Insights Manager

Insights Manager is your one-stop platform for unlocking actionable insights about your locations. This guide will walk you through how to access Insights Manager, available insights, how to enable them for Location Groups, and how to interpret them to inform better advertising strategies.

How to Access Insights Manager

There are multiple ways to access GroundTruth Insights Manager if this platform has been enabled to your tenant.

1. Simply type insights.groundtruth.com in your web browser.
2. Within other GroundTruth apps, such as Ads Manager or Location Manager, you can click on the hamburger menu icon at the top left of the platform and then click on the Insight Manager icon.

By default, unless you've enabled insights for any of your Location Group(s), the dashboard will be empty. To enable insights for any of your Location Groups, please see below. 

How to Enable Insights for your Location Group

1. Navigate to Location Manager, either from Ads Manager or by going to locations.groundtruth.com.
2. Select the Location Group for which you’d like to enable insights.
3. Toggle on the new ‘Location Insights’ option at the top of the page.

Insights Available

All insights are derived from raw visitation data observed across the blueprinted locations within your Location Group. These insights are not influenced by GroundTruth media, offering a pure view of visitation behavior.

Insights include:

• Hourly, Daily, Weekly, Monthly Visits: Track foot traffic patterns over time to identify busy periods.
• Time of Day & Day of the Week Visits: Discover peak visitation times and days to optimize your operations or ad placements.
• Time Interval Visits: See traffic broken down into morning, afternoon, evening, and late-night segments.
• Age, Gender, Income Distribution: Understand who your customers are and refine your marketing personas.
• Location Category: Categorize visitation behavior by location type (e.g., retail, restaurants).
• Top Performing Stores: Compare performance across multiple locations to identify high-traffic stores.
• Drive-to Distance: Analyze how far customers travel to visit your location.
• Brand Affinity: Discover brands with a high visitation overlap with your location, offering potential partnership or competitor insights.
• Behavioral Audiences: Identify audiences that have strong visitation affinity with your location.
• Visit ZIP Affinity: See which ZIP codes have the highest visitation affinity.
• Home ZIP Affinity: Highlight ZIP codes where visitors dwell, providing insights into where customers live.

Making the Most of Your Insights: Advertising Strategies and Competitive Insights

GroundTruth Insights Manager is designed to turn visitation data into actionable intelligence. Here’s how to use the platform to refine your advertising strategies and gain a competitive edge:

1. Optimize Geo-Targeting

• Visit ZIP Affinity:
  • Identify top-performing ZIP codes based on store visits and create geo-targeted campaigns focused on these areas.
  • Expand your reach by targeting neighboring ZIP codes with similar visitor profiles to attract new customers.
• Home ZIP Affinity:
  • Use dwelling data to understand where your audience lives. Tailor hyper-local campaigns to community-specific needs or events, increasing the likelihood of engagement.
• Drive-to Distance:
  • Analyze the average distance your customers travel to visit your store. If most customers come from a 5-mile radius but a few travel 10 miles or more, you can expand targeting to the larger radius with geo-specific offers to attract more long distance visitors.
• Example:
  • A pizza chain notices customers typically travel 4.5 miles to visit. Use this data to expand the campaign targeting to include a 5-mile radius
  • Create separate ad groups targeting home ZIP affinity (local residents) and visit ZIP affinity (commuters), ensuring both segments are addressed with relevant messaging. This increases the campaign's impact on store visitation and sales.

2. Develop Competitive Insights

• Brand Affinity:
  • Identify brands that share overlapping visitation with your location. This could include direct competitors or complementary businesses.
  • Activate campaigns targeting competitor audiences by offering switching incentives (ex: discounts for new customers) or developing partnerships with complementary brands to cross-promote services.
• Behavioral Audiences:
  • Create segments of high-affinity visitors, such as frequent gym-goers if your business is a health-food restaurant. 
  • Target these segments with promotions that match their lifestyle or interests.
• Location Performance:
  • Compare high- and low-performing locations to identify best practices. Use these insights to improve underperforming locations through tailored campaigns
• Example:
  • A Ford dealership identifies that Honda, Toyota, and Nissan dealerships nearby attract overlapping audiences. They target high-affinity competitor audiences with offers like "Trade-in Bonus for Current Honda Owners," persuading potential customers to visit their Ford dealership. 
  • Behavioral data can further help them target customers interested in SUVs or eco-friendly vehicles with tailored messaging.

3. Strengthen Creative Messaging, Track Seasonal Trends and Inform Campaign Targeting

• Time of Day Insights:
  • Align creative messaging with peak times. Deliver time-sensitive offers like "Lunch Combo Deals" in the morning and "Happy Hour Specials" in the evening to drive visits based on customer habits.
  • Adjust ad creative to reflect different time-based moods—Ex: upbeat messaging in the morning and a relaxed tone for evening promotions.
  • Run weather-triggered campaigns to hone in on weather conditions if you tend to see a sales uptick during rainy days
• Daily, Weekly, Monthly Insights:
  • Use historical data to identify seasonal peaks, such as summer surges for outdoor attractions or holiday peaks for retail. Activate campaigns during these periods for maximum visibility.
  • Conversely, create promotions to address slow periods like "Winter Clearance Sales" to maintain sales during off-seasons.
• Visitation Trends:
  • Examine visitation trends by day and time to optimize ad schedules. If traffic is consistently high on weekends, develop campaigns encouraging weekday visits
• Demographics:
  • Refine your targeting based on the demographics of your visitors. Focus on high-value segments (ex: young professionals, high-income families) with messaging tailored to their needs and interests.
    
    
• Example:
  • A QSR notices high weekend visitation in the afternoons. To drive similar traffic during weekdays, they introduce a "Weekday Happy Hour : 2-for-1 Special" targeting office workers and students.
  • They also identify competitors with stronger lunch traffic and target those audiences with ads promoting better offers or faster service, encouraging new visits
  • A luxury retail brand identifies its highest visitation traffic comes from women aged 25-34. They run video, display, and audio ads that emphasize brand exclusivity and elegance, leading to increased conversions among this high-value segment.