GroundTruth Blog

Jessica Meyers

ジェシカはXAD、Inc.のマーケティングコミュニケーションマネージャーであります
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The Where of Wearables: Exploring the Potential of Wearables and Location-Based Marketing

Posted by Jessica Meyers on Mar 8, 2017 10:00:00 AM

Wearables and Location-based Marketing

Last year, Gartner reported that wearable technology needs to be more useful. With wearable abandonment rates hovering around 30 percent, the research company stressed the importance of creating more compelling value propositions.

eMarketer echoed similar sentiments when revising its previous growth estimates for wearable device usage. According to one of its analysts, "Without a clear use case for smart watches—which have more features than fitness trackers, but significant overlap with smartphone functionality—the more sophisticated, expensive [wearable] devices have not caught on as quickly."

The wearables market may be leveling off, but that hasn't changed the fact that this technology could be a game changer for brands. Those who are embracing it are doing exactly what Gartner and eMarketer are recommending, and making wearable tech more useful and functional for users. Commuters in the UK can now use their Apple Watches to find the nearest bus stop and plan their bus trips, and Android Wear smartwatch owners who are hungry for a slice can count on the Pizza Navigator app to point them to the nearest pizza place.

You can bet location technology will play a big part in wearables moving forward, too. Let's take a closer look at the wearable tech opportunity, and the role that location-aware messaging could play within it.

Omnipresence

Wearables go where their users do, and that makes this technology incredibly important to marketers. Consumers already recognize the value of geographically-relevant offerings. Pew Research Center has reported that 90 percent of U.S. smartphone owners use location services on their devices, and that number is on the rise.

We're likely to see marketers maximize wearables in similar ways to mobile-based advertising. When brands are always on hand to deliver location-specific messages that are useful to consumers—like maps to nearby retailers and information about current in-store product offers—they can create lasting and meaningful customer relationships.

Experience

Wearable devices like virtual reality headsets are already being used to create immersive brand experiences, and many of these take place on-site at festivals and in-stores. In Sweden, for example, McDonald's transformed limited edition Happy Meal boxes into virtual reality viewers that allowed children to play a VR game. In order to participate in this exclusive experience, though, consumers first had to visit a select McDonald's restaurant.

Imagine the location-aware activation possibilities. It won't be long before brands are leveraging VR to deliver location-specific ads or offers associated with their immersive video experiences. Interest in virtual and augmented reality is increasing, with consumer and media insights company Nielsen reporting nearly a quarter of Americans 18 to 54 expect to use or buy VR technology this year. The ability to combine location targeting with wearable technology to deliver entertaining and purposeful brand experiences is one that marketers aren't going to ignore.

Innovation

If there's one more aspect of wearables that marketers can really capitalize on, it's the technology's capacity for innovation. In the near future, industries like hospitality and travel will begin to experiment with wearable technology's unique functions, including haptics and vibrations. Marketers may soon be notifying consumers of location-specific retail offers in their area and nearby points of interest by vibrating their smartwatch.

Wearable tech is evolving and maturing with every passing day. Keep an eye on the unique opportunities that grow right along with it.

Topics: Location

Industry Insights: Foot Traffic Actions Speak Louder Than Words for Resolutioners

Posted by Jessica Meyers on Mar 2, 2017 2:56:37 PM

xAd Foot Traffic Insights around Resolutions

On January 1st, millions of consumers resolve that they'll turn a new leaf, kick their sugary vices, and return to the gym. According to Statistic Brain Research Institute, nearly 60 percent of Americans also claim to keep good on their resolutions, at least through the first month. But, xAd's foot traffic data reveals that consumer effort in keeping those resolutions declines after the third week in both the US and UK. Consumers, it seems, are a little less than truthful about maintaining their resolutions.

This is just one of the many findings from xAd's foot traffic analysis of consumers habits around resolutions. While insightful, it presents a bigger question to marketers: "Do people actually do what they say they're going to do?" Foot traffic data can help us gain a deeper understanding into this question; revealing that sometimes the answer is simply, no.

Below are three additional insights gleaned from xAd's foot traffic data, exposing new secrets around consumers and their habits:

It's Hard to Resist Guilty Pleasures - Especially for Our Friends Across the Pond

xAd US vs. UK Number of Virtue over Vice Visits

US consumers stay on target with their resolutions at least a week longer than UK consumers. But by the second week of January, UK consumers give into QSRs more so than their US counterparts and start to drop off from virtuous actions, like eating healthy and going to the gym.

