Leading mall owner/operator proves the value of mobile data mapping

Leading mall owner/operator proves the value of mobile data mapping

Situation:

As an owner/operator of some of the nation’s premier shopping destinations, our client does a great job of leasing, marketing and operating their assets.  To empirically demonstrate their centers are dominant in their markets, the client wanted to quantify the relative competitive strength of their properties – in terms of shopper quality, market reach and geographic penetration.

Analysis:

Using TruTrade, without installing any equipment and without in-person visits to the properties, Babbage profiled the shoppers at the client’s centers and at a select set of their competitors.  Using the home locations of shoppers, Babbage quantified the demographics and behaviors of the shoppers.  Babbage showed the owner/operator:  1) how large their trade area truly is, 2) how they attract a higher household income than their competitors, and 3) how their shoppers stay longer at their centers.  TruTrade also allowed the owner/operator to see how these metrics change throughout the year.

Result:

Now, our client can quantify within each market – and for each center – that they have the best shoppers, some of the best dwell times and larger trade areas. This objective data has positively changed the dynamic of leasing, marketing and operations discussions.

Atlanta Braves – Big Data Analysis Leads to Location of New Braves Stadium and “Play, Work, Stay” Destination.

Situation:

The Atlanta Braves’ lease on Turner Field ended after the 2016 season.  In 2014, the Braves contracted Alexander Babbage, who they have worked with since 2007, to evaluate multiple sites around Atlanta and surrounding suburbs for a new stadium location.

Analysis:

Alexander Babbage was able to analyze multiple years of research and ticket data in order to understand the Braves’ fans and where they reside. The majority of the Braves’ fans come from north of Atlanta.

Result:

Alexander Babbage’s research helped the Braves choose a new location in Cobb County, north of Atlanta.  They opened the 2017 season in their new home. The new Braves’ stadium location is a mixed-use development, a 365-day destination with restaurants, retail, entertainment, residences, hotel and of course the stadium.

Whitney Museum of American Art – Profiling the Visitor and Understanding their Experience

Situation:

The Whitney was interested in gaining a deeper understanding of who was visiting its new building and understanding how these visitors aligned against its target audience groups. Further, the Whitney wanted to learn about the nature and quality of the visitor experience and to understand how visitors engaged with the museum.

Analysis:

Alexander Babbage was chosen from more than 20 other firms to conduct a continuous visitor tracking study (via intercept interviews), as well as an online study among members of the Whitney’s database.  Our analysis identified demographic and psychographic insights and trends, both specific to and common across key audience segments. We were also able to identify key drivers of visitor experience, enabling ongoing monitoring and continual improvement.

Result:

The Whitney is currently developing initiatives to build off of the insights delivered by Alexander Babbage, focusing on going deeper into the visitor journey (especially among first time attendees) to drive repeat visits and advocacy. The museum is also focusing on developing and executing tactics to address specific opportunities which the research identified.

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