Setting Up the Geo-Fence with Mobile Location Data

July 12, 2016 – Website Magazine – If Pokemon Go has taught us anything, it is that there is even more potential in geolocation than most of us every thought possible.There are, of course, technology companies that have been working on location-based targeting for some time.

UberMedia, for example, has launched Optimal GeoSpace, a mobile location technology that renders a customized virtual fence around pre-set retail shopping areas. By analyzing mobile data points with its real-time algorithm, the solution accounts for real-world behavior and location cues (collected over time) or within a period of interest (e.g., Black Friday), identifying a seller’s most optimal trade area (or that of their competitors’) so that they can calibrate media plans effectively.

The solution seems far superior to traditional geo-fences, which tend to take a one size fits all approach which can misrepresent or overextended the parameters of shopping areas (which just wastes marketing/advertising budgets).

To continue reading, please visit Website Magazine

UberMedia Releases Cross-Media Measurement Product That Tracks Ad Campaigns to Real-World Location Visits

May 20, 2016 – PRWeb – UberMedia, a cross-screen mobile insights, advertising, and measurement platform, today launched a mobile attribution measurement product that enables marketers to accurately assess how well their cross-channel media investments are driving real-world foot traffic.

Cross-Media Location Visit Measurement (xLVR) is the first measurement product to link cross-channel digital advertising to large-scale mobile behavioral data and real-world locations with pinpoint accuracy. For the first time, marketers will gain valuable insights into which media partners are driving incremental retail foot traffic, cross-shopping analysis, insight into the shopper path-to-purchase, as well as transparency into their location return on investment and market share gains and losses.

While existing media metrics recognize passive media indicators such as ad delivery, visibility, awareness, and ad recall, UberMedia’s xLVR uses mobile behavioral data to accurately measure which digital media channels (desktop display ads, video, mobile, social, search, etc.) and specific publishers are providing marketers with the most incremental lift to their retail locations, with actionable insights into consumer shopping habits.

“While mobile marketing continues a path toward explosive growth, investing against specific real-world business objectives remains a driving challenge for many marketers,” said Michael Hayes, CRO and CMO of UberMedia. “xLVR is truly a game changer. Instead of measuring media outcomes like ad impressions, clicks, or rating points, savvy marketers can now measure cross-channel business outcomes and optimize their digital media mix to retail foot traffic.”

While marketers will always rely on generic indicators to understand a baseline of delivery and success, many still struggle to figure out the ROI of their media spend. They understand brand awareness and brand affinity but often have no visibility into what actions are driving actual sales. UberMedia’s geo-location data paired with multiple-device-identification and campaign analysis is finally making that insight available, with foot traffic as the direct correlation to ROI.

“Mobile location data is the connective tissue to understanding the link between advertising and real-world business outcomes,” said Hayes. “Location visits will be the next big KPI, and xLVR allows marketers to track across their entire media spend as the true indicator of their location return on investment.”

In order to map cross-channel ad delivery to location visits, UberMedia has pioneered several patent-pending technology and data methodologies. The fully integrated platform uses sophisticated data science and multi-level machine learning to analyze billions of location and behavioral data points per day with three-feet of pinpoint accuracy to understand consumer intention.

UberMedia’s location attribution measurement reporting technology, the supporting infrastructure for xLVR, is currently being used by some of today’s top advertisers in the retail, automotive, travel, and various other nationwide brands looking to optimize campaigns toward physical location visits.

For more information, please visit:


About UberMedia:

UberMedia® is a cross-screen mobile advertising platform that leverages social data, interest signals, location history, and intent cues to identify the heart of consumer decision-making. UberMedia was ranked #16 in The Wall Street Journal’s Top 50 Start-ups and was listed as one of Fast Company’s “50 Most Innovative Companies.” UberMedia has delivered dynamic advertising solutions for many Fortune 500 companies including the top retail, automotive, entertainment, consumer packaged goods, and telecom advertisers. UberMedia is a network company of Idealab, a creator and operator of technology businesses. Visit for more information.

