisers how well their ads drove consumers to stores.

With over 90% of sales occurring in-store and 95% of all retail sales captured by retailers with a brick-and-mortar presence,1 connecting digital activity with real-world

visitations represents a sizable opportunity for brands.

MAXPOINT CAPTURES REAL-WORLD LOCAT ION DATA ON STORE V IS ITS

When a mobile device user who received an ad visits a store,

we associate that visit with an increase in foot traffic as a

direct result of a campaign. For our measurement, MaxPoint

observes the location activity of a group of users (test group)

both before and after they began receiving ads. We also monitor

a comparison group that never received ads (control) to account

for any changes not due to advertising. When the test group

begins to visit stores at a greater rate than they had before they

received ads, we call this foot traffic lift.

1. A.T. Kearney, 2014.

SPOTLIGHT ON HOUSTON, TX

High Dealership Visits

Medium Dealership Visits

Low Dealership Visits

Dealership Location

MaxPoint’s platform applies multiple layers

of demographic, lifestyle, and location-powered data to every mobile

impression.


… to know a device’s location when at home

and when in a store gives us a detailed picture of

the offline activity of every neighborhood nationwide.

MAXPOINT’S PLATFORM

MaxPoint’s platform applies multiple layers of demographic, lifestyle, and location-powered data to

every impression, resulting in precise targeting, advanced execution, and unparalleled measurement

across every effort. These form the basis of our Digital Zip® technology.

MAXPOINT’S FOOT TRAFF IC IMPACT STUDIES

MaxPoint’s Foot Traffic Impact Studies provide a location-powered measurement solution that

uses mobile location data to produce actionable intelligence on how multichannel advertising

impacted real-world shopping activity and store visits.

WE SEE THE HOMES AND PREFERRED DEST INAT IONS OF MILL IONS OF DEV ICES

MaxPoint targets devices with ads relevant to where a person

lives and uses consumer response to understand real-world action.

The ability to know a device’s location when at home and when

in a store gives us a detailed picture of the offline activity of

every neighborhood nationwide.

THE TWO PR INC IPLE PARTS OF UNDERSTANDING FOOT TRAFF IC :

TARGET INGMaxPoint locates the consumer

most likely to respond to an ad

by visiting a store.

MEASUREMENT AND INS IGHTS

MaxPoint analyzes the data collected

from in-store visits to uncover

actionable insights.

For more information about MaxPoint’s Foot Traffic Impact Studies, get in touch: 800.916.9960 | [email protected]


THE DIGITAL ZIP® ADVANTAGE

What drives a consumer to purchase a product at a store? To answer the question, MaxPoint

connects the online browsing habits of consumers before they leave the house with their actions

outside the house. When we combine Internet behaviors by neighborhood, patterns emerge between locations that we use to

distinguish the households of one region from households of another.

We map those differences geographically into micro-neighborhoods based on purchase intent, among numerous other data

layers, to create our system of Digital Zips. Our method provides the best answer to identify the consumer’s journey from

product discovery to in-store purchasing.

MULT ICHANNEL LOCAT ION DATA PROVIDES A DETA ILED P ICTURE OF CONSUMERS’ MOVEMENT

Knowing why a consumer decides to buy a product does not end with observing only the consumer’s

physical location. You need a holistic understanding of how a person’s online behavior results in offline

action. Only MaxPoint enables you to measure the increase in store visits resulting from desktop, tablet,

and mobile marketing.

MAXPOINT USES ADVANCED TARGET ING TO MATCH HOME LOCAT IONS, AUDIENCES, AND ONL INE BEHAV IOR

Our technology leverages a blend

of online and offline data as well as

location activity to form a detailed

understanding of consumer purchase

intent by neighborhood. Our method

does not rely on cookies and is not

affected by empty cookie profiles,

which limit behavioral targeting.

MaxPoint applies our unique targeting

system to more than a billion devices

worldwide.

We collect GPS data to provide offline store

visit information that we use to understand the

connection from home to store.


We target the entire pool of connected devices

rather than limiting ourselves to those with

user profiles.


D IG ITAL Z IPS ENABLE HOME TO STORE CONNECT ION

While Digital Zips provide the home location for a

device, we collect GPS data to provide offline store visit

information that we use to understand the connection from

home to store.

To understand consumer activity using mobile location data, MaxPoint:

OUR PLATFORM DOES NOT REQUIRE TH IRD-PARTY COOKIES TO IDENT IFY AND TARGET IDEAL CONSUMERS

We target the entire pool of connected devices rather than

limiting ourselves to those with user profiles. Seeing the entire

population of devices allows us to gather intelligence from

every device, irrespective of ad serving or store visitations, and

produce insights that reflect the entire ad ecosystem.

