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. Inform Campaign Targeting

• Visitation Trends:
  • Align ad schedules with peak visitation times (e.g., afternoons or weekends) to maximize relevance and engagement.
  • Use time interval insights (morning, afternoon, evening) to tailor messaging to match customer behavior throughout the day.
• Demographics:
  • Refine audience targeting based on visitor age, gender, and income distribution. For instance, if your location attracts younger, higher-income visitors, prioritize platforms or messaging that resonate with this group.

2. Optimize Geo-Targeting

• Visit ZIP Affinity:
  • Identify top-performing ZIP codes and use them for geo-targeted campaigns.
  • Expand your reach by targeting nearby ZIP codes with similar visitation profiles.
• Home ZIP Affinity:
  • Use dwelling data to understand where your audience lives and craft hyper-local campaigns that resonate with community priorities.

3. Develop Competitive Insights

• Brand Affinity:
  • Study visitation overlap between your location and other brands.
  • Target competitor audiences with personalized offers to encourage switching, or explore partnerships with complementary brands.
• Behavioral Audiences:
  • Build audience segments based on high visitation affinity. For example, target frequent fitness center visitors if your location is a health-food restaurant.

4. Measure Campaign Success

• Drive-to Distance:
  • Use insights about customer travel distances to evaluate whether your campaigns are successfully pulling customers from farther away.
  • Adapt campaign radius settings to improve ROI.
• Location Performance:
  • Compare top-performing stores to identify success factors, then replicate those strategies across underperforming locations.

5. Strengthen Creative Messaging

• Time of Day Insights:
  • Deliver time-sensitive offers, such as a “lunch special” ad in the morning or “nightlife deals” in the evening.
  • Adjust creative tone to reflect the mood of specific time intervals (e.g., upbeat in the morning, relaxed in the evening).

6. Track Seasonal Trends

• Daily, Weekly, Monthly Insights:
  • Pinpoint seasonal peaks and align campaigns with these surges in foot traffic.
  • Use historical data to anticipate slow periods and preempt them with promotions or loyalty offers.