THOUGHTS ON MEASURING THE IMPACT OF LOCATION-BASED MARKETING
By Mike Jolly
When it comes to marketing your locations, how do you measure the impact that different channels have in driving store visits?
I joined Waze in January of this year, and couldn’t be more excited about being here. A great product? Check. A passionate, engaged community? Check. An opportunity to help brands connect directly with customers in their micro-moments of need? Check!
Micro-moments are a great framework to help marketers think about their customers’ daily lives, and how to be there at the right time — especially when consumers are on-the-go. At Waze, we know on-the-go better than anyone. Our core focus is providing the best route for our users every time they come to us, while also highlighting what’s available nearby — helping brands become a driver’s destination.
Navigating to the mall on a Saturday, stopping to get coffee on the way to work, looking for gas on a business trip — these are the moments where consumers have an expressed intent, and brands can help them find solutions by following three simple rules:
- Be There: Consistent presence on the map reminds customers about your locations on their route.
- Be Useful: Provide offers, updates & save-for-later options to keep your brand top of mind with customers.
- Be Accountable: Targeted messaging based on the platform and best-in-class measurement to track impact on campaign KPIs over time.
Waze makes custom campaign plans & recommendations based several factors, including vertical, offer, client goal and more. Within these recommendations, performance will vary based on a variety of elements such as brand, store location, and category competition in market.
We are always tweaking our recommendations based on many of the signals we see. Additionally, we encourage advertisers to consistently bring a testing mindset to their marketing efforts — tactical tests can always be leveraged to determine the incremental impact of specific changes in strategy on business outcomes.
Store visits are a key business outcome for many of our advertisers. With that in mind, we’re excited to share the following incremental lift averages for store visits (2018; as verified by a 3rd Party Location Provider):
C-Stores & Fuel
37%
Casual Dining Restaurants
36%
Quick Service Restaurants
38%
Retail
44%
As a new Wazer, seeing results like these fuels my passion for the product. Not only do we provide the best routes for drivers, but we also increase store visits for our brand partners. We’re thrilled to share these results as it solidifies what we’ve always known — Waze has the power to make your location the destination, offering turn-by-turn directions to your door.
Reach out to your account manager or waze-brands@google.com to plan a session to learn more.
