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Drawbridge’s Cross-Platform Analytics Now Includes Daily Reporting On Store Visits

Offline attribution is in demand and real-time focused marketers don’t want to wait a month or a week to see whether an ad led someone to a local shop.

Drawbridge's Rahul Bafna
Drawbridge’s Rahul Bafna

Considering that an estimated 93 percent of shopping happens in physical stores (as compared to e-commerce channels) cross-device analytics programmatic services provider Drawbridge has updated its reporting mechanisms to include daily updates of offline attribution metrics covering retail locations.

The new brick-and-mortar visit scores can be accessed through Drawbridge’s Cross-Device Platform. The San Mateo company has also signed a deal with a geo-data specialist that will immediately begin powering the daily offline attribution metrics. For the moment, Drawbridge has not identified that offline geo-data provider, but the company expects its other location technology partners — Placed, PlaceIQ, and NinthDecimal — to begin adding their impression data to this new reporting system shortly.

“The dashboard is built to accept data from any of those companies,” said Rahul Bafna, Drawbridge’s VP of Product Management and Partnerships. “Advertisers will generally say that they work with one of those location-based attribution companies, and we want to be able to say we work with all of them as well. We’re not trying to push marketers to one vendor versus another.”

drawbridge dashboard 2
Drawbridge’s new dashboard includes offline store visitation metrics.

The new features include insights into the interests and demographics of retail shoppers, as well as updated attribution and path-to-purchase/conversion reports that connect offline visits to ad impressions on any device. In addition to its geo-data vendor allies, Drawbridge has also been working with a cable TV services provider and digital video recording company TiVo on connecting television viewers into its conversion analytics system. By adding offline data tied to store locations, Drawbridge can claim additional layers of cross-device attribution, something that most measurement companies are striving to show.

This offline data combined with Drawbridge’s cross-device identity solution allows for the creation of customized marketer insights. For example, Drawbridge can now tell how ad spending on any digital device drives visits to physical locations. Building upon existing same-device and cross-device digital conversion metrics, marketers can now measure both digital and offline conversion activity in a single dashboard.

And as Bafna added, Drawbridge clients can also tailor the reports to only certain types of information.

“Aesthetics are an important part of this dashboard offerings as well,” Bafna said. “If you look at any kind of analytics solution across the industry, there are tons and tons of data. And for most users, it’s too much, it’s too boring. What we try to do is highlight the metrics that are most interesting and highlight that in a dual format.”

Those formats can come in either an attribution-focused setting, reach-and-frequency reporting tool, or path-to-purchase system. The goal is to provide the specific kinds of information a client wants while making the data flow easily, versus dumping a spreadsheet with rows and rows of numbers, Bafna said.

The timeliness of the reporting is another essential highlight, as more marketers turn to real-time ad targeting.

“The problem around attribution typically looks like this: let’s say you run a campaign in December,” Bafna said. “You don’t get the results until mid-January. It’s usually on a monthly basis at the end of the campaign. We wanted to cover all types of conversions in our dashboard, not just those that happen on phone or desktop, but ones that happen offline as well. Secondly, we wanted to digitize that data and see all those conversions in one place to make it easy for those clients who use our self-serve reporting or those who use the managed services.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.