US consumers are also 34 percent more driven than average to make virtuous changes within their lives during the third week of January, however, their behavior shifts shortly after that. By the last week in January, US enthusiasm for a healthier lifestyle begins to drop off by nearly 5 percent of visits to health-centric stores versus visits to fast food and liquor stores — just in time for the end of "Dry January" and the lead up to Super Bowl. By February 6, resolutions dropped an additional 8 percent.

There's Something About the Northeast

xAd Number of Virtue over Vice by Region

If a consumer lives in the Northeastern part of the US, they're much more hardcore about sticking to their goals. In a study about centenarians from the Boston University School of Medicine, the Northeastern states have the highest number of US citizens living over 100 years. None of the centenarians or super-centenarians (110 or more years old) were obese, or had a habit of smoking. What's more is that these centenarians were wide-ranging in socioeconomic status, ethnicity, and diet—though very few were eating hamburgers regularly or drinking alcoholic or sugary beverages.

The Midwest and the South Have Similar Habits

xAd US Virtue over Vice Visits by Week

Consumers in the middle of the country and southern states have similar lifestyles, according to their foot traffic patterns. In nearly every week from mid-December to the end of January, consumers in the Midwest and South had roughly the same ratio of virtues to vices from week to week, within a few degrees. By contrast, the Northeast and the West, which were both healthier than the Midwest and Southern states, had a much larger differences between them.

So, what does this mean for marketers?

By the third week of January, it's time for gyms or health food stores to start re-incentivizing consumers to keep making healthy choices by offering new perks and/or sending positive campaign messages to keep up the spirit. The same can be said for QSR or retail marketers of liquor stores and supermarkets, who might be able to win people back consumers during this same time frame. Marketers should also be aware of region-specific habits and vices—it's likely that the same marketing in the Midwestern states won't appeal to the Northeast.

Topics: Location, Seasonal

How Companies Everywhere Are Using Location Targeting to Make a Brand-Customer Match

Posted by Jessica Meyers on Feb 16, 2017 5:56:55 PM

Craigslist's missed connections are always a fun read, but they also demonstrate a very real problem: while people can cross paths at different locations throughout their lives, it doesn't always end up in a connection. 

Introduce technology into the equation, though, and location might just lead to love.

This theory is likely what prompted online dating site Match to launch Missed Connections, a tool on its mobile app that uses historical location data to lead people to possible matches they may already have crossed paths with in the real world. The company writes, "The feature now makes geolocation the priority in your search criteria, revealing the intersection points for your last crossed spot."

With Missed Connections, Match joins countless other companies prioritizing location targeting and using this technology to create more effective and relevant mobile experiences.

According to a new report from market research and advisory firm BIA/Kelsey, location-targeted mobile ad spending is expected to top $32 billion in 2021, up from around $12 billion last year. At the same time, location targeting is gaining traction in the B2B world. The president of enterprise mobility software company MOBI recently told TechRepublic that he expects to see more location-based business apps on the market this year. "Look for business apps that serve the mobile worker to be enhanced with location awareness," he said. As an example, he cites a travel itinerary app that could "add location awareness and alert the user when it is time to depart for a flight."

All of this suggests that location as a category is successfully demonstrating its value. As marketers continue to invest in location-targeted mobile ads and find new ways to tap location data to augment their apps, mobile users are going to see that value, too. A restaurant that uses location targeting to call attention to the fact that it's squarely in the path of a potential customer who passes it daily on the way to the office isn't just making a smart marketing investment, but demonstrating its dedication to serving that consumer's current and future needs. By using location data, the restaurant can gain insight into the mobile user's routine and anticipate upcoming wants like a convenient lunch spot, a place to host a work dinner, or a good option for a post-work date.

So take a cue from Match, along with many other industries, maximizing the location technology opportunity. We can't promise you'll find love, but by exploring the ways location targeting can improve the mobile experience, odds are good that you'll make a lasting brand-customer match.

Check out our latest case study to see how our location technology helped Arby's increase baseline sales by 4%

Topics: Location

3 Restaurant Industry Insights - Sourced From Foot Traffic Trends - Can Make QSRs More Competitive

Posted by Jessica Meyers on Dec 29, 2016 10:00:00 AM

xAd 3 Restaurant Industry Insights - Sourced From Foot Traffic Trends - Can Make QSRs More Competitive

In the restaurant business, competition is tougher than an overcooked burger—especially for fast food and fast casual chains.

