Why Mindset Targeting Is The Key To Qualified Store Visit Metrics

MobileFuse and Cuebiq are looking more closely at the time-spent in stores. But how can they separate actual interest from passing ones?

Mobile ad targeting and analytics specialist MobileFuse is working with location intelligence company Cuebiq makes the bold promise of allowing advertisers to measure “Dwell Lift” — how long a consumer stayed in a store and whether they were influenced by a mobile ad.

Ultimately, if the alliance operates as billed, the two companies will be able determine the impact a campaign has on encouraging shoppers to spend “quality” time on deciding to make a purchase inside a physical location.

Adding To Attribution

The program is built off of Cuebiq’s VisitQ tool. The plan is to develop a new measurement tool will automatically compare a mobile campaign’s audience against a control group, allowing marketers to not only see if they drove a consumer to a store, but exactly how much longer that person stayed in the store than if he/she had not been exposed to the ad.

“Our new offering with MobileFuse adds an invaluable KPI to attribution measurement,” says Antonio Tomarchio, CEO of Cuebiq. “We know there is a desire in the industry to gain this type of real-world ROI on mobile campaigns, and we are excited to be rolling it out to MobileFuse clients, which include some of the biggest brands in the world.”

Where Does The Data Come From?

The new solution is exclusive to MobileFuse, MobileFuse CEO Ken Harlen.

For marketers, in order to gauge the “quality” of the information MobileFuse and Cuebiq are proffering, the question they’ll be asking is: Where does the data confirming someone is in a store come from: is it bidstream data, wifi, beacons, GPS, as well as offline credit card data?

“The data is captured via an integrated SDK from Cuebiq, and they are careful to only work with apps that have a good reason to ask a person for their location information, so SDK access is at a high percentage,” Harlen says. “Additionally, Bluetooth Beacon and wifi access points are leveraged both for primary location data (if GPS access is not available) or as secondary location data (to verify and refine GPS location data). The SDK is also intelligent in its access of GPS data to conserve battery power — for example, in evenings local time, the frequency of GPS pings drops dramatically unless and until the device moves, at which point the ping frequency increases.”

What Dwell Time Metrics Are Good For

Most other solutions in market collect in-store data from ad calls — which are not nearly as accurate, Harlen notes. “And of the other companies that use SDK-based data, the scale here is 15x anything else in market, making our solution both more accurate and scalable (due to the fact that we have more deterministic data than anyone).” Harlen says.

As for Harlen’s view of the connections between mindset targeting, creating brand awareness, delivering a direct response, what strategy might a client be most likely interested in using these metrics for?

“Our clients all have different campaign strategies, but trying to drive in-store conversions is definitely a common goal we see,” Harlen says. “Even if a client may want to start with a brand awareness campaign, we feel that our new tool will be the push that some brands need to follow that up with a DR campaign.

“With Mindset Targeting, one of the things that makes it so powerful is that it works equally well for both awareness and DR,” Harlen adds. “We feel strongly that it is one of the most effective targeting tools available in the industry, and for clients that are trying to drive consumers into a specific location, our new measurement tool is going to be great way to showcase that.”

About The Author
David Kaplan David Kaplan @davidakaplan

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