Urber Media published some interesting cross shopping affinity analysis. It showed that Macy’s customers are twice as likely to visit a JC Penney location than Kohl’s. Why is this important?
First, it shows that mobile advertising agencies are getting smarter about how they use their data. Data is the real currency of mobile marketing. Increasing CTR and ROI are very important and drive business. But collecting data that the client can use for a cross-platform online/offline campaign is almost as valuable as a sale.
A campaign can be set up where Macy’s geofences all their locations (lat-long). Captures the ID of all smartphones in store. Places ads in apps. Then places IDs of users that clicked on the app in a retargeting folder. This retargeting folder is key as a separate campaign can be run to the captured IDs only. These users have already expressed an interested in the offer and are at least 2x more likely to act on a purchase then a user that has not clicked on the banner.
But with the data like the type that Urber Media provides, Macy’s can now run a campaign targeting all JC Penney locations and place Macy’s ads in mobile apps on smartphones in a JC Penney store. Then collect all the IDs of smartphone users that clicked on the ad and place them in a separate retargeting folder.
Why JC Penny? Because in a Urber Media study that compared other retailers JC Penny was the most likely retailer that Macy’s customers would shop. In comparison, Macy’s customers were twice as likely to be at a JC Penny then a Kohl’s.
The ability to target smartphone users in a set location and drill down to demographic is important but we should not overlook that the data collected can be used for retargeting and making offline advertising more efficient and effective.