How do we measure the performance of on-site activations?
People are talking about it more and more over the past few months: the return to “normal” life. This resumption of long-awaited activities serves to announce the return of some things that have been absent over the past year, events for example. Thus, among them, salons, shows, exhibitions, but most of all, activations, retake their place on centre stage. In this article, we’ll explore different ways of measuring the success of your next in-person initiatives.
When we talk about initiatives in person, we’re talking about people (the flesh-and-blood type). Even those who are present to measure the success of an event. Because without a public, there is no event. Traditionally, we evaluate the success of on-site initiatives by three methods: a head count, a tallying up of the number samples distributed or the number of tickets sold. These parameters are still valid today to triangulate the data and obtain an overall picture of an event, and measure its success. However, they don’t allow us to match an advertising campaign and the event it is linked to. One method of doing so is Foot Traffic Attribution (FTA), which measures the impact of an advertising campaign on consumer behaviour and allows us to attribute an action to an internaut.
Concretely, how does it work?
To see it clearly, two of our data partners – Pelmorex and S4M – offer us examples of the measurement and functioning of Foot Traffic Attribution.
Pelmorex owns the Météomédia app, frequently consulted by people in Québec. It’s an interesting environment in which to integrate advertising because it melds into the daily lives of internauts, who tend to return several times a week, even daily. So, if we want to measure the success of an event, it’s possible, in partnership with Météomédia, to identify key locations (a branch, a show venue, a park, a shopping centre, etc.) and to correlate the number of people exposed to banners on Météomédia to those who went to a store. In advertising jargon, we call the identification of key locations geolocalisation (geofencing) and the correlation between mobile consultation and visiting, attribution.
S4M develops drive-to-store campaigns (that generate store visits) that allow us to measure, thanks to Identifier for Advertisers (IDFA, a unique mobile identifier that serves as a retracer), which mobile device was exposed to a piece of advertising and then took an action linked to that exposure (for example, going to a store). More precisely, S4M defines in six steps the impact of an advertising campaign on the success of an event:
1. Exposure to advertising: the internaut sees a banner (on a website or an app);
2. Harvesting the IDFA: S4M collects identifiers from devices of internauts exposed to advertising;
3. Store visit/ participation in an event;
4. Measurement: harvesting the IDFA of internauts seen in store every 24 hours during the campaign;
5. Match: S4M compares the identifiers of devices of purchasers exposed to advertising to those of internauts seen in store;
6. Attribution: S4M attributes an advertising impression to a store visit.
S4M (2021). The Drive-to-Store Platform—The users journey [PDF].
Of measurement and conversion
Tallying up the number of samples distributed will certainly allow you to measure the number of people who participated in your event. However, to learn the effect of an advertising campaign on the participation rate at an event, a sale or a visit, the FTA is the measurement you need. All that’s needed is to identify the centres of interest (the store, the branch or any other precise location) to corroborate the IDFA exposed to a piece of advertising to those who visited a store. As soon as a match is made, we also obtain a conversion.
This attribution measurement opens the door to many possibilities of quantifying the success of our advertising campaigns. We can even calculate a ROAS (Return on Ad Spend) and an ROI (Return on Investment), as well as being able to identify the best advertising channels to maximize in-store traffic. An ideal scenario for data specialists…at least until Apple presents its reform of the usage of mobile data.
To find out more, click here. While we wait, we wish everyone a happy return to events large and small.