UberMedia Connects Cross-Channel Ad Impressions To Actual Store Visits

May 19, 2016 – TechCrunch – Mobile ad company UberMedia is expanding its measurement and attribution business in a big way.

You may remember UberMedia as the company that owns social apps like Echofon and UberSocial. While that’s still the case, it has shifted its attention over the past few years to its mobile ad platform, which uses the apps as a source of data — and which can tell advertisers whether someone who saw their ad actually made it into their store.

“We could tell advertisers, out of a campaign they ran, how many people who go to your location are incremental lift — it was not just sheer volume of visits,” said Chief Marketing Officer and Chief Revenue Officer Michael Hayes. “Then once we showed that we could do that well, we thought, ‘Wouldn’t it be great if we could do that across an advertiser’s media plan?’”

In other words, with its new Cross-Media Location Visit Measurement product, UberMedia is taking its location-based attribution approach and using it to assess the effectiveness of a company’s ads even if they’re not running through UberMedia — whether they’re desktop display ads, video ads, mobile, social or search.

Hayes suggested that this represents a big step up from ad measurement based on things like impressions and clicks, which aren’t directly connected to actual business outcomes. The “holy grail,” he admitted, would be connecting ad impressions to sales data, but “it’s hard for advertisers to get sales data in the hands of agencies on a consistent, weekly basis.”

So if you can’t get sales data, being able to say that your ads drove a certain number of people to a car dealership, or a hotel, or wherever, is pretty good.

“This is not a panel, this is empirical data,” Hayes added, noting that UberMedia has access to billions of behavioral and location data points every day. “And it’s incredibly precise — precision and accuracy are important.”

The goal here is less to offer new measurement tools to existing UberMedia advertisers and more to build an additional business for the company with a new set of customers. Hayes suggested advertisers could also use this data to spot trends and plan future campaigns.

“Measuring our advertising investments to hotel visits is a compelling strategy to better understand how our media is impacting bookings,” said Elvin Kawasaki, vice president and director of digital investment at ad agency Initiative, in an emailed statement. “Cross Media Location Measurement is a major breakthrough for not only the travel category but for other retailers that want to measure foot traffic and make smarter advertising investments.”

This article was originally published by Anthony Ha for TechCrunch

UberMedia Retail to Unveil New Tech at ICSC Las Vegas

May 17, 2016 – PRWeb – Leading mobile advertising and measurement platform analyzes mobile device GPS and behavioral data to optimize retail site selection.

UberMedia Retail, the leading mobile data solution for location decisions, developed by UberMedia, a cross-screen mobile ad tech platform, will be showcasing its trade area analysis technology at RECon.

The UberMedia Retail booth will be in the North Hall, Number N1641.

UberMedia Retail is dramatically changing the way retailers are considering their trade areas by analyzing sophisticated mobile data to create an accurate picture of the customer’s actual path to a specific location. Using valid data from consumer smartphones, UberMedia Retail is able to pinpoint the best locations for retailers to consider for maximum foot traffic.

Retailers, real estate developers, and investors can use UberMedia Retail mobile location data to create trade areas, analyze potential new sites, and view the customer behavior patterns of competitors.

Team members will be on hand at RECon in the North Hall, Number N1641, to discuss Insights solutions, including:

  • UberMedia Insights PULSE: Real-world measurement with mobile data
  • PULSE is a GIS-ready data set that lets you analyze real-world spatial trends based on mobile phone usage.
  • UberMedia Insights API: Full access to Uber Insights Composite Data Sets

Insights data is organized into four structured data sets designed to provide meaningful analysis at scale, while also allowing for granularity.

  • UberMedia RealSite Trade Areas: Precise trade areas for malls & shopping centers
  • Strategic alliance with the Directory of Major Malls and B.I. Spatial to deliver a more accurate understanding of retail trade areas for malls and shopping centers.
  • UberMedia Insights PREMISE: Precise boundary files for retail chains
  • Insights data is classified using a large, highly accurate collection of shape files that are hand drawn and verified using satellite imagery, street view, and owner verification.

