Proximity marketing can yield extraordinary results compared to traditional methods, but just how do you judge success?
Here are a few ways you can measure the effectiveness of your proximity marketing campaign, judge what has worked and change what hasn’t.
Define the precise metrics that you plan to follow to measure sales lift
Make sure that you define the metrics that you will be measuring before you start your campaign. Things like impressions, units sold and revenue generated are some of the basic metrics that businesses choose to measure. Remember that the more precise you can be, the more you can break down the data, the more worthwhile it will be.
Setup test and control stores to measure impact on buyer behaviour
If you have more than one site, one thing you can do to get further understanding is to try out different campaigns at different sites. Even if you don’t have multiple sites, you can also try out different versions of your proximity marketing campaign to see what customers react to.
Use historical sales data as a benchmark
One way to judge the effectiveness of a proximity marketing campaign is to judge the results against historical sales data to give context.
Assess campaigns in real-time
Sales lift analysis can be used to assess campaigns in real-time and make quick adjustments that could in turn drive revenue and greater customer retention. By analysing as you go along, you have greater control over your ads and can see what is working and what isn’t.
Hopefully this has given you some ideas to maximise the effectiveness of your proximity marketing campaign.