Reports show that fast casual sales increased by more than 11 percent last year. Consumers also favored fast casual and fast food restaurants over casual dining in Q3, stealing .5 percent share from the casual dining category. If these Quick Service Restaurants (QSRs) want to maintain their momentum into the new year, though, they'll have to listen to what their changing consumer wants—and continue to reinvent themselves to meet those needs.

In xAd's new Q3 QSR Foot Traffic Trends report, which is based on 45 million visits to 16 QSR brands, foot traffic data and visitation trends provide unique insights into the QSR market that can help brands get ahead.

Let's take a closer look.

Creatively New Menu Items Give QSRs a Leg Up

Introducing new menu items can keep customers coming back for more, while also attracting new visitors through its doors. Just ask Starbucks and McDonald's.

According to xAd data from July 1 to September 30, Starbucks gained 1 percent of foot traffic share. The chain offered innovative new products like coffees made with coconut milk and seasonal favorites such as the Pumpkin Spice Latte. McDonald's also gained 3 perfect of foot traffic share with new menu items, such as antibiotic free chicken nuggets and the Pesto Mozzarella Melt.

Analyzing customers' location affinities can also help QSRs narrow down their audience segments and product offerings. xAd found that consumers who drink premium coffee, such as Starbucks, are more likely to be consumers of Nordstrom or Westin Hotels. This insight reinforces that these brands should continuously offer premium products to satisfy their customer's taste.

Professionals' Lunch Preferences Are Changing

Fast casual restaurants tend to draw the biggest crowds on weekends, but xAd's Q3 data shows that their weekday lunch business is growing. In fact, one recent market report suggests that millennials and discerning professionals are starting to move away from fast food chains at midday. "They're looking for a full-service quality product in a McDonald's style efficiency. And that's really where fast-casual comes from," the CEO of a restaurant group with two fast casual brands said

Now is the time for fast casual brands to increase their weekday lunch market share. How? One solution is to leverage conquest targeting. Brands can create a location-based mobile marketing campaign designed to increase awareness and drive traffic among consumers that are considering other fast food and fast casual chains.

Health-Conscious Consumers Love a Good Bargain Too

It may stand to reason that consumers who value ingredient quality would gravitate toward more expensive retail stores. Nearly 90 percent of them are willing to pay more for healthy foods, but that doesn't mean they don't appreciate a good bargain. xAd found that Panera Bread customers, who are largely seeking healthy meal options at an affordable price, are more likely than the average consumer to visit retailers like T.J. Maxx and Old Navy, where they can also get more bang for their buck. These customers also frequent stores like Dicks' Sporting Goods and Bed Bath & Beyond—valuable intel not only for location-based targeting, but for brands looking to better understand who their audiences are based on real world visitation trends.

Interested in learning more about QSR customer trends? Download our report today.

Topics: Industry, Location

Innovation and Insights Changing Retail Marketing

Posted by Jessica Meyers on Dec 1, 2016 2:41:52 PM

xAd Innovation and Insights Changing Retail Marketing

Frustrated shoppers are all too familiar with disappointing retail experiences: If they can't find what they want at the price that they want, they give up and leave. For marketers, this is something of a nightmare—pairing actionable data from both online and offline sources to understand consumer habits can be tricky, but emerging platforms and software will surely help. In this article, we'll explore new technologies and insights helping marketers close the gap between online affiliations and offline attribution.

1. Facial Recognition Software

Companies, like the new smart luggage brand, Bluesmart, know that to make a positive first impression on shoppers, they'll need to invest in tools like in-store facial recognition software that can anticipate a consumer's needs and educate them about their product. This technology, coupled with location-smart mobile technologies, would show which displays were ineffective, and what product a consumer checked out immediately afterwards. Initially, as demonstrated by Bluesmart's plans, this might start as a tablet display that a customer interacts with to ask questions and receive instant feedback.

2. Robotic Shopping Carts

Tracking faces won't be the only thing that matters. In September, Walmart made headlines when it announced that it had filed a patent for automated shopping carts that would help shoppers find the items they're looking for with the click of a button. The carts could also eventually show a consumer's shopping habits—or what the most trafficked aisles are, and perhaps clue marketers in as to why they're frequented. Sensors within the cart would also be able to tell where shoppers stop, for how long, and how slowly or quickly the customer is moving to their next destination. That could also mean that, from store to store, cart to cart, a marketer can tell the shopper's intent and get a sense of their purchasing habits and whereabouts in that moment in order to serve more relevant promotions and deals.

