With YP’s Audience Cartography, Online/Offline Attribution Is Nothing Without Insights

Showing that a mobile ad led to a local store visit is one thing. Understanding the context around those visits is 'everything,' says YP's Bill Maslyn.

The only thing out-pacing the demand for location-based marketing is the demand for proof that it works. And YP’s debut of its attribution product, Audience Cartography, shows that the ability to demonstrate that an ad drove store traffic and sales is an integral part of the ad selling process.

Audience Cartography follows a series of updates to YP’s mobile display ad sales that are meant to tie local merchants and consumers.

In particular, Audience Cartography is part of YP’s solution set for national brands and powers its Enhanced Mobile Targeting product for those advertisers (the tool is not available to SMBs, at least not initially). With Audience Cartography, YP is promising to show how well those ads are doing when it comes to translating awareness to actual store visits.

Understanding The Halo Effect And More

The new product’s features include:

  • Interactive click maps: zoom in on specific areas close to a store location to show where people are interacting with a campaign to continue to optimize performance
  • Customer store location heat maps and demographic insights: visualize the location and characteristics of an audience to expand targeting and increase relevancy
  • Store visit reports: calculate visits to individual stores to allow for proper attribution and optimization
  • Halo reports: understand residual effects of campaigns

“So many of our advertisers, certainly, want performance and want to show  attribution beyond just the clickthroughs,” Bill Maslyn, YP’s director of Product National Markets, tells GeoMarketing. “But the marketers that we partner with are also interested in learning more about who their audience is, who their customers are, who are the people that are coming into their stores.”

YP’s Audience Cartography combines first party search intent and then a variety of signals to figure out the deeper insights about that consumer and what their visit to a local café might suggest about larger location and shopping patterns, Maslyn said.

How Audience Cartography Works

Asked how those signals are ultimately understood — whether YP relies on GPS, wifi, cell phone tower, or third party data, Maslyn pointed to “several different ways” of gathering that intelligence.

“We have, obviously, a vary extensive business category taxonomy that’s built into just the YP site that dates back even to the book. We classify all these businesses into well over 4,600 business categories,” Maslyn said.

Any search and any visit to YP ultimately ends up getting categorized into a number of those segments, Maslyn added.

“What we’re able to do is connect those segments into our larger mobile [data management platform], where we’re also using to storing all that location data that we get also from the YP app,” he said. “We use our own properties and distribution network, as well as what we see across the different changes that we’re buying inventory on. We’re able to map the connection to all of that search behavior to a device ID through not only our technology, and our platform, but also through some partnerships to do that cross-device matching.”