Issue 5 2021

Mar21037 Measurable Marketing S4M has pioneered the union of online and offline marketing in its superior drive-to-store platform, Fusio. Delivering measurable advertising solutions that utilise powerful location data and consumer insights, S4M’s innovative ingenuity has earned the firm the award for Leading Innovators in Drive- to-Store Advertising 2021 at this year’s Corporate Excellence Awards. Established in 2011 by a team of experts in advertising and marketing technology, S4M – has spent the last decade helping brands to succeed, delivering solutions that generate real movement towards their physical locations. With S4M’s support, shops, restaurants, car dealerships and more are busy and thriving, thanks to tailored marketing that drives customers to them. Ultimately, S4M seeks to close the gap between the world of online and offline marketing. In its pioneering approach, the firm applies the scientific principle of incrementality to digital advertising, measuring incremental visits instore and optimising those insights in real time by using location data with superior accuracy. Businesses are then able to build customer profiles that include their geographical location using the data from incremental visits to create tailored marketing campaigns that communicate most effectively with a target audience. By applying incrementality to its strategy, S4M is able to accurately measure the success of its clients’ advertising. To do so, S4M will assist clients in launching a digital campaign in proximity to their physical store, before randomly selecting users from the target audience to create a control group which will not see any advertising. A second, experimental group is made up of those customers who visit the physical location but are not in the control group, so have therefore seen the advertising. The instore visitation rate is then calculated for each group, with the accuracy of this data being verified by a third party to ensure total reliability and efficacity. If the same data arises from both groups then the campaign had no impact. But, if visits among the experimental group are higher, then the campaign has successfully bought more incremental visits to the store. This is where Fusio comes in; S4M’s AI-powered, drive-to-store platform that can be used across display, video, audio and OOH to help maximise users’ advertising and elevate campaign performance by driving an increase in footfall in physical stores. The platform has been designed to convert data points on the real-world and online behaviours of customers to better engage with them; to analyse location and travel time data to reach high-potential consumers; and to create unique mobile experiences in marketing campaigns that capture the attention of its users. With the insights garnered from Fusio, users can optimise their business KPIs and measure the efficacity of campaigns, benefiting from the superior accuracy and reliability of S4M’s metrics and AI technology. Fusio has been used by retailers and brands in a myriad of industries to support them in reaching their intended audiences and increasing footfall within their physical stores. Levi’s, for example, the iconic American clothing brand, utilised S4M’s extensive capabilities to better engage with stylish consumers through a mobile-to-store campaign that promoted the launch of their newest jeans for men and women in the UK, France, Germany, and Spain. Meanwhile in Singapore, Nando’s restaurants called upon S4M in partnership with the media agency, Vizeum Singapore to increase visibility and drive customers into their physical restaurants, combatting the growing phenomenon of delivery apps and home-cooking. The result was an impressive footfall uplift of 72% in Nando’s restaurants, tribute to the efficacity of S4M’s advertising solutions. Thus, after ten years of successful operations that have seen more than a 1000 brands benefit from S4M’s innovative products and solutions, S4M has grown into an international organisation with offices dispersed around the world. The team of 200 based in Europe, Asia, and North America are strong and united, driven by a singular mission that has existed at the heart of S4M since its inception: to help brands achieve their goals for success. With awards like Leading Innovators in Drive-to- Store Advertising 2021 and a portfolio of satisfied customers to its name, it is clear that S4M attains its own goals for success on a daily basis. Contact: Nawal Es-Sdiqui Company: S4M Web Address: www.s4m.io The instore visitation rate is then calculated for each group, with the accuracy of this data being verified by a third party to ensure total reliability and efficacity. If the same data arises from both groups then the campaign had no impact. But, if visits among the experimental group are higher, then the campaign has successfully bought more incremental visits to the store.

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