Raydiant's In-Store Analytics Can Identify Your Best Performing Content
It’s 2023 and we have driverless cars driving around San Francisco, yet most people who run digital signage networks don't have in-store analytics and can’t tell you which content is most effective for their audiences. How can that be?
Raydiant InSight makes it easy to understand your best performing content in terms of engagement and conversion and how that breaks down by demographic, so you can use those insights to build personalization rules and optimally target the right message to the right audience every time. Let’s see how.
Measuring In-Store Engagement Like an Online Marketing Funnel
For too long, marketers and advertisers have accepted inflated and inaccurate geodata in measuring their campaigns. For indoor scenarios, they can’t tell you if anyone actually saw a message and certainly not which messages. Some platforms try to do a sales correlation analysis based on timing, but it’s often weakly correlated because of the possibility of other factors. If you can’t measure the effectiveness of your campaign, good luck trying to scale it when bigger budgets are on the line.
Digital signage is measurable with Raydiant’s in-store analytics, which you can use to look at the performance of individual pieces of content. Raydiant InSight maps viewer behavior to the marketing funnel focusing on conversion rates, just like online marketing analytics do. Now you can see exactly how content engages people and the full shopper journey.
Using In-Store Analytics To Measure Engagement and Content Effectiveness
There are 4 main measures of content effectiveness that Raydiant InSight measures:
Verified View Rate - Does content get the attention of people passing by?
Engaged View Rate - Does content get people to watch for over 2 seconds after catching their attention?
Average View Time - How long do people watch the content on average?
Positive Sentiment Rate - How positively did people react to the content?
We make it easy to see every piece of content and let you sort by any measure to see your best and worst performing content.
Here you can see the performance of each piece of content on the key conversion metrics as well exactly how many people we verified that saw each piece of content. And of course, we have the standard proof of play metrics the digital signage industry is used to.
Even better, you can drill down to each piece of content and see how it compares to the average metrics. For example, above you have a Burger & Fries promotion that:
Is below average in catching the attention of people passing by (Verified View Rate)
But is above average in engaging viewers once they see it (Engaged View Rate)
With a 3x higher average view time (Average View Time)
And higher positive reaction rate
So this is a high performing piece of content that needs to be improved to catch people’s eye. So you can add some animation or video or change colors to better capture people passing by. Now that’s insight!
Even better, you can see these key metrics broken down by demographic so you can decide which content to target to which audiences in real-time, using the same data that our in-store analytics collects.
Continuously Improve Digital Marketing And Understand Your Audience
Business owners, advertisers, and marketers alike finally have the tools they need to understand how audiences and shoppers engage with in-store digital content in a way that can help them continuously improve it and validate their investments.
With our powerful analytics platform, you now can create a complete and continuous cycle of improvement that drives greater audiences, engagement and conversion:
Measure the value and impact of every piece of content that runs on your screens
Compare the audience engagement, conversion rates, and positive sentiment for each piece of content
Drill down into pieces of content and see which audiences best engage and convert
Optimize your personalization rules and get insights on what to test next
Repeat from step 1.
Our clients are doing optimization cycles from quarterly to weekly, and some even daily with new product launches they absolutely need to deliver on out of the gate. If you have enough screens, you quickly have enough data. And that’s the key: great data in a great in-store analytics platform.
Measure the impact of screen content and optimize your digital campaigns with clear, actionable in-store analytics. Book a demo today.