“If 90% of all sales still happen in-store, then why are your KPIs all still digital?”
It’s one of the most pressing questions for marketers today, especially any marketer with physical stores. And quite honestly, any marketer whose products are sold in stores. Getting customers through the doors is critical to driving growth. In today’s competitive environment, optimizing marketing spend in real-time to maximize that outcome is more important than ever. As a result, marketers need an always-on signal that shows what marketing tactics are driving new customers, new visits from existing customers, and what tactics keep loyal customers coming back.
Bottomline: Measurement isn’t about looking at what happened. At NinthDecimal, we believe foot traffic attribution is about influencing what is going to happen.
To that end, we are excited to announce a major update to our Measurement business with the launch of Visit Metrics. These new KPIs power advanced marketing optimization never before possible for driving real growth in customers, visits, and sales. They sit side-by-side with our widely adopted Attribution Metrics within Location Conversion Index® (LCI®) to help CMOs make multi million-dollar decisions on how to best allocate their marketing budget.
What’s more, NinthDecimal’s new Visit Metrics are delivered through an enhanced self-serve measurement dashboard that provides:
- A unified view. An entirely new, complete view of campaign performance – not available anywhere else in the industry.
- Faster delivery of data. Quicker access to data for near real-time campaign decision making.
- Support for campaigns of all sizes. A 90 percent decrease in campaign impression requirements. The reduction allows NinthDecimal to offer all of its measurement capabilities to small and midsize campaigns, while still being able to support multi billion-impression campaigns.
Marketers will also be able to continue using LCI® to measure the business impact of their marketing spend by publisher, by audience targeted and by creative in order to more fully understand the impact of their marketing on customer growth.
Visit Metrics and Attribution Metrics Work Hand in Hand
Visit Metrics provide store visit counts and visit rates by campaign. These metrics complement NinthDecimal’s Attribution Metrics which calculate incremental store visits and incremental lift in visitation. For example, a campaign with high Visit Metrics but low Attribution Metrics may reveal a brand is driving existing customers into the store. These types of results would indicate marketing tactics are not optimized toward driving visits from new customers or more visits from existing customers.
Brands can apply these new LCI enhancements across all of their marketing campaigns including digital, mobile, print, TV, out-of-home and other media channels. NinthDecimal measures more than $500 million in media spend annually. It is integrated with more than 250 partners. LCI has been the marketing measurement platform of choice for leading brands, agencies and publishers since 2013.