When talking about marketing and its tools no farther than 5 years ago phrases such as artificial intelligence, machine learning, big data monetization sounded as words from a faraway future that rather have more to do with science fiction movies and that can no way ever be related to a marketer’s daily job.
Even today, in a digitalized world these phrases are known to few, and these few are more related to the IT departments of big corporations or start-ups and not yet to the marketing departments or at least not enough.
But the future is already here and the jobs of the today are changing in order to be relevant tomorrow. And as one of the latest reports of Forrester says “Whether you hope to prepare your organization for the next recession or to grow faster than you ever have before, adaptiveness is key to your future success in a world of automation and AI. “
Artificial Intelligence in combination with Machine Learning are already responsible for reshaping how marketing and marketing related jobs started to look like and are also responsible for repositioning the creativeness where it belongs. Marketing takes back its role as a strategic orchestrator of the brand/s it governates, the advertiser goes back to searching the big advertising idea once again while the campaigns are being ruled, controlled and monitored by smart campaign automation platforms.
Footprints for retail is a revolutionary product that uses the latest technology in order to provide a new set of marketing tools that deliver campaigns in a manner that has never been done before.
Through a unique proprietary mixture of Indoor Location Intelligence, Artificial Intelligence & Machine Learning, our product collects offline behavioral data via Wi-Fi infrastructure and mobile sensors, it creates behavioral patterns that predict offline shopping behavior that enriches digital advertising audiences and influences, as a result, offline sales.
Through our platform the marketing teams can now have in one place: ecosystem analytics, shopper profile, campaign automation.
What do they mean and most importantly what do they do?
Ecosystem Analytics allows you to COUNT, TRACK & UNDERSTAND unique visitors both across offline and online. The offline analytics is using the indoor location data to MEASURE shoppers’ visit duration and in-store paths as well as UNDERSTAND other occurring shopping patterns.
The online analytics is connecting to all owned, paid and earned media channels, COLLECTS performance data from all and STRUCTURES this data into performance reporting and online engagement patterns. Our advanced automated reporting helps marketing teams to put NO time into performance reporting & still get ALL the results and the insights out of the actionable behavioral data.
With Footprints for Retail marketers can understand for the first time ever what is their shoppers’ behavior in offline and online and they are provided a unique shopper profile that matches both behaviors.
Why is this so important? First of all because our behavior in offline environment reveals who we are. When we go to a shopping center for example, our behavior inside the shopping center reveals our gender, our marital status, if we have children or not and even how much money we make. And all this from the choices we make in terms of shopping, frequency of visits and dwell time. Our on-line behavior is a mixture of who we are, who we want to be or who wants others for us to be. For example, if we click a link that a friend sent regarding a car that he wants to buy. Google understands that it’s us those who want to buy the respective car and starts targeting us with ads with cars. Meanwhile if we enter a physical showroom than the chances that we are the ones interested in buying a car are higher because of the effort and energy spent to get there. It’s easier to navigate on-line but not that relevant, while it’s more difficult to navigate in offline shops but much more relevant.
The skeptical would say “oh but we know our shoppers’ behavior because we ask them about it” in surveys or in focus groups. That is a fact but another fact is that people lie maybe because they forget or because they want to provide social acceptable answers. No matter the reason experts say that 25% to 50% of survey respondents lie, so the information they provide is either useless, or at least not relevant enough for marketer’s needs. What we do is not the same thing with what we say we do and that is why our product is so unique because it provides the truth about our behavior.
Shopper Profiling, the feature within our product, helps us target specific and relevant audiences that can further be used in the CAMPAIGN AUTOMATION feature that sets the marketing campaigns EASY, FAST & OBJECTIVE ORIENTED.
Our Campaign Automation module is made of a set of tools that makes the experience of airing campaigns easier than ever.
Within the Campaign Calendar: you can see in one place, all the campaigns that has ever been made for your brand, that are ongoing or planned to be aired.
Adaptive Media Library
Imagine that with a couple of clicks an entire campaign can be set and be sent in an instant on all the on-line channels relevant for the specific brand if its either Google, Facebook, Instagram, Linkedin or own online assets. The campaigns assets are adapted and configured automatically for all types of devices and screens making your job easier than ever. No more back and forth with graphic design team, no more “wait you saved the layout in the wrong format “, no more “I forgot to prepare the layouts for Instagram “, now there is Footprints for retail who does all that for you.
Automation Flows are the main functionality of the entire system. Basically, they represent and aggregate all the elements and entities defined and configured into the system. Its purpose is to send relevant contextual messages to the designated (targeted and segmented) audience through the defined channels and at the right time. With other words the platform knows better when is the right time to set a campaign, when is the right moment to stop it, which is the right audience in order to fulfill your marketing objectives and also which is the recommended budget.
The Campaign Analytics section generates live reports and insights reflecting the activity and the effectiveness of the above defined campaigns being capable to measure and report KPI’s such as Impressions, Reach, Engagement and Audience (demographic stats).
The complexity of marketing jobs is getting greater and greater as audiences are getting more and more diverse, niched and the need of creating personalized content for them is increasing as we speak. That is one of the main reason Footprints for retail has come to life, to reposition the creative jobs in being creative again while technology delivers this creativity in the right place, to the right audience.