Plot Projects Launches Attribution 2.0: Online to Offline
Plot Projects launches Attribute; a new product enabling marketers to connect any mobile marketing efforts to brick-and-mortar visits
AMSTERDAM, NL, 2017 October 18 – Plot Projects, a location data and marketing technology provider for mobile apps based in Amsterdam,The Netherlands, has rolled out a new product enabling marketers to measure the lift in dwell-based store visits initiated by mobile app marketing. With Plot Projects’ market-defining product called Attribute, mobile marketers can close the long-standing gap in customer journey and follow the user all the way from a click in the app to a store visit.
Plot Projects’ technology, powered by geofencing, detects when app users enter pre-defined geographic areas. Besides its value for online-to-offline attribution, Plot Projects’ technology is widely used to send location-based notifications, gather competitive location intelligence and retarget users based on location history.
Attribute by Plot Projects has been tested for over a year by two major flyer catalogues in Europe. They have been using the product to measure campaigns running for several retailers and found that their mobile marketing efforts generated a 758% lift in conversion to visits.
Online-to-offline attribution has traditionally been challenging for publishers. To this day, customers who browsed a mobile app and eventually made in-store purchases would fall off the grid, inevitably leading to inaccurate ROI.
Attribute draws a connection between any recent in-app marketing action and a store visit. Here are a few examples of what mobile app publishers can measure the foot traffic attribution of:
- Reading a flyer/coupon/voucher
- Checking a restaurant profile
- Seeing an in-app banner
- Clicking on an in-app banner
Attribute also helps filter out passersby from actual visitors by measuring how long an app user stayed at a location. This is especially important if your business locations are in a dense, busy urban area where you need to be more accurate with separating these two groups.
“With 92% of commerce still happening offline in physical stores, knowing which of your mobile marketing efforts succeed at driving foot traffic to brick-and-mortar locations is key to proving the value of your services,” – says Menno Kolkert, CEO of Plot Projects. “For this reason, we are very glad to have launched a truly universal tool that will enable mobile apps to measure the online-to-offline attribution”.
About Plot Projects
Founded in 2011, Plot Projects is a leading company in the field of location-based marketing technologies. Powered by geofencing and beacons, they deliver high-end location intelligence and contextualized push notification services to app owners. Plot Projects is a fast growing global company with over 5,000 active accounts across the world. Clients range from leading mobile apps and app developers to major partners in the mobile marketing automation space. Their mission is to offer app users a contextualised and more relevant mobile experience by making them more location-aware.
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