• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Analytics & Data

Twitter uses Foursquare, Nielsen to show impact of ads on offline store visits, sales

The study found a 23 percent boost in store visitation and a nearly 7 percent revenue lift.

Greg Sterling on August 9, 2017 at 10:29 am
  • More

Twitter wants you to know that its ads work — offline. To demonstrate Twitter ads impact real-world behavior, the company tapped Foursquare and Nielsen to show how telco campaigns on Twitter produced a meaningful effect on store visitation and sales.

The case study found that Twitter campaigns helped drive higher foot traffic to various mobile carrier store locations and higher spending in stores. Specifically, there was a 23 percent lift to mobile carrier stores and a nearly 7 percent revenue lift.

Foursquare provided the foot-traffic analysis using a control/exposed methodology. Nielsen delivered the spending data via anonymous, aggregated credit card transactions. Carriers with store-traffic monitored included T-Mobile, Sprint, Verizon, AT&T, MetroPCS and Cricket.

There was an additional analysis of the influence of telco ads on Twitter users vs. non-users. The study concluded that Twitter users were more receptive and more likely to be influenced by smartphone-related ads than non-Twitter users.

Twitter users were roughly 2.4x more influenced by manufacturer and mobile carrier ads than those not on Twitter. The report also stated that “offer-based tech and telco campaigns on Twitter generate[d] a $21.84 ROAS (on average).”

While the immediate objective of this case study is to help Twitter break through in an ad market increasingly dominated by Google, Facebook and the programmatic black box, the larger significance is that offline store visitation and lift measurement is becoming increasingly common — even necessary.

Pandora not long ago announced an offline measurement partnership with Foursquare. And yesterday, GroundTruth, formerly xAd, said that “8 out of 10 brands” were interested in its cost-per-visit ad model, which only charges brands on the basis of actual store visits.

Beyond this, using credit card data to show in-store sales impact (which Google is doing with Store Sales Measurement) will also become increasingly common.


Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Channel: Martech: Analytics & DataStatistics

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • A Beginner’s Guide to Omnichannel Marketing using Marketing Automation
  • The Top Five Objections That Hold Companies Back From Doing SEO
  • How To Optimize SEO With UGC
  • Email Tune-Up: A 5-Point Inspection to Get Your Program in Gear
  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
See More Whitepapers

Webinars

  • The Secret Behind SEO Success: Predict Rank with the Power of Data Science
  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok