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If you work in marketing, you may have heard about offline analytics. But if you’ve never dabbled in location data before, then you’re probably wondering why it’s such a hot topic right now and more importantly, how it can help you as a marketer. Read on to learn how offline intelligence can reveal valuable insights about your brand’s consumers, which will help you improve the ROI of your marketing efforts.

What Are Offline Analytics?

Let’s start with the basics. For those unfamiliar, offline analytics enable you to gain insight from the location or geographic component of data. Businesses can use offline analytics to gain actionable insights about their consumers and better understand the offline consumer journey. Through analytics, brands can see what their consumers like, where else they visit, how they react to different types of messaging, and a multitude of other behavioral preferences.

Ultimately, this knowledge is fundamental to establishing a better connection with consumers and their interests. Even more importantly, as a brand marketer, it’s essential to understand your consumers’ preferences. By providing insights into these consumer preferences, analytics don’t just improve a brand’s story. They can also inform your marketing strategies and help you connect with your target audience, ensuring you drive maximum ROI.

Key Insights You Can Gain From Offline Analytics

In order to better understand the offline consumer journey, you can use analytics to identify areas of growth and activate those insights to drive performance in real time. Offline analytics reveal five key insights:

1. Footfall Patterns

Through footfall analysis, you can measure footfall, offline trends, and share of visits to your brand and competitors. This means you can see how your brand stacks up against your competition in terms of how many consumers are actually spending time at your brand locations.

2. Brand Loyalty

Loyalty analysis allows you to gain deeper insights into consumer loyalty, which you can then activate in real time. You can see how loyal consumers are to your own brand versus to your competitive set, enabling you to identify potential opportunities for conquesting.

3. Time Analysis

Time analysis lets you discover share of visits by day of week and day-part, as well as time spent at your brand vs your competitors’ locations. By understanding the busiest time of day and day of week, you can modify your marketing strategies accordingly.

4. Geographical Insights

Through geographical analysis, you can see brand and competitive insights at the national, state, and DMA level. Knowing which branches of your stores are the most highly trafficked can help you plan for future store openings and closings.

5. Brand Affinity

Finally, brand affinity analysis enables you to gain insight into consumers’ offline interests and their cross-shopping activities. This information is crucial, as it can reveal opportunities for co-marketing initiatives and help you better understand your consumers’ complete offline journey.

The possibilities and use cases for offline analytics are endless. By taking advantage of these insights, you can get one step closer to understanding your consumers and maximizing the success of your marketing efforts.

Learn more about how offline analytics can drive ROI in our next blog, “How Brand Refinement Through Analytics Can Impact Your Bottom Line.”

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About the Author

Rebecca Schneider, Brand Marketing Intern

Rebecca is a brand marketing intern, going into her senior year at Penn State with a major in print & digital journalism and a minor in digital media. She is passionate about writing, marketing and social media and enjoys spending time in NYC!