Announcing Arrival: Dwell-Based Attribution
“What happens after a person sees an ad?”
You’ve seen this question before, time and time again.
“Where do they go?” “What do they do?” “What do they buy?”
Each year, the advertising industry gets closer to answering these questions. But we still aren’t quite there. Current attribution solutions either don’t have the necessary breadth and depth of data to produce truly useful insights or are too concerned with digital and not physical outcomes.
We must remind ourselves, nearly 92% of all commerce still takes place offline.
Which is why when we married the advertising technology of The Mobile Majority together with the location and proximity hardware and software from Gimbal, we knew we had the opportunity to build something truly special in the realm of location-based, in-store attribution.
Today, we’re extremely excited to announce the premier product of our newly integrated technology, Arrival.
The hint at what makes Arrival different from other attribution solutions can be found in its name.
Dwell-time is a metric we technically came up with, but it means what you probably think it means.
Dwell-time is simply how long a person stayed at a particular location.
Typically, in-store attribution models rely on data collected from the bid stream to determine whether or not a particular device visited the store after receiving an ad. When you rely on bid stream data for attribution, you’re only relying on a “snapshot” of consumer’s activity. There’s no way to confirm when that person arrived, how long they stayed, or when they left.
How It Works
Arrival utilizes always-on location data collected from our proprietary location SDK. That means as soon as a consumer enters a location where either a geofence or beacons (or both) have been deployed, location data is continuously collected, logging that person’s entire visit.
This is incredibly important for determining meaningful visits. Visits that are too short for significant action to have taken place shouldn’t be attributed to ad spend. And visits that last longer than six hours are immediately flagged as employee activity and thus ignored.
The end result is a visit that is verified, accurate, and rich with insight.
Beacon-based attribution unlocks an even greater level of insight. By deploying beacons (at no additional cost to you) in locations of choice, you can track consumer proximity to key locations within those venues.
What departments or aisles did a person visit after seeing an ad? Did they make it to the checkout counter? Or did they simply browse the store’s selection before walking out without purchasing?
Answers to these kinds of questions are critical in measuring the return on your advertising investment.
Get Started with Arrival
Advertisers have long sought to close the loop on physical actions people take after viewing an online ad. Arrival signals a leap forward in that mission with its ability to map the entire in-store consumer journey.
Finally, you can gain visibility into the physical outcomes of the people who matter most to you and your brand and attribute those outcomes directly back to your advertising spend. This is attribution on steroids.
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