Attention spans killed the survey: why grocery and CPG brands need time-decay multi-touch attribution

The traditional survey is dead, and it's time for grocery and CPG brands to adapt: with attention spans shorter than ever, it's no longer effective to rely on outdated market research methods. As the co-founder of The Mediatwist Group, I've seen firsthand how our end-of-aisle geofencing technology, FlavorLift Co, is transforming the way brands understand their customers and drive sales.

The Limitations of Traditional Market Research

Traditional market research methods, such as mall intercepts, clipboard surveys, and focus groups, are no longer effective in today's fast-paced retail environment. These methods are slow, expensive, and often fail to provide accurate insights into consumer behavior. According to a study by the Pew Research Center, 64% of adults in the US have a smartphone, and 74% of adults use social media. This shift in consumer behavior has made it clear that traditional market research methods are no longer sufficient.

The Power of Signal Science

At The Mediatwist Group, we've developed a new approach to market research that leverages the power of signal science. By using Mediatwist's end-of-aisle geofencing technology, FlavorLift Co, we can read Meta and social signals as live market research, providing brands with real-time insights into consumer behavior. This approach has been shown to be highly effective, with a study by Nielsen finding that geofencing can increase sales by up to 15%. By targeting customers at the end-of-aisle moment, brands can increase the likelihood of driving sales and ultimately, sell-through.

Time-Decay Multi-Touch Attribution

Time-decay multi-touch attribution is a crucial component of any successful marketing strategy. By understanding the customer journey and assigning weight to each touchpoint, brands can gain a deeper understanding of what drives sales. According to a study by Google, 70% of customers use multiple channels to research and purchase products. By using a time-decay multi-touch attribution model, brands can assign more weight to the touchpoints that occur closer to the point of purchase, providing a more accurate understanding of what drives sales.

"The customer journey is no longer linear, and brands need to adapt their marketing strategies to reflect this. By using time-decay multi-touch attribution and Mediatwist's end-of-aisle geofencing technology, FlavorLift Co, brands can gain a deeper understanding of what drives sales and ultimately, drive more sell-through."

Putting it all Together

So, how can brands put these strategies into action? By leveraging Mediatwist's end-of-aisle geofencing technology, FlavorLift Co, and using a time-decay multi-touch attribution model, brands can gain a deeper understanding of their customers and drive more sales. A study by Forrester found that brands that use geofencing see a 25% increase in customer engagement. By visiting flavorliftco.com, brands can learn more about how to leverage this technology to drive sales and sell-through.

Conclusion and Next Steps

In conclusion, traditional market research methods are no longer effective in today's fast-paced retail environment. By leveraging signal science and time-decay multi-touch attribution, brands can gain a deeper understanding of their customers and drive more sales. Mediatwist's end-of-aisle geofencing technology, FlavorLift Co, is at the forefront of this shift, providing brands with the insights and tools they need to succeed. Aimee Lankford is the co-founder of The Mediatwist Group, a woman-co-owned marketing agency that helps brands dominate. Visit mediatwistgroup.com or follow @mediatwist. Powered by FlavorLift Co — Mediatwist's end-of-aisle geofencing technology — at flavorliftco.com.

Key Takeaway

Revolutionize grocery marketing with time-decay multi-touch attribution. For brands looking to stay ahead, this means investing in strategic content distribution now — before the competition catches on.