4 Success Metrics for your Eddystone Beacon Campaigns
September 7, 2016
Beacons and proximity solutions are fast becoming popular with marketers and brands not only for the engaging customer experiences they generate but also for the valuable data analytics and insights they gather, like, footfall metrics, engagement rates and repeat visit patterns among others. Gathering such important metrics was so far possible only by big brands through their own native app that leveraged iBeacon technology. With the recent introduction of Google’s Eddystone beacon protocol, even businesses that don’t have their own app can leverage location-based proximity solutions and gather such similar customer analytics. Eddystone has become so popular that as of Q2, 2016, nearly half of the proximity industry supported the Eddystone protocol, up from 45% in Q1, according to Proxbook.
The Eddystone protocol is very versatile and offers multiple payload types (Eddystone URL, Eddystone TLM and Eddystone UID), and has created excitement among all brands irrespective of their size. Given this growing interest in Eddystone, Beaconstac introduced its very own Eddystone Beaconsthat allow businesses to easily set up an Eddystone campaign and gather important customer insights. In this post, we shall walk you through some of the key metrics that the Beaconstac Eddystone Beacons are capable of gathering.
Key metrics that can be captured using Beaconstac Eddystone Beacons
Beconstac Eddystone beacons are built around the Eddystone URL payload and allow you to leverage various content cards, pre-built lead generation and customer survey forms. They also come with an easy to use, mobile friendly cloud dashboard to gather data analytics from beacon campaigns. Details of the analytics that can be gathered by using these beacons are as follows:
1. Impressions and open rates for notifications
The primary function of the Eddystone format is to transmit content via Chrome-based notifications to people in proximity of beacons. Beaconstac dashboard allows you to track the total number of notifications that were sent (also known as impressions) as part of your proximity campaign. In addition, the dashboard also allows you to analyse the open rates for the notifications in relation to the total number of notifications that were transmitted. This is an important metric to gather and can be indicative of the the footfall and engagement rates that was experienced in the zone of a beacon (or the the area where the beacon was placed). Here is a sample that represents the notification views and open rates for three beacons:
2. Content distribution metrics
The content distribution metric is used to understand how various content pieces (or formats) are distributed across the different beacons that you have deployed. Before we talk about this metric, let me first walk you through the various content formats that can be developed. Beconstac offers a versatile solution for managing content by providing different content cards that can be directly used by businesses, instead of customising it on their own. Content cards essentially allows you to include text, photo, video or audio as part of the content that is transmitted to customers. Here is a video that explains how you can easily design rich content cards for your proximity campaign:
With the analytics dashboard you can easily see the distribution of content across all your beacons along with the views received for each content piece in a certain period of time. Here is a sample graph that summarizes the content distribution metrics across 3 beacons:
In addition to custom cards, Beaconstac Eddystone beacons also allow you to send forms (lead generation form and customer satisfaction form) or re-direct customers to any other web page (or URL) of your choice.
3. Growth metrics
The growth metric allows you to understand the performance of the various content cards over a period of time. It gives you analytics about the instances that performed better along with time duration where the card saw maximum engagement in a given time frame. This metric also includes the number of card views obtained during maximum engagement. Here is a sample chart that shows the growth metrics for two content cards:
Growth metrics are indicative of high or low customer engagement rates; when you experience a low engagement rate, you will need to look at aspects such as beacon placement, quality of content etc., in order to boost engagement rates.
4. Form responses
As discussed earlier, the Beaconstac Eddystone beacons allow you to easily customize and send various forms to customers in order to directly collect information from them. Lead generation and customer satisfaction are the two types of forms that can be sent to customers. Important information like, names, email addresses, phone numbers, and other customer satisfaction responses can be collected through these forms. Unique visitors, responses received and completion rates for all forms used are collated and can be easily obtained on the cloud platform.
Here is a sample of the data collected from a customer satisfaction form on Beaconstac’s platform:
Thus, if you are looking to leverage beacons and use the Eddystone protocol, take a look at Beaconstac, that includes everything you need to kickstart your campaign in under 15 minutes. Using Beaconstac you can set up your own campaign, without a developer’s help!
It should also be noted that a single beacon can be linked to only one URL at a given time. However, at the enterprise level, we offer rolling URLs for a single beacon. This means that, with Beaconstac Eddystone beacons, the URL that is linked to the beacon hardware can be redirected to different URLs once it reaches the Beaconstac server.
If you are planning an Eddystone beacon pilot, take a look at Beaconstac, that includes everything you need to kickstart your campaign in under 15 minutes. Using Beaconstac you can set up your own campaign, without a developer’s help!