The Measurement Minute

The Measurement Minute by Gary Angel

 

In digital analytics, conversion is the easiest thing to measure. For in-store analytics, that’s just not the case. Understanding when and whether a shopper converted is doable, but we often don’t know what – from their journey – got purchased. That makes for considerable ambiguity at the bottom of the in-store funnel.

 

 

 

The Measurement Minute by Gary Angel

 

Occupancy Management has been a huge deal with Covid. But is it still useful in post-Covid world? The best application we’ve found for active Occupancy Management integrates Digital Mortar’s Occupancy Management with Feedback Solutions HVAC integration. You can get hard dollar savings on energy costs, provide a better environment for people and help meeting climate and green mandates and goals by appropriately adjusting environment to occupancy.

 

 

 

 

 

The Measurement Minute by Gary Angel

 

Measuring the in-store funnel is all about inferring intent. And one of the hardest places to understand intent is distinguishing between potential buyers who don’t engage and fully uninterested pass-by traffic. In the first case, the merchandising/display didn’t do their job. In the second, there was no real opportunity. But the behavior of the shopper was the same. Or was it? The Measurement Minute explores velocity as a measure of potential opportunity.

 

 

 

 

 

 

The Measurement Minute by Gary Angel

 

If store and area pass-by traffic provide a measure of opportunity at the top of the funnel and PoS data provides the bottom of funnel, how do you fill in the middle of the funnel? After all, with opportunity and conversion you have a good measure of success, but no information about why a store, section or display was more or less successful. Filling in the middle of the funnel helps you understand what went right or wrong.

 

 

 

 

 

 

 

The Measurement Minute by Gary Angel

 

Pass-by traffic is an important metric in understanding store opportunity. But the principle of understanding opportunity via traffic applies inside the store as well. You can measure pass-by traffic for everything from an aisle to an endcap to a Section to a display. But depending on how the area is setup and how traffic flows around it, this may require quite different measurement.

 

 

 

The Measurement Minute by Gary Angel

 

Discussion of area foot traffic and what’s an area leads pretty naturally into the next shopper journey metric on our list. Physical retail is heavily driven by opportunity. And opportunity is driven, as the famous saying goes by, location, location, location. From this simple concept comes the idea of measuring pass-by traffic. For a store, pass-by traffic is a count of the people who walked by the store. It’s a key measurement for understanding opportunity – and it’s a metric that’s just as applicable Inside the store as out.

 

 

 

The Measurement Minute by Gary Angel

 

There’s a hidden ambiguity at the heart of a metric like “Area Foot Traffic”, because it’s not always obvious what exactly an area is. In thinking about store area, it turns out that all sorts of different area types might be interesting – everything from a single square foot, to a floor to a set of non-contiguous regions that serve a similar purpose or function. In this post, the Measurement Minute considers different ways to think about area and some of the advantages of each.

 

 

The Measurement Minute by Gary Angel

 

When you first start with in-store behavioral analytics it’s best to begin with simple, fairly familiar metrics. That makes Area Foot Traffic a great jumping off point. Everyone already understands door count. But after entry, most stores don’t really know how many people go to each area of the store. From floors to departments to sections to merchandising areas, traffic is unknown and critically important to understand.

 

 

 

The Measurement Minute by Gary Angel

 

Most areas within the enterprise have long since honed in on a robust measurement framework for their discipline. Except for minor tweaking around the edges, accountants, digital analysts and call-center managers aren’t still trying to figure our metrics, KPIs and reports. But when it comes to in-store behavioral analytics, that’s just not the case. Even sophisticated retailers mostly have yet to create a reporting framework for what happens in between entry and Point-of-Sale.

 

 

 

The Measurement Minute by Gary Angel

 

Reporting ranks right up there with the weather as something we love to complain about. And its no wonder, because a lot of enterprise reporting is frustratingly misguided. The Measurement Minute lays out a simple framework for basic types of reports and what/who they are for. When it comes to in-store analytics, there are huge gaps everywhere – but especially in the role of enterprise intelligence. Because most retailers lack the metric and KPI framework to talk intelligently about in-store behavior.