04
Apr
2017

Mobile Madness: Using Event Targeting for Granular Insight

04/04/2017
Ever wondered how mobile foot-traffic compares location by location? As a business owner or marketer, it pays to get granular with localized insight and performance with Simpli.fi’s Geo-Fencing technology.

Using Event Targeting, it’s possible to create mobile user audiences from fences drawn around your own business location(s) or even your competitors.

The Regional semifinals of college basketball’s Big Tournament inspired us to demonstrate Event Targeting’s capability to create mobile audiences while gaining insights about your audience at the same time. In this test, we wanted to localize insights to mobile users who attended the Open Practice events on the days before the Semifinal matchups of two regions within the tournament.

The Midwest and South regions held their semifinal games on 3/24 and 3/25 respectively, with Open Practice events on 3/22 and 3/23. The four teams who made it to the Semifinals in their region each were given an hour time slot between 12pm-4pm to practice. Which teams brought more users to the stadium during their one-hour practice slot? We created mobile audiences using Event Targeting for each team’s one-hour practice time and report the data as a percent change in user foot-traffic.

3/22. Midwest Region. Sprint Center. Kansas City, MO
  • 6% increase in mobile users from the first practice (Michigan) and the second (Purdue).
  • 31% increase in mobile users from the first practice to the third (Oregon).
  • 33% increase in mobile users from the first practice to the fourth (Kansas).
3/23. South Region. FedEx Forum. Memphis, TN
  • 39% increase in mobile users from the first practice (Butler) to the second (UCLA)
  • 31% increase in mobile users from the first practice to the third (N Carolina)
  • 36% increase in mobile users from the first practice to the fourth (Kentucky)
Imagine how these types of insights from Simpli.fi’s Event Targeting can be applied to your mobile marketing campaigns. Businesses and marketers can to understand which of their locations are experiencing the highest amount of mobile foot-traffic and then allocate their marketing dollars more effectively across their campaigns. On the other hand, marketers can also gain insights on their competitor’s foot-traffic by drawing Event Targeting fences around their location(s). Marketers can then use Geo-Fencing to serve ads to those who visit their competitor’s location(s) in an effort to redirect them to their own location.