{"id":2655,"date":"2017-12-07T15:11:48","date_gmt":"2017-12-07T15:11:48","guid":{"rendered":"https:\/\/devbloglavaprotocols.nityo.in\/location-intelligence-what-online-retailers-can-learn-by-mapping-sales-data\/"},"modified":"2017-12-07T15:11:48","modified_gmt":"2017-12-07T15:11:48","slug":"location-intelligence-what-online-retailers-can-learn-by-mapping-sales-data","status":"publish","type":"post","link":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/location-intelligence-what-online-retailers-can-learn-by-mapping-sales-data\/","title":{"rendered":"Location Intelligence: What Online Retailers Can Learn by Mapping Sales Data"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p><span style=\"font-weight: 400;\"><img decoding=\"async\" alt=\"\" aperture\":\"0\",\"credit\":\"\",\"camera\":\"\",\"caption\":\"\",\"created_timestamp\":\"0\",\"copyright\":\"\",\"focal_length\":\"0\",\"iso\":\"0\",\"shutter_speed\":\"0\",\"title\":\"\",\"orientation\":\"0\"}\"=\"\" class=\"wp-image-8981 aligncenter\" data-attachment-id=\"8981\" data-comments-opened=\"0\" data-image-caption=\"\" data-image-description=\"\" data-image-meta=\"{\" data-image-title=\"online shopping cover photo\" data-large-file=\"https:\/\/i0.wp.com\/www.lavaprotocols.com\/wp-content\/uploads\/2017\/12\/online-shopping-cover-photo.jpg?fit=1024%2C661&amp;ssl=1\" data-medium-file=\"https:\/\/i0.wp.com\/www.lavaprotocols.com\/wp-content\/uploads\/2017\/12\/online-shopping-cover-photo.jpg?fit=300%2C194&amp;ssl=1\" data-orig-file=\"https:\/\/i0.wp.com\/www.lavaprotocols.com\/wp-content\/uploads\/2017\/12\/online-shopping-cover-photo.jpg?fit=1280%2C826&amp;ssl=1\" data-orig-size=\"1280,826\" data-permalink=\"https:\/\/www.lavaprotocols.com\/2017\/12\/07\/how-salespeople-can-rebound-from-a-bad-selling-year\/online-shopping-cover-photo\/\" data-recalc-dims=\"1\" height=\"386\" loading=\"lazy\" src=\"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-content\/uploads\/imported-from-hubspot\/Imported_Blog_Media\/online-shopping-cover-photo-300x194.jpg\" width=\"609\"\/><\/span><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">Online retailers have become experts in tailoring consumer experiences, building stronger relationships with customers, and launching targeted ad campaigns by collecting data.\u00a0<\/span><span style=\"font-weight: 400;\">Yet marketers and online retailers still struggle to prove ROI of their advertising campaigns and to know how to leverage the data about their customers in meaningful ways.\u00a0<\/span><strong>We\u2019ll show you one company that\u2019s doing it right.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Recently, an ecommerce site based out of New York City shared with us all of the data from its latest advertising and product campaign.\u00a0<\/span><span style=\"font-weight: 400;\">The company was rolling out a new product line and had launched Facebook ads in a 25-mile radius of what they believed to be the metro areas in the U.S. with the highest concentration of past customers.\u00a0<\/span><span style=\"font-weight: 400;\">While their overall campaign was a success, visualizing and analyzing their sales data allowed them to do three key things:<\/span><\/p>\n<ul style=\"list-style-type: circle;\">\n<li>\n<h4><strong><span style=\"color: #333333; font-size: 18px;\">Identify Highly Concentrated Locations of Customers<\/span><\/strong><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A city is more than an address.\u00a0<\/span><span style=\"font-weight: 400;\">When predicting customer behavior, one of the most common attributes for marketers to consider is the street on which they live. In reality, though, a company should be looking at the entire metropolitan area.\u00a0<\/span><span style=\"font-weight: 400;\">Cities are designed to accommodate flows of people, whether they\u2019re driving to work, going out to a restaurant, or shopping at a mall.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">The ecommerce company asked: What are the largest metropolitan areas where my customers live?<\/span><\/i><\/p>\n<p><img decoding=\"async\" data-recalc-dims=\"1\" src=\"https:\/\/static.hsstatic.net\/BlogImporterAssetsUI\/ex\/missing-image.png\"\/><\/p>\n<p><span style=\"font-weight: 400;\">Within CARTO, we plotted yellow dots to represent all of the individual sales for their product campaign, as shown in screenshot above. (We\u2019re including some screenshots and some interactive map embeds to protect individual privacy).\u00a0<\/span><span style=\"font-weight: 400;\">We then intersected those dots with a layer of urban areas (obtained through Census and stored in our Data Observatory). This provided an incredibly accurate view of sales by city (in the interactive map below), as it aggregated suburban areas that might have a different city shipping address listed into the major metro area.\u00a0<\/span><span style=\"font-weight: 400;\">As you can see from the widget next to the map, if the user zooms or adjusts the map, the highest revenue cities automatically update. They could also adjust the sum total spent to show only cities with sales over a certain threshold.<\/span><\/p>\n<ul style=\"list-style-type: circle;\">\n<li>\n<h4><strong style=\"color: #333333; font-size: 18px;\">Measure the ROI of Location-Based Facebook Ad Campaigns<\/strong><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Every marketer needs to show the impact of their ad campaigns, and attribution tracking can be challenging to get 100% accurate.