3. Augmented Reality

When it comes to actually shopping and placing items within the cart, boxed goods are both reassuring and frustrating. What if you wanted to buy a camping tent, but couldn't gauge the size by the dimensions on the box? Augmented reality can help here—soon smartphones will be able to project the size and shape of items, so that consumers can get a first peek at what they're buying. Already online retailers, such as Wayfair, are experimenting with ways consumers can test their products out with augmented reality while at home.

4. Location Intelligence

What happens when a consumer enters or leave a store? Where do they travel to next and why? Location intelligence platform, MarketPlace Discovery can aid there—this tool allows marketers to see foot traffic within retail spaces and make connections between different stores within an area. Furthermore, marketers can also better judge where consumers might be coming from, be it a nearby office building or suburb. It can also gauge just how often that consumer stops by; a once frequent customer who stops shopping at a specific location might be a clue to a bigger issue, one too important for marketers to miss.

Topics: Location, Technology, Discovery

How to Gain Consumer Context by Using Location Intelligence in 2017

Posted by Jessica Meyers on Nov 8, 2016 10:00:00 AM

The Future of Location panel at xAd On LocationThe Future of Location panel at xAd On Location

Location technology has advanced by leaps and bounds in recent years — and it's about to take another huge step forward. Recently, Pew Research Center reported 90 percent of smartphone owners now rely on location-based services. The number of consumers who use mobile location technology to inform app content like weather, social networking, travel, and news is expected to go up by another 9 percent before the year is out.

There's no denying that GPS has become a utility, capable of everything from tracking a storm to finding a good deal on gas. These were just two of the activities discussed at last month's xAd On Location 2016. In a session titled "The Future of Location," Scott Lincke, VP of Consumer Products at WeatherBug, and Walt Doyle, CEO of GasBuddy talked value, convenience, and experience in the context of location. Let's take a look back at their thoughts, and how their business practices can be applied to location marketing strategies in the year to come.

Creating a More Accurate Consumer Experience

Where would WeatherBug be without location data? As Scott Lincke explained, the app uses it to augment data from its own weather sensors and provide consumers with useful and important information like when and where lightning strikes. With location data, WeatherBug can deliver a rich, real-time, reliable user experience. That's key when you're dealing with weather patterns that users need to be able to track in relation to where they live, travel, and work.

The Role of Context in Content

For a service like GasBuddy, which uses location and crowdsourcing to help more than 60 million consumers find low gas prices near them, "Location is everything." According to Walt Doyle, who spoke those words at the event, location services are largely about convenience. "Without location, so many of the services we use are kind of worthless," he said.

The same logic applies to advertising. "Why would you advertise anything on a mobile phone without location?" Doyle asked. "It's not just about where you are, but where you might be in the future. Without location on a mobile phone, there's no context."

It's certainly true that in order to effectively engage consumers, marketers need to serve contextually-appropriate ads. As such, location is playing an increasingly significant role as advertisers continue to recognize the value of knowing both where consumers are and where they're going. In the year to come, we're sure to see even more brands embrace location marketing to make their ad content as meaningful and relevant as possible.

Topics: Location, Events

How to Build a Buyer Persona with Location Intelligence

Posted by Jessica Meyers on Oct 31, 2016 11:24:32 AM

Personas-istock-687089-edited.jpgEvery marketer can benefit from building a buyer persona: fictional representations of your target customers that include everything from demographic information to their shopping patterns, go-to devices, and general way of life. Buyer personas help us understand our target audience. They're a window into the customer's world, with a view of shoppers' preferences, wants, and needs.

The trouble is, you can't create a persona to learn more about your customers without knowing something about your customers to begin with.

How can marketers navigate this catch-22 to get the information they need? It used to be that they were limited to gathering data from sources like usage studies and customer surveys. Not so anymore. What follows are three vital customer insights you can glean from the foot traffic data provided by xAd's Marketplace Discovery tool, all of them designed to help you build better buyer personas for your brand.

Where They Buy

First off, to build comprehensive personas for your various ideal buyers, you'll need to know which stores they favor — and why. If, for example, they exhibit a steady preference for a particular competitor and store, you can deduce that they're motivated by convenience and brand loyalty. If they don't stick to shops in a single neighborhood but travel all over the city, it suggests that deals and savings on purchases is a priority.

By leveraging Marketplace Discovery's 500 million data points, it's easy for marketers to root out what guides their customers' purchasing decisions and use this to enhance their personas. This approach doesn't just give you a competitive advantage by making you more perceptive, but can also open the door for conquest campaigns in which you strategically serve your mobile ads while your customers are within the four walls of your rivals' locations.

