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.