PlaceIQ, the company building a new model of consumer behavior with location data and insights, announced results of a partnership with digital marketing agency PMG, which sought to better understand the real-time impact of media campaigns on in-store foot traffic during the 2018 holiday shopping season, as tested on PMG client Old Navy.
PlaceIQ’s Place Visit Stream was accessed by PMG through its valued DSP partner, The Trade Desk, in order to measure true foot traffic impact and return on ad spend for all holiday campaign tactics used during the 2018 holiday season. By having near real-time access to foot traffic data in-platform, PMG was able to optimize quickly toward strategies driving the best in-store results. PMG used high-impact, rich media ad units to maximize the impact of their audience discoveries—for example, they were able to harness a secondary brand audience to drive 23% more foot traffic than the primary audience.
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PlaceIQ’s location-intelligence platform ingests and processes billions of movement data points from over 200MM unique anonymous devices to understand the places visited in their consumer journey. By matching this movement data with verified locations, Place Visit Stream delivers visitation metrics down to specific audiences and targeting tactics. This enables brands to match high quality, real-world visitation metrics to a wide array of key marketing applications.
“PMG has many retail clients for whom we are constantly testing innovative ways to measure how online media impacts offline foot traffic,” said Caitlin Meroney,Senior Programmatic Media Manager, PMG.“The PlaceIQ/The Trade Desk integration offered PMG a unique opportunity during the critical Holiday Shopping season that allowed us to gain a real-time understanding of what tactics were driving customers.”
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“PlaceIQ strives to offer brands the seamless ability to understand the real-world impact of their digital marketing investments,” said Duncan McCall, CEO, PlaceIQ. “Through our close partnership with The Trade Desk, we felt privileged to offer a valuable measurement solution to PMG and their marquee clients. By harnessing Place Visit Stream, PMG was able to test optimized media to maximize in-store foot traffic and sales potential during the holidays.”
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