How WPP leverages location data when shopper signals fade

Solution

A key element of this approach was foot traffic analysis, which enabled WPP’s automotive client to evaluate dealership performance and develop a strategy. The goal was to understand visitation patterns, peak times, and regional preferences, allowing successful tactics to be replicated across the client’s network for consistent results and improved customer satisfaction.

Rigorous testing led WPP to select PlaceIQ as their partner for location intelligence. A regionally focused correlation test confirmed PlaceIQ’s clear and consistent insights across dealerships. PlaceIQ’s accuracy, reliability, and commitment to data integrity also aligned with the client’s values, solidifying the alliance.

Building a Data-Driven Strategic Framework
To address unclear customer signals, WPP used historical location intelligence to forecast dealership sales potential in regional markets. This involved analyzing long-term trends, identifying low-frequency visits, and applying automated normalization techniques. Through its collaboration with PlaceIQ, WPP integrated these insights into the automotive client’s marketing and sales strategies, focusing on two key pillars:

Decoding Shopper Patterns
WPP required a deep understanding of shopper patterns across adjacent industries to navigate a rapidly changing market. By leveraging PlaceIQ’s Firehose dataset to track shifts in customer visits—particularly in fast food and grocery sectors, which often indicate broader trends—WPP contextualized foot traffic changes and adapted these insights to the automotive sector.

Foot Traffic as an Optimization Metric
The integration of PlaceIQ Pixel with proprietary digital metrics enabled WPP to enhance conversion efficiency. A strategic blend of foot traffic data and digital insights gave WPP a real-time view of pre-conversion patterns, allowing them to continuously analyze dealership visits and refine customer engagement.

For example, in the initial campaign pilot, aligning foot traffic intelligence with media optimization metrics led to a considerable increase in dealership visits. The test resulted in a 22% increase in qualified visits from video ad placements and a 15% increase from display ad units. The successful experiment quickly became the foundation for the broader strategy.

The Outcome

In the overall campaign, WPP’s use of PlaceIQ led to major improvements in performance metrics. Dealership visit effectiveness—tracking visits per million ad impressions—increased by 30%, indicating more high-quality foot traffic. Dealership visit productivity—measuring visits per marketing dollar spent—rose by 43%, reflecting a stronger ROI through optimized media strategies.

WPP’s approach also provided notable value from dealers to in-market auto buyers by delivering marketing messages that were timed and geographically relevant, reaching customers at moments when they were most likely to visit a dealership. This strategy enhanced the shopping experience by presenting information at the right time and effectively connecting ready-to-buy customers with the ideal purchasing opportunities.

Next Steps

As WPP continues to collaborate with PlaceIQ, they are exploring new opportunities to enhance their data-driven strategies. Future initiatives include:

1. New Demand Creation Contexts: Developing analyses that compare foot traffic against competitors at a geo level to better understand market positioning and competitive dynamics.
2. Electric Vehicle Market Insights: Studying the unique shopping and decision-making processes of EV buyers to tailor marketing strategies more effectively.
3. Enhanced Customer Journey Mapping: Gaining deeper insights into the roles of OEMs, dealers, and digital channels throughout the customer purchase journey.

The teamwork between WPP and PlaceIQ generated meaningful intelligence that reshaped the automotive client’s success. By transforming real-world insights into strategic initiatives, the collaboration navigated market disruptions, driving growth and deeper customer engagement. This collaboration highlights that data’s true value extends beyond acquisition, enabling transformative change and redefining industry norms.