Anthropologie – Leveraging Existing Data to Craft a Ponce City Market Leasing Story that Resonates with Retailers

Situation:

Jamestown believed Ponce City Market would be an ideal site for a fourth Anthropologie location in Atlanta. (Excluding the Avalon location.) Anthropologie executives were concerned the market surrounding Ponce City Market would not align with Anthropologie’s target demographic profile or psychographic profile. They also were concerned about cannibalization with the Westside location and with Lenox Square.

Analysis:

In March of 2014, Alexander Babbage conducted a Peer Comparison Study comparing Ponce’s market to that of Abbot Kinney in LA, Bucktown in Chicago, Walnut Street in Philadelphia, Knox Henderson in Dallas, Highland Village in Houston, Columbia Heights in DC and Lenox Square and Perimeter Mall in Atlanta.  The comparison was conducted on demographics, psychographics and spending ability. Results of the study demonstrated that the market surrounding Ponce City Market compared favorably to Knox Henderson, Highland Village, Lenox Square and Perimeter on all three measures.  It also alleviated concerns about cannibalization.

Result:

The Jamestown leasing team used the data provided by Alexander Babbage to demonstrate the strength of Ponce City Market to Anthropologie which resulted in a positive deal.  As of June 2015, Anthropologie is now open at Ponce City Market.

First Choice Emergency Room

Site Selection and Retail Network Optimization

Situation:

First Choice ER, a rapidly-expanding, stand-alone emergency room operator wanted to understand who their patient was and how to use that knowledge to better target patient.

Analysis:

Through analysis of their patient database we were able to map where patients were coming from for every location.  Using this information we were able to determine the key drivers of site success – and failure.

Result:

First Choice ER was able to improve both their development planning and their marketing to more efficiently identify which markets they should be in, where within each market and then who they should tell about their presence.

Atlanta United FC – Using Location Based Insights for Marketing Decisions

Situation:

A healthcare company was considering sponsorship of Atlanta United, the new Major League Soccer team and they wanted to know who the fans are and if they lived near their retail locations

Analysis:

Through analysis of mobile data of attendees at Atlanta United games, Alexander Babbage was able to find where Atlanta United attendees live and show the company their proximity to their current and proposed locations. 

We were also able to identify the demographics of Atlanta United attendees and assess that they are similar to those visiting the locations currently.

Importantly, we did not require any hardware or software to be installed and were able to complete the project within days.

Result:

The company was able to better evaluate a sponsorship of Atlanta United

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.

Unify Financial Credit Union – Exploring the Equity in a Name and Brand

Situation:

After more than 50 years, the Executive Team and Board of Directors at Western Federal Credit Union was concerned that their name was not representative of an institution with 50 branches in 13 states, ranging from California to Virginia.

Analysis:

Through extensive qualitative and quantitative research conducted among both members and non-members, the name “Western” was found to be most often associated with the West Coast or the western United States. Since the Credit Union served members all over the country and was in the process of expanding, they did not want their name (and brand) to be limiting.

Result:

After careful evaluation, the name UNIFY Financial Credit Union was eventually selected as being most representative of how Western had evolved and where they want to go in the future: offering the convenience of banking anywhere you go, and being connected to the local communities they serve.

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