Will you be attending RECon this year? If you would like to set up a one-on-one meeting with us to discuss how our revolutionary dataset allows you to analyze real-world spatial trends based on mobile phone usage, please contact Doug Shaddle, (619) 405-3684 or dshaddle(at)ubermedia(dot)com.

For more information, please visit:

About UberMedia:

UberMedia is a cross-screen mobile advertising platform that leverages social data, interest signals, location history, and intent cues to identify the heart of consumer decision-making. UberMedia was ranked #16 in The Wall Street Journal’s Top 50 Start-ups and was listed as one of Fast Company’s “50 Most Innovative Companies.” UberMedia has delivered dynamic advertising solutions for many Fortune 500 companies including the top retail, automotive, entertainment, consumer packaged goods, and telecom advertisers. UberMedia is a network company of Idealab, a creator and operator of technology businesses. Visit for more information.

UberMedia Integrates with NationBuilder to Help Political Campaigns More Precisely Target Modern Voters

May 3, 2016 – PRWeb – UberMedia and NationBuilder Integration Provide Political Parties with Direct Marketing Access to the Mobile Devices of Qualified Voters and Constituents

UberMedia, a mobile insights, advertising, and measurement platform, has integrated with NationBuilder, the world’s first software platform for political leaders, to help campaign customers target, reach, and influence voters directly on their mobile phones and devices.

By mapping UberMedia’s substantial location data to corresponding mobile devices and existing voter registrations, political campaigns, organizations, and leaders can access a totally qualified advertising channel. The integration provides a hyper-targeted, unmatched approach and allows campaigns to maximize their reach while exponentially improving their campaign’s efficiency. UberMedia has invested in encompassing all 435 Congressional Districts within proprietary polygons and has identified key battleground districts that will require aggressive marketing as the election season progresses.

“Political campaigns have wasted millions in inefficient advertising that simply hopes to capture would-be constituents,” said Gladys Kong, CEO of UberMedia. “Our integration with NationBuilder provides clients with validated audiences that are most likely to respond to targeted, mobile advertising.”

With the UberMedia integration, NationBuilder campaigns can now directly reach voters with ads that speak specifically to their interests and recorded preferences. If a NationBuilder customer is developing a political campaign for a Republican running for Congress, that customer now has access to an even greater universe of political capital, including an ability to target potential voters on the device they use more frequently than any other.

Since the last political cycle, and even more so since the 2012 Presidential election, consumer habits have shifted significantly toward mobile engagement. Consumers now spend an average of three hours daily with their phones and 80%+ of that time is committed to in-app interactions. UberMedia’s integration with NationBuilder targets exactly those mobile-friendly consumers with new innovations unavailable to previous electoral campaigns, providing customers with unparalleled reach and direct access to the constituents they hope to engage.

For more information, visit:

About UberMedia:

UberMedia is a mobile insights, advertising, and measurement platform that helps brands motivate consumers toward purchase. UberMedia’s diverse catalog of products processes billions of social, demographic, and location signals daily to understand and influence modern consumers. Targeted mobile advertising campaigns reach beyond generic visibility to solve real-world business objectives, including customer conquests, improved in-store visits and heightened sales. UberMedia delivers dynamic advertising solutions for Fortune 500 companies across retail, automotive, entertainment, and consumer markets. Recognized as a pioneer in targeted mobile advertising, UberMedia was listed as Fast Company’s “50 Most Innovative Companies” and Wall Street Journal’s Top “50 Start-ups.” UberMedia is headquartered in Pasadena, CA as a network company of Idealab, a world-renowned operator of leading technology businesses. For more information, visit

About NationBuilder:

NationBuilder is the world’s first software platform for leaders. Instead of managing your database, website, communications, and fundraising separately, NationBuilder gives you one smart system to grow your community and lead people to action.

