Share of Visit: Focus on the Customer Journey By Drew Breunig
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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: The Rapidly Changing World Of Offline Targeting And Attribution. PRESENTATION: Share of Visit: Focus on the Customer Journey - Given by Drew Breunig, @dbreunig - PlaceIQ, VP, Business Applications. #SMX #12C
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Share of Visit: Focus on the Customer Journey By Drew Breunig
- 1. #SMX @PlaceIQ How Understanding Visitation Trends Can Power Marketing Share of Visit: Focus on the Customer Journey
- 2. #SMX @PlaceIQ How Understanding Visitation Trends Can Power Marketing Share of Visit: Focus on the Customer Journey Drew Breunig PlaceIQ
- 3. #SMX @PlaceIQ Location helps you understand a moment. MOVEMENT helps you understand a life.
- 4. Building Audiences with Movement Data Heads Home Lifestyle: Gym Visitor Lifestyle: Health Conscious Commute Path: Commuter Job: Finance Shopping: Fashionista Dining: QSR Restaurant Lifestyle: Bar Goer Auto Ownership CRM Segments Demographic: Hispanic Household Income: $100k+ Grabs Dinner & DrinksGoes ShoppingDrives to WorkWorks Out
- 5. Lifestyle: Gym Visitor Lifestyle: Health Conscious Commute Path: Commuter Job: Finance Shopping: Fashionista Dining: QSR Restaurant Lifestyle: Bar Goer Auto Ownership CRM Segments Building Audiences with Movement Data Demographic: Hispanic Household Income: $100k+ Demographic: HispanicCommute Path: Commuter Fashionable Hispanic Millennial Demographic: Hispanic Commute Path: Commuter Shopping: Fashionista Shopping: Fashionista
- 6. #SMX @PlaceIQ Data Ingestion Foreground Data Background Data
- 7. #SMX @PlaceIQ • Investigative snapshot of foot-traffic across a segment • Assess overall traffic, store efficiency, and market health • Prioritize competitors, market to market Share of Visit Analysis
- 8. #SMX @PlaceIQ Share of Visit Dining Case Study
- 9. QSR Daily National Traffic – National, Q4 2016 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 Burger King Chick Fil A Jack in the Box McDonalds Subway Taco Bell Wendy’s ChristmasThanksgiving
- 10. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Burger King Chick Fil A Jack in the Box McDonalds Subway Taco Bell Wendy’s QSR Daily Share of Visit – National, Q4 2016
- 11. 0 20 40 60 80 100 120 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 Burger King Chick Fil A Jack in the Box McDonalds Subway Taco Bell Wendy's QSR Visitors Per Store, Per Week – National, Q4 2016
- 12. - 20.00 40.00 60.00 80.00 100.00 120.00 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 89 91 93 Burger King Chick Fil A Jack in the Box McDonalds Subway Taco Bell Wendy's Linear (Chick Fil A) QSR Visitors Per Store, Per Week – National, Q4 2016 3% m/m gain 15% m/m gain
- 13. - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 - 100,000 200,000 300,000 400,000 500,000 600,000 700,000 VisitsPerStore(Dot) Visits(Bar) CFAVisitors QSRVisitors Per Location CFAVisitors Per Location Chick Fil A Market Health Focus – Q4 2016
- 14. - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 - 100,000 200,000 300,000 400,000 500,000 600,000 700,000 VisitsPerStore(Dot) Visits(Bar) CFAVisitors QSRVisitors Per Location CFAVisitors Per Location Chick Fil A Market Health Focus – Q4 2016 74% 53% 14% 56% 70%
- 15. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Atlanta, GA Dallas,TX Houston,TX Charlotte, NC Los Angeles, CA Orlando, FL Washington DC Raleigh, NC Tampa, FL Philadelphia, PA Baltimore, MD Norfolk,VA Greenville, SC Phoenix, AZ Burger King Chick Fil A McDonalds Subway Taco Bell Wendy's Share of Visit by Top DMA – Q4 2016 11% 7%25%
- 16. Charlotte Activity – Q4 2016 QSR Locations by Foot Traffic, Q4 Chick Fil A Locations by Foot Traffic, Q4
- 17. #SMX @PlaceIQ • Media: Build audiences specific to DMAs for more efficient media activation • Measure: Track overall success in a market by store efficiency and share of market • Analyze: Analyze the audience behaviors in under and over performing markets to diagnose trends • Analyze: Determining new store locations and opportunity for growth Applications
- 18. #SMX @PlaceIQ LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX