Tying Ad Spend to Foot Traffic

Analyzing cost per visit by channel and geo, impressions to visits and visits by promo, we uncovered which digital marketing strategies deliver the biggest payoff of store visitors.

Key Outcomes

Our Foursquare digital partnership led to these powerful insights for Bernstein-Rein’s QSR client.

72%

of Display campaigns had a CPV of $0.02 or less

44%

of visits driven by Display

20%

video lift for promos running all three channels

Challenge

Bernstein-Rein came to us with a QSR chain that was in a tough spot. With customers unable to transact online, coupon measurement tricky and offline sales analysis expensive to come by, it needed guidance with its limited budget on which digital channels and promotions drive the most customers in-store.

Strategy

We collected Foursquare foot traffic data for three months to measure promo effectiveness. Analyzing cost per visit by channel and geo, impressions to visits and visits by promo, we uncovered which digital marketing strategies deliver the biggest payoff of store visitors and the best use of Bernstein-Rein’s QSR client’s ad dollars.

REsults

Crunching the numbers, we found display is the clear winner at driving in-store visitors at an affordable cost. Video messaging is more effective than display or audio for promotions without a specific or seasonal menu item, and video performs best when promoting items on the QSR chain’s app.

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REcognition

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Moving beyond online performance metrics to see the impact of different digital tactics on foot traffic was a game changer. Working with our partners at Goodway, we were able to gain insight into the strongest performing tactics as well as promotion level performance insights. These learnings enable us to optimize efforts moving forward to ensure optimal return on investment.

Paula Linter

VP, Experience Planning Director, Bernstein-Rein

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