What Happened
Foursquare debuted an offline tracking tool named Attribution Powered by Foursquare in February, and now the company is adding a dashboard to the system to offer brands real-time insights. The dashboard features audience metrics including locations, age groups, gender, customer loyalty, and marketing category, and it aims to help brands tie the performance of their digital ads to real-life store visits. So far, 55 brands have signed up to use this offline attribution tool, including Anheuser-Busch, Peet’s Coffee, and Blue Bite.
What Brands Need To Do
As we pointed out when it was announced, this tool from Foursquare can help brands link mobile ads with offline behavior, offering a more dynamic look at attribution in real time so they can adjust their campaigns accordingly. By adding the dashboard, Foursquare is providing brands a more direct way to gauge how their ads are driving foot traffic to stores. If your brand is looking for a way to connect mobile ads to store visits, this Foursquare product may be worth checking out.
For more information on how brands can better utilize customer data to better understand shopper behavior and reach shoppers across channels, check out the Boundless Retail section in our Outlook 2016.
Source: AdWeek