Here’s Why You Should Use Geo-Targeting and Interest Data to Improve Mobile Ad Performance

March 25, 2016 – Adweek SocialTimes – Mobile continues to create new opportunities and challenges for marketers. Mobile devices have become invaluable tools for Millennials and Gen Z in particular, providing marketers with rich data about location and interests. This data can be used to improve in-store customer experiences and deliver more personalized advertising.

However, the one of the biggest challenges with mobile is tracking ad performance. And it’s not really a unique problem, according to UberMedia CMO Michael Hayes, adding that even the digital ad model doesn’t really work on mobile either. He is optimistic that the market will work out the kinks and says it’s time for advertisers to look at the mobile advertising in a new way.

Since the top 25 advertisers usually sell products in the physical world, most of which are measuring performance based on media outcomes such as clicks and impressions. Hayes notes that location is important for companies that want to get buyers in stores, and mobile has the ability to provide this data:

One of the things unique things to a mobile ad buy is that you can link location data to real-world location visits. And that is a much more compelling performance outcome — it’s a business outcome rather than a media outcome.

While location data can be a powerful tool, Hayes admits it’s not enough to build a highly targeted custom audience profile. In addition to providing information about where consumers have been, mobile devices can generate data about which apps they’re using, along with other social signals. The interest data combined with location data is what helps advertisers pull together very specific target audiences.

Unfortunately many advertisers are still using the old television style targeting that simply aren’t specific enough. Rather than viewing audiences through the lens of a television buying demo of adults 25-to-54—which pretty much includes everyone—Hayes says he works with agencies to create more targeted customer personas using mobile:

Guess what vehicle is with you all the time basically tracking all those little digital breadcrumbs? Your mobile device.

He added that the data from mobile devices can be used to “fortify the planning process” to understand things like who the most frequent shoppers are at a particular retail location or who buys tacos in the middle of the night. This information can also be used to optimize campaigns in real time.

Hayes offered these tips for advertisers who want to use geo-targeting and interest data to improve mobile ad performance:

  1. Conquest your competitors. Retargeting consumers who have visited yours and your competitors’ locations works well to drive repeat visits and harvest foot traffic to physical stores.
  2. Use location aware creative. Leverage location cues to serve dynamic, hyper-relevant creative, and give consumers a sense of nearest retail location.
  3. Measure incremental foot traffic. Measure visits plus incremental lift from publishers you’re buying from. Just because a network has a lot of reach doesn’t mean it’s the best buy in media plan.

Readers: What other tips would you offer?

This article was originally published by Kimberlee Morrison for Adweek SocialTimes 

Top 3 Trends To Watch In Ad:Tech

February 22, 2016 – BizReport – Mobile marketing and the adtech that supports it is an ever-evolving landscape of innovation and fierce competition. One expert offers three major trends that are leading the charge for 2016.

Data Science is the New Creative! 

“Marketers are ever shifting towards data-driven approaches, pushing adtech vendors to embrace quality, scalable data and powerful data science; namely, interpreting and activating the data in meaningful ways. 81% of marketers indicate that data will become more important to their marketing and advertising efforts in order to become more customer-centric and maximize effectiveness/efficiency of marketing investments,” said Michael Hayes, CMO, UberMedia.

L-ROI is the next BIG KPI

“This is the year that marketers will fully embrace real-world location visit measurement as a critical KPI (key performance indicator). Further, understanding your Location Return on Investment (or L-ROI) will be the metric that will take hold in walls of agencies and in the heads of marketers. 56% of agencies rated the use of mobile location data as one of the most important digital marketing tactics in a media plan and eMarketer predicts 38% of US mobile ad dollars will be spent on location targeting this year,” said Hayes.

Mobile is First when Captivating Consumers Cross Screen 

“Reaching consumers across screens in the moments that matter will take center stage as marketers look to find solutions to media fragmentation. With nearly 74% of US adults using smartphones and checking them an average of 150 times a day, plus consumers using their smartphones simultaneously with tablets, desktops, and watching television, marketers will embrace Omni-channel ad tech solutions that are “mobile first.” Mobile will be the connective tissue that ties together cross-channel measurement to understanding a customer’s true path-to-purchase,” said Hayes.

