What’s Wrong with In-Store Tracking Solutions: Part 2

In my last post, I described four huge deficiencies in the current generation of in-store tracking solutions. The inability to track full customer journeys, do real segmentation, or properly contextualize data to the store make life very hard on a retail analyst trying to do interesting work. And over-reliance on non-analytic heatmaps - a tool that looks nice but is analytically unrewarding - just makes everything worse. Of course, you don't need to use one of these solutions. You can build an analytics warehouse and [...]

By | April 24th, 2017|Gary's Posts, Retail Analytics|0 Comments

What’s Wrong with In-Store Tracking Measurement

I didn’t start Digital Mortar because I was impressed with the quality of the reporting and analytics platforms in the in-store customer tracking space. I didn’t look at this industry and say to myself, “Wow – here’s a bunch of great platforms that are meeting the fundamental needs in the space at an enterprise level.” Building good analytics software is hard. And while I've seen great examples of SaaS analytics platforms in the digital space, solutions like Adobe and Google Analytics took many years to [...]

By | April 19th, 2017|Gary's Posts, Retail Analytics|0 Comments

In-Store Customer Journey Tracking: Can You Really Do This?

When I describe Digital Mortar to folks, the most common reaction I get is: “Can you really do this?” Depending on their level of experience in the field, that question has one of two meetings. If they haven’t used existing in-store customer tracking solutions, the question generally means: is the technology practical and is it actually OK to use it (i.e. does it violate privacy policies)? If they have experience with existing in-store customer tracking solutions what they mean is: “does your stuff actually work [...]

By | April 12th, 2017|Gary's Posts, Retail Analytics, Uncategorized|0 Comments

An Overview of In-Store Tracking Technology

How does it work? Can you really do this? Is it legal? Those are the questions that I get asked the most about in-store customer journey tracking. The same kind of questions, to be honest, I used to get fifteen years ago in digital analytics. And when you have to answer questions like these, you know it’s still pretty raw out there. Collection technologies are a core part of measurement - whether it's tags in digital analytics or PCAP files for in-store customer tracking. Technology [...]

By | April 6th, 2017|Gary's Posts, Retail Analytics|0 Comments

The Moving Parts of Store Behavioral Analytics

Store analytics is digital analytics (with a heck of a lot more moving parts). Customer behavioral analytics in digital and physical places are not distinctly different. A customer enters the digital/physical space. He/she are presented with a number of paths. He/she goes somewhere first. And spends a distinct amount of time there. The customer then has a finite number of paths of where he/she can go to next. And follows one by click/foot. Along the way, they might reach key milestones like selecting a product [...]

By | March 31st, 2017|Jesse's Posts, Retail Analytics|0 Comments

Measuring Public Spaces: Customer Journey Tracking in Airports and other Public Venues

For this last stop in my whirlwind tour of customer journey tracking outside retail, I picked airports as a prototypical example of a public space. Airports are large, complex spaces with key chokepoints, broad wifi-coverage, and an interest in purely anonymous tracking. As with the vast majority of public spaces, there’s little or no interest in CRM type applications. We don’t need to know repeat visitor rates and don’t need to identify specific users. For large public spaces, the business focus is almost exclusively on [...]

By | March 26th, 2017|Gary's Posts, Retail Analytics|0 Comments

Get your analytics BLISS on: Customer Journey Tracking in Hospitality

Ah to be at a resort. And not just for the sun, the swimming, the beaches and the drinking…it’s the measurement opportunities that really appeal. When it comes to physical journey measurement, resorts have it all. Large, complex physical spaces with an absolute premium on experience. Complicated staffing and numerous interactions. Overwhelmingly high opt-in rates for wifi. CRM uses out the wazoo. Resorts include a retail component, a dining component, a service component and whole bunch of physical spaces all with important experience optimization potential. [...]

By | March 19th, 2017|Gary's Posts, Retail Analytics|0 Comments

Ground Zero in the Retail Apocalypse: Malls and Mall Analytics

Overbuilt. Underused. Under-siege. Mall traffic has declined precipitously in the last decade and the need to aggressively drive traffic via better experience is a matter of plain survival. That need for traffic has led to dramatic changes in the way malls are designed and executed - making them more experiental and less anchored. But if you can’t measure the impact of an experience by segment, how you can possibly drive continuous improvement? Malls are a hybrid case of physical location measurement: a large public space [...]

By | March 14th, 2017|Gary's Posts, Retail Analytics|0 Comments

Sports Analytics, Stadium Analytics and Sports CRM

Optimizing stores is the obvious and primary use-case for the new set of technologies that provide measurement around customer movement through physical spaces. But any reasonably complicated space used by people can benefit from this type of measurement. In my last post, I laid out some general considerations around the space size, the propensity to opt-in, and the nature of the measurement sample that might help ANY business figure out whether and which type of measurement system is appropriate. Those broad considerations are useful for [...]

By | March 9th, 2017|Gary's Posts, Retail Analytics|0 Comments

Taking In-Store Measurement…Outside the Store

In my last few posts, I explained what in-store journey analytics is, described the basics of the technology and the data collection used, and went into some detail about its potential business uses. Throughout, and especially in that last part around business uses, I wrote on the assumption that this type of measurement is all about retail stores. After all, brick & mortar stores are the primary focus of Digital Mortar AND of nearly every company in the space. But here’s the thing, this type [...]

By | March 5th, 2017|Gary's Posts, Retail Analytics|0 Comments