How Does Your Campaign Stack Up? Check the 2023 Location-Based Marketing Benchmarks
Understanding real-world customer behavior is essential for marketers. Cuebiq’s 2023 Benchmark Data provides a reference point for evaluating campaign performance against industry standards. The benchmarks are based on footfall attribution data collected from various industries in 2023.
Key Metrics Analyzed
- Uplift: The percentage difference in visitors between the exposed and control groups. A 0% uplift means that both groups had the same visit rates.
- Visit Rate: The percentage of exposed consumers who visited a store.
- Incrementality Effect: The proportion of total visits that are incremental (as opposed to organic).
- Cost per Incremental Visit (CPIV): Total budget spent divided by the number of incremental visits.
To evaluate your campaign’s relative performance:
- Locate your industry vertical in the report.
- Compare your campaign metrics to the provided thresholds.
- Determine if your campaign is below average, average, or high performing. For example, a retail campaign with a 15% uplift is considered relatively high performing.
Industries Covered
The study includes attribution benchmarks for a variety of business services and verticals:
- Arts & Entertainment
- Automotive Ownership
- Automotive Product & Services
- Beauty Services
- Big Box Retail
- Business and Industrials
- Clothing and Accessories
- Consumer Electronics
- Convenience Store
- Discount Store
- Fast Food (QSR)
- Finance & Insurance
- Furniture
- Grocery Stores and Supermarkets
- Health and Medical Services
- Home Improvement and Repair
- Oil, Gas and Consumable Fuels
- Pet Services
- Recreation And Fitness Activities
- Restaurants
- Retail
- Sporting Goods
- Telecom Services
- Travel & Tourism
Competitive Benchmarking allows you to analyze how your campaigns compare against competitors by using Cuebiq’s annual benchmark data. Metrics include foot traffic, engagement, and campaign effectiveness, which helps identify market gaps and capture untapped audiences.
Cuebiq analyzes campaign performance within each industry based on Interactive Advertising Bureau (IAB) industry categorizations. Performance thresholds are established to categorize campaigns. The cutoff points are data-driven and correspond to the 25th, 25th-50th, 50th-75th, and 75th percentiles.
