Marketers must be familiar with the location data products in the market.
This article states that foot traffic attribution remains a challenge for marketers since “different types of data reside in different systems”. The author suggests how marketers can measure foot traffic attribution.
Marketers must start by defining what attribution means for their company. Whether it involves getting people to visit a specific location on a specific date or time. Defining what an acceptable ROI would be for the company comes next.
In case of measuring overall traffic, it would involve measuring how many people visited a location. More granular look would mean measuring sales per square foot. Marketers must familiarise themselves with the various location data products on the market. Typically, these products vary in data quality, customer service, scalability, privacy compliance, ease of use among other features.
[4 minute read]