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Yelp tests offline attribution using guest WiFi and email matching
The company said that every $1 spent on Yelp ads resulted in a $110 offline return, based on aggregate transaction data.
In early 2017, Yelp bought a Canadian company called Turnstyle Analytics, which provides free WiFi and email marketing services to local businesses. The company helps local businesses build lists and remarket to customers; it also has online-to-offline matching and attribution capabilities.
Turnstyle was renamed Yelp WiFi and recently completed an offline attribution test with Canadian restaurant chain Jack Astor’s Bar & Grill. The initiative was intended to measure the impact of Yelp ad exposures on offline restaurant visits. During the month of July in 2017, Yelp tracked the impact of ads on Jack Astor’s visitation and purchases.
Yelp used a one-day attribution window for exposed users who didn’t click on ads and a 30-day attribution window for users who clicked. Yelp didn’t use individual customer transaction data to calculate ROI, but used average ticket value and table size data supplied by Jack Astor’s.
During the one-month test, roughly 12,500 Yelp users (mostly mobile) saw the ads. Yelp said that Jack Astor’s saw $110 in revenue for every $1 spent on Yelp advertising. The company also reported that more than 30 percent of these customers were new to Jack Astor’s.