1. Assigns a home Digital Zip

to a mobile device based on its

most frequent location.

2. Catalogs businesses and

stores individually by location.

3. Locates a device at a particular

store based on latitude/longitude

coordinate data.



FOOT TRAFFIC IMPACT STUDIES FOR AUDIENCE PROFILE INSIGHTS

Brands designing multichannel marketing campaigns often have very little information

on the ability of their advertising to bring consumers into stores. Companies are capable of

measuring virtually every aspect of a digital interaction, but brands want to be able to connect

that knowledge directly to in-store visits.

MaxPoint provides a solution to this problem by matching store visitation data with online browsing activity to understand

the characteristics of people who visit stores versus those who do not. Our product sees the entire population of devices,

which lets us isolate the relevant traits of visitors that led to a visit using the information contained in our Digital Zips, such as

purchase intent, retail spend, and demographic data.

Mobile companies that profile users based solely on their past locations lose the richness of the information provided by our

Digital Zip® framework. MaxPoint’s non-cookie-reliant solution is unique to the industry, as we are able to match a device to

the applicable audience based on the device’s home Digital Zip.

CASE STUDY: AUDIENCE PROF ILE INS IGHTS IN ACT ION

MaxPoint ran a study with a major auto brand to better understand the

interests of consumers in-market for a car. Our nationwide study ran in

conjunction with a three-week ad campaign that targeted males aged 25–54 who are interested in buying a car.

The study found that a younger demographic responded more strongly than

other groups, as neighborhoods with men between ages of 18 and 24

showed greatest engagement.

[We] isolate the relevant traits of visitors

that led to a visit using the information contained in

our Digital Zips, such as purchase intent,

retail spend, and demographic data.


Our Traffic Analytics audience data showed that, when compared to the control average, the group that visited the brand’s

dealership as a result of the ad campaign was 9% more likely to be interested in new technology, 13% more likely to be

interested in fitness, and 47% more likely to be interested in sports.

Uncovering this younger segment of interested consumers enabled the manufacturer to alter its messaging and engage with a

desirable demographic that offers years of purchasing potential.

INTEREST IND ICES

WHAT FOOT TRAFF IC MEASUREMENT MEANS FOR YOUR CAMPAIGNS

MaxPoint uses mobile location data to empower brands to discover important

characteristics about their customers by tying together digital and real-world

behavior to create advanced marketing strategies based on our Digital Zip®

audience intelligence.

Mobile companies that profile users

based solely on their past locations lose the richness of the

information provided by our Digital Zip®

framework.

Ethnicity: WhiteEthnicity: African Am.Ethnicity: LatinoEthnicity: AsianChildren: YesHome Ownership: OwnMarried: YesIncome: Less Than $20KIncome: $20–$40KIncome: $40–$60KIncome: $60–$80KIncome: $80–$100K

Less Likely More Likely

Age: 18–24Age: 25–34Age: 35–49Age: 50–64Age: 65+Interest: ParentingInterest: Arts/CultureInterest: New TechInterest: FitnessInterest: Home RepairInterest: SportsInterest: Business

Less Likely More Likely

+7%–5%

No DiffNo Diff

–4%No DiffNo Diff

+9%+13%

–10%+46%

–6%

+4%–16%

+4%–25%

No Diff+10%+7%

–11%–23%–15%

+15%+27%

Positive Interest Negative Interest



FOOT TRAFFIC IMPACT STUDIES FOR DISTANCE-TRAVELED INSIGHTS

People traveling different distances will have distinct interests that draw them into retailers.

Without knowing the distance between home and store, a marketer might create messaging that

is attractive only to local shoppers while not considering the motivations of those traveling farther distances.

MaxPoint measures the distance between a consumer’s home and the store they visited to generate location-based insights.

This allows MaxPoint to report on the differences among audiences based on how far they traveled

to a store.

For example, a visitor traveling 60 miles to a store may come from an area more financially homogeneous than someone

traveling 15 miles. Ads sent to a device in an affluent neighborhood might not be as effective when served in a less affluent

area. We call these our distance-traveled insights, and they represent a core capability in our Digital Zip® framework.

CASE STUDY: D ISTANCE-TRAVELED INS IGHTS IN ACT ION

MaxPoint ran a foot traffic campaign for a brand’s snack food product

offered at a national gas station chain distributed along major travel

corridors. The brand had created a campaign designed to target blue-collar

workers grabbing a quick snack.

After running the campaign, we analyzed the collected data. MaxPoint

clustered our distance-traveled observations into three groups—those

consumers who traveling an average of 90 miles, those who traveled an

average of 673 miles, and those who traveled an average of 1,603 miles

from their home Digital Zip, with a median distance of 102 miles traveled

from home to store.

