Website LCI® Enables Retailers to Link their Website Initiatives, Including search, to In-Store Foot Traffic for Omni-Channel Marketing Insights
SAN FRANCISCO — Nov. 15, 2017 — NinthDecimal, the leading marketing platform powered by location data, today announced it has expanded its offline attribution platform, Location Conversion Index® (LCI®), to measure website effectiveness. As the industry’s first website-to-store attribution offering, the new Website LCI® helps marketers further connect their digital assets to offline sales, and provides retailers with a better understanding of the interplay between their e-commerce and in-store initiatives.
Website Effectiveness Revealed
NinthDecimal partnered with Ansira, one of the largest independently owned digital, CRM, and channel marketing agencies in the country, to further test this new website-to-store attribution solution. Findings from the first implementations, which span Ansira clients across QSR, auto, and retail verticals, revealed:
- Mobile generated a higher incremental lift in store visits than tablet and desktop
- Paid search traffic drove the highest website-to-store conversion rates (1.7x greater than direct site traffic)
- Direct site traffic drove the highest lift in incremental store visits
To access the full results from the study, click here.
“Website LCI’s insights highlight the importance for brands to build a successful plan in order to reach and convert omni-channel shoppers who are visiting their website,” said Jim Badum, Executive Vice President of Client Partnership at Ansira. “It is a prodigious opportunity for brands using their web presence to increase foot traffic to their physical locations.”
NinthDecimal’s Website LCI delivers comprehensive behavioral insights on the growing number of omni-channel shoppers who browse online, then make an in-store purchase. Forrester Research estimates that ‘webrooming’ (i.e., online research to in-store purchase) will reach $1.8 trillion in sales this year, magnifying the need for marketing solutions that help brands understand, and capitalize on, omni-channel behavior.
Closing the Gap Between In-Store Sales and Online Assets
By implementing Website LCI as an always-on measurement tool, brands can identify how different web properties, product categories, audience segments, and offers perform. With this data, retailers can optimize their digital and website strategies to also increase website-to-store conversion rates. As an extension of Website LCI, marketers can target audience segments based on website visitation for campaign activation.
“Understanding omni-channel shopping behavior has become critical to success for marketers,” said David Staas, president of NinthDecimal. “However, brands have limited visibility into this aspect of their consumers and how they shop. Using Website LCI to fill this blind spot gives them the insights they need to build holistic marketing strategies based on real-world KPIs.”
Ansira is a leading data-driven, technology-enabled marketing solutions provider, specializing in the integration of local and national marketing programs through marketing automation, data analytics, CRM and performance media. Ansira leverages superior marketing intelligence to build deeper, more effective relationships with consumers and the retail channel partners that engage them on the local level. Marketing intelligence is infused across all disciplines and executed through digital, direct, social, mobile, media, traditional and creative campaigns, marketing automation and trade promotion programs. Ansira is among the three largest, independently owned CRM and direct marketing agencies and among the 10 largest independent digital agencies in the U.S. and enjoys long-term client relationships with Fortune 500 companies spanning a broad range of industries, including automotive, dining, retail, consumer packaged goods, technology and specialty services.
NinthDecimal is the marketing platform powered by location data. It harnesses this data to build a precise understanding of consumers’ physical-world behavior. Fortune 500 companies and marquee brands activate this customer intelligence through audience targeting, measurement, insights, and data licensing solutions. By filling the gap in understanding how consumers spend the majority of their time, NinthDecimal provides marketers with a new model of the customer journey for impactful engagement.