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BizReport : Mobile Marketing : October 02, 2013

JiWire release to add value to mobile commerce

New this week from JiWire, a release that pushes location to mobile indices, adding value to mobile ad budgets. The JiWire Location Conversation Index (LCI) measures whether mobile users served an ad later visited a store location, giving retail brands an idea of how shoppers are engaging in the mobile space.

by Kristina Knight

The Location Conversation Index from JiWire separates typical foot-traffic from traffic initiated by a mobile ad; the solution offers seasonal adjustments, which can be highly important during peak shopping seasons like the upcoming 2013 Holidays. Early results from the tool are positive: one Fortune 500 retail brand saw a 32% increase in store visits (shoppers served a mobile ad) and a 57% increase in visits from randomly selected shoppers.

"As an industry leader in understanding location data, we are continually identifying new ways for marketers' to measure the ROI of their mobile campaigns," said David Staas, president of JiWire. "It is not just about counting the total visits to the store, it is about demonstrating a noticeable increase of in-store visits after exposure to the mobile advertisement. With many variables measured and accounted for, the Location Conversion Index helps marketers truly understand how their mobile ad-spend influences their customers' behavior."

Here's how it works: the system first looks at historical traffic/visit rates to determine which demographics are most likely to visit a location. From there, once the campaign begins, JiWire's LCI measures the increase in visits for those shoppers shown the mobile ad, adjusting for peak shopping days/seasons so that the retailers gets a firm picture of who their core shopper base is, how mobile campaigns are faring and what adjustments need to be made to increase traffic and conversions.

Image via Shutterstock

Tags: JiWire, location targeting, mobile commerce, mobile location, mobile marketing, mobile trends

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