This article was originally published by Kristina Knight for BizReport

UberMedia with Directory of Major Malls, and B.I. Spatial Announce Strategic Alliance to Deliver Trade Area Analysis for Shopping Centers Using Mobile GPS Data

January 11, 2016 – Business Wire – UberMedia, developer of UberRetail, the leading mobile data platform for location decisions; Directory of Major Malls (DMM), the industry source for comprehensive retail data and listings for more than 7,200 shopping centers in the US; and B. I. Spatial, a geospatial business intelligence consultancy, announced today a strategic alliance to deliver trade analysis for shopping centers and malls that provide a more accurate understanding of retail trade areas using the precision of mobile device GPS data.

“This is a true strategic effort where UberRetail, DMM and B.I. Spatial have contributed in developing a truly unique product for retailers and businesses to analyze malls and shopping centers,” said Eric Aledort, chief business development officer at UberMedia. “Using accurate data from consumers’ smartphones, we’re able to pinpoint the best locations for retailers to consider for maximum foot traffic. We’re thrilled to work with these innovative companies to capture shopper data and assist retailers in making better, more informed decisions regarding space.”

Finding the right retail space that connects with a store’s customers is essential for success. What retailers look for is the right data and technology to make the most informed decisions to invest in a site. This alliance will provide a quick and more relevant set of data and tools utilizing proprietary algorithms to be employed against billions of points of data without the intrusion or cost of customer intercept studies.

How it Works

UberRetail analyzes GPS data from mobile devices that are captured within DMM shopping center locations, accurate to within three meters. This provides a better view of a mall’s trade area, which can often be missed by traditional methods such as rings or drive times. Using UberRetail’s data, B. I. Spatial’s methodologies produce the likely home locations for the mall or shopping centers’ visitors from which the trade areas are derived.

“In the absence of customer location data, UberRetail’s ability to use GPS location data from mobile devices provides us with the most accurate alternative,” said Andy Moncla, chief operating officer at B. I. Spatial. “When compared to customers from loyalty programs and credit card-based databases, the results are remarkably similar. So, we can now determine the actual trade areas for retailers without having to bother the customer. Before we partnered with UberRetail, we considered other partners but our need for the GPS precision and the ability to locate actual customers, not their cars, could only be satisfied by this solution.”

The location data can be provided in a variety of common formats and are accessible in many widely used programs, including Tableau, Alteryx, ArcGIS and Google Earth. Trade areas are commonly used in conjunction with demographic and psychographic data to develop trade area profiles, retail sales forecasting, real estate strategy development, and to enhance retailers’ local marketing campaigns.

“The immense value of using the device related data UberRetail provides is that it allows us to observe actual consumer behavior,” said Tama Shor, president and CEO of DMM. “Essentially, the product acts as a proactive and predictive driver of deeper, more precise insight than traditional ring and drive time-based trade areas. The focus on ‘REALITY vs RINGS’ removes the known inaccuracies in antiquated real estate location decision models and replaces it with fact based identification of true consumer activity. Our retail clients now have a method to identify new sites and analyze both their current locations as well as those of competitors or complementary retailers. Additionally, there is potential to better inform marketing groups for more precise and targeted advertising opportunities for digital and mobile ads, search advertising, billboards, and direct mail campaigns.”

Mall and shopping center trade area location analysis can be requested from UberMedia, DMM, B.I. Spatial, and other authorized resellers.

About UberMedia:

UberMedia is a cross-screen mobile advertising platform that leverages social signals, location history and purchase data to identify the heart of consumer decision-making. UberMedia was ranked #16 in The Wall Street Journal’s Top 50 Start-ups and was listed as one of Fast Company’s “50 Most Innovative Companies.” UberMedia has delivered dynamic advertising solutions for many Fortune 500 companies including the top retail, automotive, quick service restaurants, entertainment, consumer packaged goods, and telecom advertisers. UberMedia is a network company of Idealab, a creator and operator of technology businesses. Visit for more information.

