Campaign manager

     1. Analysis Objective

This analysis is designed to help you optimise and monitor the on-site impact of your marketing actions. You can now evaluate the impact of specific marketing campaigns by measuring footfall evolution and other key performance indicators (KPIs). Going forward, we will use the term "event" to collectively refer to your campaigns, operations, or events.

     2. Methodology and Computation

In this context, "key moments" are defined as the events you are running. By leveraging these key moments, along with the information you provide and the insights generated by our algorithms, we are able to offer you tailored insights about your event. The more detailed the information you provide about your marketing event, the more accurate and relevant our analysis will be.

💡 A key moment doesn't just refer to a monetised campaign. More generally, it can be a period when you think a particular event has been profitable (example: a sunny month of January...)

Here is more information about our methodology for every insight: 

• Weather during campaign: powered by open-meteo.com
• Traffic market shares, footfall comparison, and additional footfall: Quantification algorithms
• Cost of acquisition: Total of your marketing budget/number of additional visitors (this indicator is computed if you provide a budget)
• Conversion rate: Total of reach/number of additional visitors: we display this rate per 1000 reach. (this indicator is computed if you provide a budget)
• Dwell time: Dwell time algorithms
• Modification of catchment area: Origin and penetration algorithms

     3. How to use it

How to create your first key moment

Once your account is configured with your asset and competitors, create a key moment for your event by clicking on "Add new key moment" (in the upper right corner).

Then, follow the different steps to fill in the details: 

Name (1): Give a name to the key moment (personalise it to make it easier to find) Period (2): Define the start and end date of your event, campaign or operation If the key moment is:  Completed: the report will be available immediately. To come: you will have access to a partial report with the available data. The full report will be available on the 8th of the month following the end of the event. Budget (3): Precise the cost, so we can compute the cost of acquisition for you (optional). This information is private. Area targeting (4): Optionally, you can import or create an area targeting to determine whether your key moment has reached its target (in the areas you selected). 💡More information about our methodology: Area targeting Reach (5): Specify the number of impressions or the reach of your communication actions, so we can calculate the conversion rate for you.

Key moment overview

You will have access to different insights to evaluate the impact of your event across your catchment area: 

• Weather during key moments: It can help to take into account exogenous factors such as weather when you are assessing your event.
• Traffic marketing share: This insight relates to the competitors chosen in the company settings. We calculate the percentage of visits for each asset by summing all visits during the period across the selected assets (both your own and your competitors') and then compute the share of visits for each. You can also compare this evolution to the previous year.
• Footfall comparison: A comparison of the total visits to your asset during the specified period and other comparative data points:
  • My centre: Your total footfall during the dates outlined in the analysis.
  • Competitors average: The sum of all competitors' footfall divided by the number of competitors selected.
  • My centre last year: The total footfall during the same dates, but one year earlier.
• Additional Footfall: You will observe the total number of visits during your key moments, and you can compare it in two ways:
  • Average Traffic: A breakdown between average visits and additional visits.
  • Same Period Last Year: A comparison of visits from the same period last year and additional visits.
• Cost of acquisition: We compare the budget you provided to the additional footfall (taking into account the chosen parameter of last year or average). You can assess the link between the invested budget and the on-site impact on footfall.
• Conversion rate: We compare the reach you provided to the additional footfall (taking into account the chosen parameter of last year or average). You can understand if your communication impact triggered a real impact on footfall or not to assess the quality of your communication campaign.
• Dwell time:  Measure how long your visitors stay in your shopping centre, shopping area, store, or super/hypermarket, and track the evolution every month.
• Catchment area: The penetration rate shows the percentage and the number of inhabitants of a city/district who come to your place during your event.

Comparison mode: When you are in the "Key Moment Overview" of an event, click on "Compare" (in the upper right corner).  From here, you can compare the event with another event or with a competitor.  The insights will be displayed for the two moments compared on the same dashboard.

Targeted area

In this section, you can observe the impact of an event across a selection of areas (defined here as "targeting") you have saved in Area targeting.

You can create a new targeting by clicking on "Create new targeting" if none have been created, or search for one of those you have already created through the search bar at the centre of the screen.

Based on the criteria chosen, you will be able to observe the impact of your operation on the targeted area (according to the selected targeting):

• Traffic opportunity: total number of visitors attracted to your targeted areas with your potential.

• • Green: areas affected more than your potential
  • Grey: those affected in terms of potential
  • Red: areas affected below potential

• Socio-demo: changes in the number of visitors based on your filters
  • Green: Areas where you have gained visitors on your target
  • Grey: Areas where the number is the same
  • Red: Areas where you have lost visitors

• Competition: for each zone, how has your competitive position evolved (with the penetration rate)
  • Green: Areas where your position has improved compared to your competitors
  • Grey: Areas where your position is the same
  • Red: Areas where your penetration rate has fallen

     4. How to read it

The highlights section gives you an overview of all the metrics, you can click on each indicator to filter the ones interesting to you.  For each analysis, you have the period and you can write comments.

5. Frequently Asked Questions