QSR Foot Traffic Data from xAd Show Importance of Location Analytics
May 11, 2016 | Contributed by: Greg Sterling
I’m regularly asked what I see that’s “hot” or “important” in the market right now. Online-to-offline attribution/analytics is one of two or three topics I usually mention.
There are a growing number of companies that offer, with varying degrees of accuracy, offline attribution or location analytics. Mobile marketing platform xAd is one of the leaders in the segment. The company is out today with a new report on foot traffic patterns in the fast-food industry that illustrates the value and significance of offline/location analytics.
The data captured in the company’s Q1 Foot Traffic Trends report were based on 30 million customer visits using “geo-precise ad requests and mapped back to defined business locations.” The company explains that “each ad request represents a real consumer on their smartphone while at a QSR restaurant.”
The report captures regional foot-traffic patterns — the US South is by far the best market for fast food — as well as day of week and time of day visitation rates. These metrics have very direct marketing implications.
As the chart above indicates, McDonald’s dominated its competitors in share of visits, followed by Starbucks and Subway. This kind of data, especially trending data over time, is valuable to financial analysts and investors for obvious reasons.
Another thing that xAd (and several others) offer is the ability to show what other types and categories of businesses consumers visit and how often. The chart above shows the overlap of Starbucks and McDonald’s customers for example.
This type of information not only provides insight into “your customers” and competitors’ customers, it can help guide media planning and buying — for example, location-based advertising, such as “conquesting” and “dayparting.” But more broadly, these analytics also provide operational insights such as when staffing levels should increase.
Putting aside its specific content, the xAd report is a lens through which the full range of location data and analytics capabilities can be seen. There’s value for media buyers, for agencies executing campaigns, for investors and for business operations.
Indeed, if you’re a multi-location enterprise and you’re not starting to utilize this type of data to understand audiences and store visitation traffic patterns, you’re falling behind.