About Directory of Major Malls, Inc.:

Directory of Major Malls, Inc. is the premier source for comprehensive and accurate major shopping center and mall data throughout the US & Canada for over 35 years. DMM offers direct access to more than 8,100 malls, over 308,000 associated tenants and 26,000 primary real estate contacts via online subscriptions and custom data licensing for use in marketing, geospatial and analytic applications. For more information, visit

About B. I. Spatial:

B. I. Spatial is a geospatial business intelligence company and has worked with some of the largest retailers in the US. B. I. Spatial’s efforts are focused on assisting customer-centric retailers through customer segmentation studies, retail real estate strategy development and building household-based retail sales forecasting models. Visit for more information.


NRPR Group for UberMedia
Nicole Rodrigues, 650-815-5069

Mobile Marketer UberMedia Introduces The Concept Of “LROI”

December 2, 2015 – Marketing Land Mobile marketing platform UberMedia has coined a new term: “Location ROI” or “LROI.” In that context, the company is measuring and optimizing mobile media against offline store visits.

Michael Hayes, UberMedia’s Chief Revenue Officer, uses the term “Location Visit Optimization” to describe the process of using location data to increase the effectiveness of mobile campaigns to drive incremental store visits. Beyond this, however, Hayes believes a broad new KPI is emerging around offline visits: LROI.

In the same way that call tracking has been used as a primary tool to show the “offline” impact of search or display advertising, location visits is a new metric that will offer brands and marketers that primarily sell offline a much better sense of the true ROI of their media spending.

UberMedia’s optimization capabilities currently only work for mobile marketing, but Hayes says that the company can measure which digital media, whether on desktop or mobile, are driving the most location visits. Hayes adds that location can also be used to verify whether brands without owned retail distribution are reaching intended audiences — are the targeted audiences visiting the stores where the advertiser’s products are sold?

Eventually, LROI could extend beyond digital to all media broadly. Indeed, the ability to measure the impact of TV ads on offline location visits is already available from NinthDecimal and PlaceIQ. This is done by matching households or set-top boxes to device IDs that reside in the same place as the TV, and then seeing those devices later in particular real-world locations.

UberMedia builds custom audiences for advertisers using location history, as well as social/interest graph data from its consumer apps and YouTube. Location data comes from its own first-party apps (e.g., TweetDeck) and from ad calls, which is where most mobile platforms and data providers get location. UberMedia then taps the same location sources to track offline mobile users in the aggregate for location-attribution purposes.

As mentioned, a growing number of companies are connecting online and offline visits and/or using location history for audience segmentation and targeting. They include Google, Facebook, Foursquare, Factual, xAd, NinthDecimal, Verve, ThinkNear, YP and Placed.

UberMedia’s Hayes believes that location will play an increasingly important role in media planning and marketing over time. And at the center of it all will be the new “LROI.”

This article was originally published by Greg Sterling for Marketing Land

Holiday Shopping Weekend Insights: Thanksgiving, Black Friday and Beyond

December 2, 2015 – Apparel Target’s Cyber Monday #targetfail website woes may have dominated headlines over the past 48 hours, but the biggest retail weekend of the year brought no shortage of highs and records that may portend a very merry season, indeed.

Instead of finding the deals they hoped for, Target shoppers Monday morning encountered an error message on the retailer’s homepage. “We knew there’d be a tremendous response to our 15 percent off sitewide offer, and the demand was even higher than we anticipated,” said Jason Goldberger, president of and mobile, in a statement on the company website. “Early in the day, orders were coming in twice as fast as our busiest day ever. And by early in the night, Target had already surpassed the previous record for online sales — making Cyber Monday our biggest online sales day ever.”

Retail Dive reports that Target insists its site didn’t crash, rather the retailer simply metered incoming traffic to ensure all shoppers could be accommodated.