[Knowing the home location of a device]

allows MaxPoint to report on the differences among audiences based on how

far they traveled to a store.


Using the distance-traveled data, MaxPoint

advised the brand to create distinct creative for the major audience

segments based on where and how they live.

The fact that many customers traveled

over 100 miles was surprising to the

snack food brand, which had assumed

its target demographic was largely local

and shopping for snacks on their lunch

breaks. The media campaign had originally

been formulated to cater to a quick-grab

audience and not one traveling for vacation

or driving significant distances.

Using the distance-traveled data, MaxPoint

advised the brand to create distinct

creative for the major audience segments

based on where and how they live.

WHAT FOOT TRAFF IC MEASUREMENT MEANS FOR YOUR CAMPAIGNS

MaxPoint’s provides a window into the lives of consumers. Our distance-

traveled insights enable marketers to segment their shoppers into distinct

groups based on their travel habits and audience profiles. Precisely

addressing the behaviors and lifestyles of your shoppers increases the

potential for greater engagement and increased purchasing.

500–1,000 miles

<500 miles

1,000–1,500 miles

1,500+ miles



CO-VISIT ANALYTICS FOR COMPETITIVE INTELLIGENCE INSIGHTS

The data gathered from the mobile location activity produced as someone visits multiple

stores within the same day is a valuable source of marketing intelligence.

In aggregate across many consumers, we tend to find patterns in the combination of places people tend to visit. A common

mix of locations might tell us, for example, that when a person visits a car dealership, they are also likely to visit a bank or

competing dealership within the same shopping trip.

MaxPoint uses mobile location data to build a list of associated or competing stores visited by consumers within a

24-hour period to create co-visit insights.

Co-visit insights inform advertisers of their major competitors and associated stores in the moments leading up to a

consumer’s purchase decision. Brands can use that information to strengthen their conquest and co-branding strategies.

CASE STUDY: EXPLORING CO-V IS IT DATA FOR T IER I I AUTO DEALERSHIPS

To explore the possible uses of co-visit data, we looked at a recent regional

automotive campaign targeting mobile devices with the goal of increasing

foot traffic to a selection of tier II dealerships.

Our study registered thousands of potential visitors to local dealerships

during a two-month period.

Co-visit insights inform advertisers of

their major competitors and associated stores

in the moments leading up to a consumer’s purchase decision.


41%VISITED A

LUXURY BRAND

38%VISITED A

FOREIGN BRAND

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

41%

38%

15%

Luxury 2

US Brand 2

US Brand 1

Foreign

Luxury 1

By knowing which competitors are most

important to your consumers, you can devise a marketing strategy to increase

market share and gain new customers.

CUSTOMER CO-VISITS

PE

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TAG

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VIS

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D A

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Of those consumers who visited the targeted auto

dealerships, 41% visited a competing luxury brand,

and 38% visited a competing foreign brand.

Using the information, the client worked to devise

regional media strategies to conquest and retain

consumers from their local competition.

WHAT FOOT TRAFF IC MEASUREMENT MEANSFOR YOUR CAMPAIGNS

MaxPoint captures and analyzes the mobile location data needed to

determine consumer co-visitation habits. By knowing which competitors are

most important to your consumers, you can devise a marketing strategy to

increase market share and gain new customers.


Contact MaxPoint to learn how our targeting and insights will benefit your next mobile effort. 800.916.9960 | [email protected]


CONCLUSIONMaxPoint collects mobile location data from millions of devices to measure

traffic into your stores. Our technology sees the entire population of mobile devices and gives

us the widest possible reach for digital ad targeting; we then use our data expertise to produce

audience, distance-traveled, and co-visit insights.

PROPRIETARY TARGET INGUsing the home neighborhood location of a device to craft ad strategy

represents an evolution in targeting over solutions that rely solely on profiling

user co-visits. When a device is linked with its home Digital Zip, we target the

user with ads based on the interests of that consumer’s neighborhood. This

ability to show consumers location-relevant messages generates in-store traffic

that we then measure and report on using our Foot Traffic Impact Studies.

ACT IONABLE INS IGHTSMaxPoint formulates valuable insights that advertisers can use to learn

more about their consumers:

• Audience insights for mobile are produced by connecting a device to its

home Digital Zip to generate neighborhood-level audience profiles.

• Distance-traveled insights measure the miles between home and store

and let advertisers know the distances their audiences are willing to travel.

• Co-visit insights provide a path among store locations visited that enable

advertisers to create co-branding or competitive intelligence strategies.

the guide to maxpoint consumer traffic insights...the guide to maxpoint consumer traffic insights...

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