News

Walkbase traffic tracking integrates Google Analytics for online/offline traffic comparisons

April 17, 2013

Walkbase, a London-based company that offers a traffic-tracking solution for retailers, has announced it is now offering integration with Google Analytics, allowing retailers to compare in-store foot traffic and online traffic patterns side-by-side.

The Walkbase solution involves small sensors that retailers place throughout their stores. Those sensors communicate with any Wi-Fi-enabled device in proximity — such as smartphones and iPod touches in customer pockets and purses — and track their physical movement. Among the data collected: the path the shopper took through the store, how often they stopped, where in the store they stopped and how long they stayed in any given location.

The new Google Analytics integration allows "retailers, brands and their agencies to select stores and to import the retail analytics data and compare side-by-side against marketing campaign data in Google Analytics," the company wrote in a blog post. "Comparing the two, as well as pre-campaign historical data, allows retailers to evaluate the effectiveness of campaigns and understand how well they bring customers in the door."

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