When They Buy

Buyer personas are incredibly useful for advertising, as effectively scheduling the delivery of your online ads requires that you know how your target customers spend their days. As such, it's smart to use Marketplace Discovery to browse foot traffic patterns and find out which day of the week and time of day your customers usually shop. You can compare their activities to the industry average, along with other retail stores. As an example, visits to Target start early and are steady from noon to about 6 pm, while trips to JCPenney spike at 3 in the afternoon. Including this behavior in your buyer personas gives your brand team, agency, and media buyers the ability to make smarter decisions about your ad campaigns.

How They Buy

We know that most consumers do some of their shopping online, but the fact is that the vast majority of retail transactions are still happening in-store; the U.S. Department of Commerce reports that in Q2 of this year e-commerce retail sales amounted to just over $97 billion, while overall retail sales topped $1.2 trillion. How exactly do your target customers, the consumers you most want to reach, choose to buy? Again, foot traffic data has the answer. Having access to real-time activity, visitation patterns, and buying trends enables marketers to craft a more complete shopping behavior profile — a core component of a good buyer persona. To learn more about xAd's Marketplace Discovery and its role in building better buyer personas, start exploring the tool for yourself today.

Topics: Location, Discovery

The Future is Now: Here's How Augmented Reality Will Change Retail

Posted by Jessica Meyers on Oct 26, 2016 10:00:00 AM

The Future of Commerce presentation at xAd On Location

The lights dim, music pulses through the room, and models walk out onto the catwalk. But instead of the normal fashion show where viewers would traditionally snap a photo by smartphone then upload to a social feed, these clothes reveal information about the design, the price, and where it's available—online and off. This experience, of course, is where smartphones, and soon wearable devices, are heading: With more processing power, they'll be equipped to handle immersive experiences like augmented reality.

In the last few years, retail brands have started to incorporate technology smartly into their stores — from near-field communication devices, video screens and tablets for in-store ordering, among other things. Eventually, these will start to overlay with a customer's online identity so that when they walk into a store, they will immediately be updated on the new styles that are flattering to their body type and to their price point.

"Searching on the web for clothing items that we saw on television used to take days," says Sarah Ohle, senior director of insights and innovation at xAd. "At the core of consumer behavior, we see people wearing the clothes we want, and we want to wear those clothes too." Ohle notes that as technology has improved, consumers now want to know the closest location they can purchase the product and then be able to buy what they want immediately.

xAd's Sarah Ohle on stage at On Location 2016

xAd Senior Director of Innovation and Insights, Sarah Ohle on stage at On Location 2016

"As mobile technology continues to be updated, retail stores become omnipresent," says Ohle. "You can now be online and offline at the same time—the retail store is wherever you are." Augmented reality, says Ohle, will take marketing one step further: Digital details can be overlaid on top of any product that a consumer points their phone at in the real world, essentially allowing all types of information about a particular product to be displayed right then and there without much effort on the consumer's part. "When you combine consumer behavior, the evolution of commerce, and augmented reality, you're breaking down the walls of a retail store," says Ohle.

This also means that marketers can see in real-time what aspects of products consumers like the most, what their most frequently asked questions are, and how location affects key performance indicators. Soon, marketers will understand why certain items aren't selling, as the overlay of digital data over the physical world will reveal new insights. Perhaps a customer doesn't find the store visual display compelling enough or they can't find the item they're looking for in-store—these issues will one day be easily understood and solved.

Don't be surprised if augmented reality shopping becomes the new norm in the next couple of years. Augmented reality and marketing still have a ways to go before they will fully compliment each other, but marketers can prepare for a world in which a showroom is everywhere, all the time.

Topics: Location, Events, Technology

"Big Data Is Not a Strategy": 5 Tips for Making Location Intelligence Work for Your Brand

Posted by Jessica Meyers on Oct 13, 2016 9:00:00 AM

Turning Data into Action Panel at xAd On Location"Turning Data into Action" Panel with xAd CRO, Chad Hickey, Former President, Global Marketing and Innovation, Dunkin’ Brands, John Costello and Vice President, Brand Strategy and Social Media, Pitney Bowes, Greta Wilson at xAd On Location 2016.

"Big data is not a strategy."

This is how John Costello, Former President, Global Marketing and Innovation at Dunkin' Brands, launched a conversation about big data at the recent xAd On Location summit in New York.

