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Pandora Taps Foursquare For Digital-To-Physical Ad Attribution

"By integrating Attribution by Foursquare, Pandora has been able to demonstrate to brands advertising on the platform that their ads have the potential to drive as much as 7.5% incremental visits to store locations," says Foursquare's Peter Krasniqi.

Pandora has signed on with Foursquare to tell help show marketers like Subway and Mohegan Sun measure foot traffic by its streaming music listeners.

Aside from the sandwich chain and resort casino, roughly 20 other Pandora advertisers have participated in the integration of Attribution by Foursquare, which the location intelligence provider unveiled in Feb. 2016.

Charting Incremental Visits

The Pandora brands that have used Foursquare’s Attribution program have realized as much as a 7.5 percent rise in incremental visits to store locations,  said Peter Krasniqi, VP, Global Sales Strategy & Operations at Foursquare, noting in a blog post, “and we’re just getting started.”

“Over the years, we’ve worked with a variety of location analytic vendors, but we are excited to partner directly with Foursquare for their unique first-party location data which leverages both passive (GPS signals, WiFi, cellular data, Bluetooth, etc.) and explicit check-in data (direct user check-ins on FoursquareCity Guide and Foursquare Swarm apps) to double-verify an actual check-in has occurred, Keri Degroote, VP of Research and Analytics at Pandora, told GeoMarketing.

“Foursquare is also different than other location analytic vendors in their ability to conduct background location-tracking, their robust privacy policy, use of control (unexposed) groups, the fact that their first-party panel is not incentivized and their reporting metrics,” Degroote added. “The power of Pandora’s massive logged-in user base, coupled with our in-house and third-party data and targeting capabilities, is what sets us apart from a large majority of other mobile publishers. Pandora is helping advertisers understand throughout the purchase funnel by vertical if their advertising is working. This is just one example of how we are helping QSR and retail categories drive in-store purchases.”

Online/Offline Attribution Is Essential

Asked what categories of Pandora advertiser Foursquare’s Attribution might appeal to, approximately 30 percent of Pandora’s advertisers run location analytic campaigns and ~43 percent of those are retail brands, Degroote said.

“Since we started working with Foursquare, we have already allowed 20-plus advertisers to run a combined one billion impressions while measuring foot traffic lift,” Degroote said, pointing to the close work they’ve done with Subway and Mohegan Sun.

“Using Foursquare data gives our marketers another way to effectively measure and prove that their advertising is on the right platform and their campaign is driving strong ROI results in the real world,” she added.

Pandora’s Brain Trust

The move comes a few months after Pandora further enhanced its analytics by partnering with Neuro-Insight, a provider of neuroscience-based market research, to determine if a personalized music listening experience creates more memorable advertising.

Pandora has a large audience to dive into, as it collects over one billion signals from its “100 percent logged-in” 84 million-user base.

In turn, that will be matched by Attribution by Foursquare, which offers insights visits to stores, incremental visits, lift for a campaign, return on ad spend, incremental revenue, impressions and devices reached, as well as audience insights such as geography, age group, gender, customer loyalty and category, chain and taste affinities.

As marketers continue to become more data-driven and ROI focused, publishers that offer measurement tools that show a direct correlation between online campaigns and offline results can gain competitive advantage with brands.

And that’s where the location analytics offered by Foursquare, which is rooted in its foot traffic panel that currently measures anonymized, aggregated trends for over 2.5 million people, comes into play.

“Leveraging first party data from our consumer apps and places database that is relied upon by over 100,000 developers — including tech giants such as Samsung, Apple, Reddit and Twitter — we quickly signed on major advertisers, publishers and programmatic platforms,” said Krasniqi. “We’re proud to now add the world’s most powerful music discovery platform to that esteemed list.”