It’s no secret that the key to any successful marketing campaign and operational strategy lies in the quality and quantity of accessible data, both before and after execution. For brick-and-mortar establishments, obtaining the necessary data has, until now, been somewhat problematic.
Fortunately, with a WiFi customer analytics platform, brick-and-mortar marketers can enjoy the benefits of detailed contact, demographic and behavior data on each and every one of their customers or see aggregate trends at their locations for all customers, whether they log into WiFi or not.
Customer analytics, also known as consumer analytics, refers to the collection of customer contact data, demographic and behavior data. Targeted marketing, customer relationship management, tracking attribution and making data-driven operational decisions are all appropriate uses for the data.
Bloom Intelligence has created the opportunity for offline businesses to utilize their WiFi access points to gather, analyze and react to customer behavior data in real time. The Bloom platform captures detailed location analytics and behavior data that previously couldn’t be seen. You’ll see customer dwell times, number of first-time visitors, first-time visitor return rate and popular visit times.
Your analytics platform will begin building a detailed customer profile for each guest when a user logs into your WiFi access point. This data can be used for segmenting and marketing to different groups of . with different marketing messages. Then Bloom’s presence analytics will show you the impact or ROI of all campaigns since Bloom knows when a customer receives a message, returns to the location(s), and redeems the offer at the location. If you enter your PPA or integrate your point of sales, we also show you the tangible ROI of all campaign.
The Importance of Customer Analytics
Today’s consumers are more connected and empowered than ever. They have a never-ending stream of information about what to buy, what others are saying, and where to spend their money. This is why it is so important to understand who your customers are and how they interact with your business. The higher the understanding of customer buying habits, behavior and preferences, the more accurately you can respond in your marketing, branding and messaging. You’ll be more successful at delivering attractive, relevant offers, messages or surveys to the right customers at the right time.
It all begins with collecting comprehensive customer data analytics.
Types of Customer Analytics
There are three main types of analytics available when using a WiFi analytics platform: Footfall Metrics, Customer & Loyalty Metrics, and Engagement Metrics.
As mentioned above, whether customers log into your WiFi access point or not, Footfall Metrics can be collected. They include metrics such as average daily traffic, daily first-time visitors, dwell times, visit times and more.
In addition to the Footfall Metrics, you’ll also have access to Customer and Loyalty Metrics. This analytical data gives you an idea of the demographics of your customers and their loyalty to your establishment. Examples of these metrics include first-time visitor return rates, customer repeat rates, gender and age distributions.
Useful WiFi analytics platforms also include Customer Engagement & Business Metrics. These metrics can give you a great understanding of how deep of a connection that exists between your business and your customers. And they can reveal how lucrative that connection is to your business. You’ll have access to data such as average customer ratings, customer churn rates, customer lifetime values, per-person averages and more.
Users view these metrics by any date span. Or, they can be compared between two locations or groups of locations.
Using Customer Analytics For Business Growth
In marketing, it may seem as if the more people you reach, the better the results you’ll garner. But this isn’t necessarily correct. According to CMO.com, targeted advertisements are, on average, almost twice as effective as non-targeted ads.
For instance, sending out an email about a late night happy hour may not resonate well with older customers or those who are up early in the morning. In this case, you wouldn’t want to spend your marketing resources on sending this message to early risers.
Customer analytics allow you to do just that.
Sending a single message to your entire customer list may resonate well with some, but not to all of them. Remember that the best ROI occurs when your marketing message finds the right audience at the right time. By targeting different messaging to specific segments of your audience, you have a better chance of reaching your marketing goals.
Amazing analytics tools.
“This is an integral part of our local store marketing program. We use the e-mails we collect to tell our existing customers about various promotions, specials and discounts, and the analytics tools are amazing at capturing and displaying smart device activity in and around our store.”
~ Ron Murray
Atlanta Bread Company
Dashboard Key Performance Indicators
Average Dwell Time
Popular Visit Times
First Time Visitor Return Rate
Average Customer Repeat Rate
Projected Location Traffic
Lifetime Value of Customers
Projected Customer Lifetime
Average Value of Customers