Greg Sterling says, “Mobile marketing platform UberMedia has coined a new term: “Location ROI” or “LROI.” In that context, the company is measuring and optimizing mobile media against offline store visits.

Michael Hayes, UberMedia’s Chief Revenue Officer, uses the term “Location Visit Optimization” to describe the process of using location data to increase the effectiveness of mobile campaigns to drive incremental store visits. Beyond this, however, Hayes believes a broad new KPI is emerging around offline visits: LROI.

In the same way that call tracking has been used as a primary tool to show the “offline” impact of search or display advertising, location visits is a new metric that will offer brands and marketers that primarily sell offline a much better sense of the true ROI of their media spending.

UberMedia’s optimization capabilities currently only work for mobile marketing, but Hayes says that the company can measure which digital media, whether on desktop or mobile, are driving the most location visits. Hayes adds that location can also be used to verify whether brands without owned retail distribution are reaching intended audiences“.

Mobile Marketer UberMedia Introduces The Concept Of “LROI”

Marketing Land

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