Are You Getting the Most from Big Data in the Christmas Build-up?

By Tim Maytom

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As mobile becomes more and more central to consumers’ retail habits and location and proximity technologies give us a clearer picture of how people engage with digital and physical stores, its important that marketers hoping to take advantage of the last week of Christmas shopping target their ads correctly. After all, the right message at the right time can lead to a dedicated customer, while a clumsily deployed campaign can alienate as many consumers as it converts.

Data from ad tech company BlisMedia has shown how granular data can now be, providing crucial insight into the shopping behaviour of London consumers in the run-up to Christmas. According to its research, which was derived from the company’s analysis of 1m data points, there has been a 259 per cent increase in shopper traffic from November to December, as people prepare for the festive season.

The data, which identifies footfall and online behaviour, and was leveraged against IP addresses and 3G/4G signals to create geo-fenced areas across five of London’s most popular shopping areas, reveals that the three days of 10 to 12 December were the busiest shopping day, accounting for over a fifth of total shopping traffic across four full weeks.

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Source:: Mobile App News

      

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