“As we experience spikes in traffic, our systems place guests in a queue and prompt them to access the site later,” a Target spokesperson said in a statement. “We apologize to guests who experience any delays, we appreciate their patience, and encourage them to try again in a few minutes by refreshing their browser.”

Meanwhile, Walmart reports that mobile emerged as the “dominant shopping trend,” not only in driving traffic but also in spurring sales. “Mobile is making up more than 70 percent of traffic to, and now, nearly half of our orders since Thanksgiving have been placed on a mobile device – that’s double compared to last year,” says Fernando Madeira, president and CEO, “Our customers went from previously mostly searching and browsing on mobile, to making purchases at a much higher rate.”

ICSC: Black Friday still a draw, and physical stores are, too
The International Council of Shopping Centers polled consumers to get their take on the debate around shopping on Thanksgiving versus Black Friday.

Of the two days, Black Friday still takes the lead when it comes to attracting shoppers, ICSC finds: its popularity is holding steady, with roughly half of Americans (50 percent) saying they made purchases on that day. But Thanksgiving shopping is on the rise: overall, one third of Americans (36 percent) shopped on Thanksgiving Day this year – up from 23 percent in 2014.

Of those who shopped on Thanksgiving and/or Black Friday, 80 percent say they made a purchase at a physical store. On Black Friday specifically, 32 percent of shoppers made a “click and collect” purchase: buying items via online retailers that have a physical location in order to pick up their items in store. More than half of shoppers (58 percent) made additional purchases when picking up an item that was bought online in store on Thanksgiving Day or Black Friday.

The average Thanksgiving and/or Black Friday shopper spent $557 over those two days, spending $245 in physical stores, $120 with online-only retailers, $110 online via omnichannel retailers on items shipped to their home, and $82 online via omnichannel retailers for “click and collect” orders. What’s more, the average shopper visited 2.7 stores and made a purchase at 2.5 stores on Thanksgiving Day, while on Black Friday, shoppers visited 3.3 stores and made a purchase at 2.8 stores (though Foursquare says people visited 2.8 stores that day and spent 4.9 hours shopping).

“The use of ‘click and collect’ this Thanksgiving holiday weekend highlights the growing popularity of omnichannel shopping,” said Jesse Tron, ICSC Spokesperson. “Even with competition from online retailers, the physical store continues to play a central role in the shopping experience, and this is not expected to change.”

Meanwhile, department stores and sporting goods/apparel retailers experienced the greatest increases in Black Friday foot traffic, according to numbers from Foursquare. Although Best Buy led the pack with 4.2 times greater traffic, J.C. Penney (4.1x), Macy’s (3.8x), Dick’s Sporting Goods (3.6x) and Sports Authority (3.5x) all benefitted.

Where are the shoppers? In bed
Brand performance marketing company HookLogic reports that overall Cyber Monday web traffic was significantly higher than 2014. The HookLogic platform, which drives product ads for brands and provides resulting sales attribution data across retailer sites such as Walmart, Target, Best Buy, and Macy’s, reports that Cyber Monday retail site traffic and conversions were up 6x and 9x respectively, compared to the typical daily average.

The company saw a dip in overall mobile traffic on Cyber Monday as shopping occurred at work and home rather than on the go, with mobile shopping coming in at 46 percent and desktop at 54 percent. Mobile traffic was highest at 6 a.m. ET on Cyber Monday as many shoppers browsed from bed before the workday began. The “mobile moment” — the biggest share in mobile e-commerce traffic, occurred at 7 a.m. ET on Thanksgiving Day, coming in at 71 percent (vs. desktop at 29 percent).

Conversion rates were highest from 9 p.m. – 10 p.m. ET on Cyber Monday, making that hour – the “gifting hour,” the biggest hour in U.S. online shopping history. This is the exact same time the peak occurred the past two years as shoppers finished up their workday, and were ready to make purchases.

