Offline analytics
Offline analytics , or offline analysis, is a marketing term. The offline analysis analyzes consumer behavior in stationary retail and in this way simulates online analysis tools (such as Google Analytics ) for shops, department stores, trade fairs or other areas of interest.
In the offline analysis, consumer behavior is recorded in real time. This is made possible, for example, by tracking smartphones via iBeacon and then processing and analyzing the data. This method allows conclusions to be drawn about visitor sources, the destinations after leaving the location, the visitor frequency of certain customers in the location in a certain period of time and behavior within the location (length of stay at certain shelves, visits to info points, purchase made, etc.).
Apps enable the comparison of consumer behavior offline and online, which has already been used to display optimized advertising and is now also used in the field of offline analysis. In this way, it can be tracked, for example, whether a customer checks the products on price comparison portals or mail order companies before buying. Further options are the optimization of the product range and the management of the flow of visitors, as well as the efficient placement of products, information points and sales advisors.
This type of data collection takes place with the customer's consent, for example by installing their own app; however, personalized offline analysis can also be carried out within certain limits without explicit consent.
Individual evidence
- ↑ Mobile And The Rise Of “Real World Analytics”
- ^ How iBeacon Software Changes the Game for Offline Store Analytics
- ↑ Facebook Connects Impressions To Offline Sales For Telcos
- ↑ Mobile And The Rise Of “Real World Analytics”
- ↑ Study: Nearly Half Of Mobile Users Will Share Location For Relevant Offers
- ^ Selling Secrets of Phone Users to Advertisers