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

Optimizing Retail: Competitive Advantage and In-Store Customer Analytics

Five years ago, there was a battle being waged in the sporting world between analytics and “traditional” forms of expertise. That battle is pretty much over. Both sides won. Each is essential and often, these days, they are blended in the same person. There’s no reason to repeat this silliness in other domains. Having a comprehensive, behavioral view into what’s happening in your stores won’t suddenly make it possible for a desk jockey in the Punjab to drive merchandising success. But it can make it [...]

By | February 25th, 2017|Gary's Posts, Retail Analytics|0 Comments

Customer Journey Tracking and Building Customer Strategy

I've detailed five different ways that in-store customer journey tracking drives store improvement: from optimizing store merchandising to improving in-store digital experiences and tuning omni-channel visits. All are important and each can drive measurable ROI. But in-store customer journey also tracking has broad implications at the strategic level of your organization.  Everyone wants to be more customer focused. I hear that all the time. Over and over. I even agree. And if you're delivering a physical experience to customers without adequate measurement, you're not just [...]

By | February 20th, 2017|Gary's Posts, Retail Analytics|0 Comments