Digital Insight Means Smarter Strategy for Allpoint ATMs
When Cardtronics partnered with a Colorado-based convenience store chain, it wanted to make sure its surcharge-free Allpoint ATMs weren’t just getting traffic, but the right kind of traffic.
ZG’s media team developed a highly-targeted digital campaign that was able to track Allpoint users from banner view to its partner stores – and beyond. We took a multifaceted approach to tracking and analyzing audience data. The first part involved a digital plan that targeted a specific audience based on age, income and location. Using this data, we conducted a foot traffic impact study, correlating media execution with ATM use at specific locations and tracking repeat visitors.
Our approach resulted in a 2% traffic lift among the target audience at partner locations, which amounted to just over 35,000 incremental visitors who could be directly linked to campaign exposure, as well as a significant increase in repeat visitors.
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