In this paper, we look at the benefits to advertisers of attributing store visits to ad exposure, provide examples of companies that are already using it, and outline some of the technical underpinnings that make it possible. Our argument is simple: footfall measurement should be added to existing KPIs to help brands get a more holistic, retrospective understanding of campaign effectiveness, and to help generate tactical real-time insights to fine-tune live campaigns. The result will be much more effective advertising and ultimately more sales.
The report’s content in a nutshell:
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