A Classifieds Website
Custom hardware and software solution deployed to derive deeper attribution of website and mobile app ad campaigns
The Business Need
A leading classifieds website runs numerous ad campaigns for local new and used car showrooms across Dubai. The client needed to better understand the effectiveness of their advertisers’ campaigns at driving visits to auto showrooms. The challenge was to “close the loop” and bridge customers’ digital and physical world behaviors.
The strategy required a combination of hardware installation, software integration and back-end customization. We installed our SDK on the client’s mobile app in order to more accurately track location via multiple signals, we installed Wi-Fi analytics software at key auto showrooms to capture data from visitors (with or without login), and we developed a custom attribution data layer on both the website and mobile apps to tag users exposed to the advertisers’ campaigns.
The results are ongoing but early data is promising, with match rates of exposed users to showroom visits in double digit percentages. We are currently developing a custom reporting dashboard to provide clear attribution data against all active ad campaigns running across the mobile and website. The solution is working and can be further optimized.