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Innovation

3 Ways Workbench Empowers Brands and Agencies

By Anna Livaccari / 3 minutes

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Cuebiq Workbench enables brands and agencies to achieve their marketing goals across a number of use cases. Check out three examples below!

1. Last-Mile Customization for Measurement

Are you tired of not being able to customize your marketing measurement? Then Workbench is the solution for you. It enables you to make alterations to the various components of Cuebiq’s measurement process so that you can tailor performance reporting to fit your unique needs. Alterations could include using your preferred control-group methodology, adjusting dwell-time minimums, or incorporating owned data sets for enriched reporting.

Take control group customization, for example. If your brand would like to define the control group differently from how Cuebiq does, you can create that custom definition of a control group within Workbench and run with it. In this way, Workbench offers the flexibility you need to make last-mile tweaks to your measurement campaigns. 

2. Path Analysis

Wondering where consumers are going before and after they visit your stores? Within Workbench, you can explore path analysis, which shows you the mobility patterns of your consumers before and after visiting a specific point of interest. Workbench illustrates where consumers are stopping and how long they stay there, using dwell time — a necessity for distinguishing between actual visits and non-relevant data points. By gaining insight into where else your consumers shop and what their interests are, you can improve your marketing activations and target your consumers more effectively.

For example, if your point of interest is a hardware store and you see that consumers often visit Starbucks before visiting your location, this presents opportunities for co-marketing initiatives that could amplify reach and drive ROI. You could develop an ad with messaging that plays on that shared interest, and even place the ad on signs outside the Starbucks location near your hardware store, to drive foot traffic. In this way, leveraging your consumers’ affinities for other brands can help you refine your own marketing strategies.

3. Site Selection

Are you trying to determine where your brand should open its next store? Workbench can inform site selection. With Workbench, you can determine whether a potential site is going to have enough foot traffic, whether it is located near shops that cater to similar audiences, and more. With this information, you can then calculate the risk of a real-estate investment in specific geographic areas.

For example, if you wanted to open another KFC location in Brooklyn, you could use Workbench to determine which location would have the most foot traffic. You could also look at contextual factors, such as which location is close to an MTA stop. Finally, you can understand what the interests are of different consumers in the area based on their offline behaviors, to determine whether you will reach the demographic of people you’re hoping to target. In these ways, Workbench enables you to take a data-driven approach to selecting store locations.

 

These are just some of the many use cases Workbench offers brands and agencies to help them maximize their marketing efforts. Further use cases include customer profile creation, market share and churn analysis, and building custom insights to optimize your media spend.

Set up a chat with an expert on our team so you can start activating these use cases today.

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About the Author

Anna Livaccari, Content Marketing Associate

Anna is a graduate of Boston College, where she majored in Communication and Management & Leadership. She loves traveling, hiking, skiing, and is a huge foodie.