His statement made marketers sit up and take notice. Many look at big data as a cure-all for marketing campaigns, with businesses investing heavily in big data solutions. In a Forbes Insights survey conducted last year, nearly 80 percent of senior decision-makers reported that using big data has positively impacted their revenue. What's more, 56 percent of respondents said they employ location-based tactics built from real-time foot traffic insights, making it the most commonly-used type.

But the fact is that in order to really leverage big data—and location data in particular—marketers must have an infallible strategy for applying it to their campaigns. Let's take a look at the rest of the advice offered during "Turning Data Into Action," courtesy of both Costello and his fellow presenter Greta Wilson, Vice President of Brand Strategy and Social Media with Pitney Bowes.

Interrogate the data until it confesses

Greta Wilson's primary proclamation to marketers was that some pieces of data are more useful than others. It isn't always easy to identify them—big data has a tendency to overwhelm—and the most important pieces won't be "served up on a silver platter," but by investing time and energy into interpreting location data, brands can extract the most meaningful parts and more effectively apply them to their campaigns.

Know what kind of data matters most to your brand

Costello also advises marketers to identify the data that's most relevant. His plan for getting there? Write down the three or four most important questions you need answered in order to better meet your customers' needs. For example, restaurant and retailer brands might ask, "Where do my customers go before they come to my store?" This data can help them understand how and where they fit into consumers' daily lives, and allows marketers to make sure location intelligence is being put to the best possible use.

Look at behavior, not just attitudes

According to Costello, product usage studies the likes of which brand marketers have relied on for years still have their place, however consumers can't always be counted on to accurately report on their interactions with brands. Location data, meanwhile, offers precise and accurate information on where and how consumers are spending their money. It's time for marketers to adjust their mindset and make location intelligence a bigger part of how they analyze their customer base.

Make data more actionable

During her time on stage, Wilson shared an anecdote: years ago, she once found herself Googling countless potential billboard locations in order to find the best spot for her outdoor ad campaign. "It's much easier today," she said, noting that location data offers the power to place ads of all kinds more efficiently and at scale.

Look forward, not back

Costello's final recommendation for marketers was to "look through the windshield and not the rear-view mirror." Behavioral trends change quickly, so marketers must make room for new technology and techniques rather than stick exclusively to the methodologies of old. Among those technologies is mobile-based foot traffic data. Brands can't fully understand their customers without it.

Topics: Location, Events

This Halloween, Scare Up More Retail Business With Location Intelligence

Posted by Jessica Meyers on Oct 5, 2016 9:00:00 AM

Halloween-1-008480-edited.jpg

It's that time of year again, when pumpkin-flavored products crop up everywhere, ads take on a decidedly spooky air, and consumers trade in back-to-school shopping for all things Halloween.

While kids prepare to compete for those coveted full size candy bars, a competition of another kind is underway in retail stores. Americans spent a mind-boggling $2.5 billion on costumes last year, with more than 26 percent visiting retail stores for ideas. They also dropped $2.1 billion on candy, a seasonal staple at CVS, Walgreens, Target, and the like.

Retailers all want a piece of the action, but with similar inventory across the board and added pressure from places like pop-up costume shops, it isn't easy to stand out. So what can businesses do to lure customers away from their rivals?

It's always important to know your audience, and this is especially true in the weeks leading up to a major holiday like Halloween. Successfully anticipating the types of consumers that will be visiting your stores is essential to creating a sound marketing strategy, but if you really hope to gain the upper hand and become your customers' go-to source for all of their Halloween needs, it's also important to know where else they shop, and when. Having this information will ensure you deliver your ads to the right people at the right time, and even attract new business.

Gaining insight into both your audience and your competitors is easier than you may think. Through xAd's Marketplace Discovery tool, for example, businesses like Target can see that their customers are also shopping at Dollar Tree and Dollar General, and fine-tune their location-based campaigns to redirect more business their way.

Knowing that competitors like Kohl's also receive the majority of its business between 12 pm and 6 pm, and that Dollar Tree gets nearly as many shoppers on Wednesdays as it does on Saturdays, puts retailers in a position to modify the timing and delivery of their ads for more effective marketing campaigns. By the same token, understanding that Target shoppers also favor McDonald's, Home Depot, and Starbucks allows for a conquest marketing campaign built around precise location targeting.

For more insights into how you can increase foot traffic this Halloween season, check out Marketplace Discovery.

Topics: Location, Technology, Discovery