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">The ecommerce company asked: How are my ad campaigns influencing total revenue for this product launch?<\/span><\/i><\/p>\n<p><img decoding=\"async\" data-recalc-dims=\"1\" src=\"https:\/\/static.hsstatic.net\/BlogImporterAssetsUI\/ex\/missing-image.png\"\/><\/p>\n<p><span style=\"font-weight: 400;\">As a reminder, this ecommerce company\u2019s Facebook ad campaign targeted 25 miles radius\u2019 of over a dozen cities. By mapping those radiuses and intersecting them with sales over the duration of the ad campaign, the marketer in charge of the ad campaign can show all of the sales that their ads influenced. In this part of the United States, 82% of sales (550k out of 670k) came from within ad-targeted regions.\u00a0<\/span><span style=\"font-weight: 400;\">That\u2019s valuable information for a marketer looking to optimize and report on their ad campaigns.<\/span><\/p>\n<ul style=\"list-style-type: circle;\">\n<li>\n<h4><strong>Identify Potential New Markets For Ad Campaigns &amp; Stores<\/strong><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Birds of a feather shop together.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">The ecommerce company asked: Where are there new areas that I should focus my marketing efforts to increase total revenue for the company?<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Like every retailer, the ecommerce site is looking to expand its business, and they were shocked to see many customer-rich regions that they had not included in their advertising campaigns. By overlaying the Facebook ad targets with the highest value metropolitan areas, we can see a couple of things:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Minneapolis is one of the biggest metropolitan areas in terms of total revenue, but it is not part of the Facebook ad campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Several smaller cities are included in the Facebook ad campaign, though they aren\u2019t in the top 20 most valuable metropolitan areas. That doesn\u2019t necessarily mean they aren\u2019t good targets, but the digital marketer running the campaign may want to shift ad budgets to areas with more spending.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Additionally, by looking at the individual sales data, we can see additional potential ad areas outside of the urban zone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Online retailers have the data necessary to make insightful, strategic decisions \u2014 but only when the analyses are as good as the data. Visualization and location intelligence can reveal clear, actionable insights that help businesses fully engage with every customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Are you looking to execute more effective online ad campaigns and grow your retail business? <\/span><a href=\"https:\/\/lavaprotocols.com\/location-intelligence\/\"><span style=\"font-weight: 400;\">Click here to get in touch with us for a demo<\/span><\/a>\u00a0or call us at<em><i>\u00a0<\/i><\/em>03-78859720.<em><i>\u00a0<\/i><\/em><\/p>\n<p>\u00a0<br \/> <span style=\"color: #808080;\"><em><span style=\"font-weight: 400;\">This article originally appeared on Carto and is written by Devon Hopkins.<\/span><\/em><\/span><br \/> <strong><i>Lava is an <\/i><a href=\"https:\/\/lavaprotocols.com\/location-intelligence\/\"><i>authorised Partner of Carto in Malaysia,\u00a0<\/i><\/a><i><em>a location intelligence software that analyses and visualizes complex and large amounts of data. W<\/em><\/i><i>ith more than a decade of experience in the industry, we\u2019re proud to say we\u2019re one of the leading cloud solutions providers and consultants in the Asia Pacific region.<\/i><\/strong><\/p>\n<p><span class=\"et_bloom_bottom_trigger\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0 Online retailers have become experts in tailoring consumer experiences, building stronger relationships with customers, and launching targeted ad campaigns by collecting data.\u00a0Yet marketers and online retailers still struggle to prove ROI of their advertising campaigns and to know how to leverage the data about their customers in meaningful ways.\u00a0We\u2019ll show you one company that\u2019s [\u2026]<\/p>\n","protected":false},"author":1,"featured_media":2656,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[18,59],"class_list":["post-2655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-blog","tag-cloud-horizon"],"jetpack_featured_media_url":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-content\/uploads\/2024\/10\/online-shopping-cover-photo.jpg","_links":{"self":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts\/2655","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/comments?post=2655"}],"version-history":[{"count":0,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts\/2655\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/media\/2656"}],"wp:attachment":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/media?parent=2655"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/categories?post=2655"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/tags?post=2655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}