According to ChannelAdvisor, Cyber Monday featured the highest conversion rates the company has ever seen, across all device types from smartphone to tablet to desktop. On Cyber Monday, smartphones accounted for 43 percent of traffic and a conversion rate of 3.04 percent, resulting in 24 percent of orders. Tablet traffic held steady at 12 percent, and conversion rates were 5.41 percent, driving 11 percent of orders. Overall, mobile drove 55 percent of total traffic and 35 percent of orders for Cyber Monday.

Computer traffic perked up a lot on Cyber Monday at 45 percent as consumers shopped from work, ChannelAdvisor found. Desktop computers also had a very strong conversion rate of 7.91 percent, driving 65 percent of orders.

Verizon Enterprise Solution‘s Retail Index reports a dip in Cyber Monday activity, on the other hand. Broadband traffic attributed to e-commerce shopping activities on Cyber Monday dipped dramatically from the Sunday Index (121 versus 97) and was actually 3 percentage points below average daily volumes, which was a similar trend last year. What’s more, mobile traffic attributed to online shopping was also down on Cyber Monday and was 1 percentage point below average daily traffic volumes.

“Following a flurry of online shopping activity over the weekend when consumers had more time to shop, Cyber Monday appears to have been emblematic of a more typical Monday,” said Michele Dupré, group vice president of retail, hospitality and distribution for Verizon Enterprise Solutions. “From here on out, retailers will need to be very creative in coming up with special offers that will spark consumer attention and then convert that interest into sales.”

Dupré believes the Verizon Retail Index findings demonstrate Cyber Monday is not what it once was. Consumers are now online daily as a matter of course and are being constantly bombarded by promotional offers from retailers that began in early November.  The challenge for retailers in the coming weeks will be to really understand and engage with their customer base and not be complacent with their promotional offers as they race to get rid of seasonal inventory and capture market share.

Loyalty’s alive and well
Retail brand loyalty is alive and at the heart of U.S. consumers this holiday season, according to UberMedia, a cross-screen mobile insights, advertising and measurement platform that combines more than 1.5 billion first-party mobile data signals. The company reports proprietary data surrounding its in-depth look at holiday shopping behavior, insights that were gathered from analyzing a sample of approximately 1.7 million U.S. shoppers who visited 13,000 retail locations during the Black Friday shopping weekend.

By far, one of the most interesting key learnings uncovered by UberMedia’s Mobile Behavioral Analysis was that although Black Friday holiday shoppers visited multiple stores, these early bird shoppers overwhelmingly visited the same retail locations they normally do on non-holiday shopping weekends.

“As the competition for holiday shoppers heats up, one thing is very clear: holiday shoppers are religiously visiting their favorite stores,” says Michael Hayes, chief revenue and marketing officer at UberMedia.

“This seems to indicate that the retail experience matters and that brand loyalty trumps ‘door buster’ deals from competitors trying to gain market share. As consumers, our mobile devices are always on, always connected, and always with us,” Hayes continues. “These mobile digital breadcrumbs are powerful signals of interest and intent that if analyzed can reveal powerful insights for retailers in understanding the heart of their holiday consumer and their shopping journey.”

UberMedia’s team of data scientists analyzed mobile behavior patterns of U.S. consumers who visited Walmart, Target, Macy’s, Nordstrom, J.C. Penney, Kohl’s, Best Buy, Home Depot, Lowe’s and other national retailers. Consumer visits to these retail locations uncovered interesting similarities and differences between Black Friday “deal seekers” versus shoppers on a typical weekend.

First and foremost, Thanksgiving day openings and overnight deals bring in a different crowd than the typical customer. These early-bird “deal seekers” tend to be less affluent (up to 4 percent lower median income and 9 percent less median house value).

However, by Sunday of the Black Friday holiday weekend, more affluent customers start their shopping. This could reflect the desire to stay home for the Thanksgiving holiday but still get a jump on the shopping season before the weekend is over.

Black Friday shoppers are willing to travel farther for deals; the median travel distance increased 16 percent from a typical weekend. JCP and Target shoppers had the largest increase in travel distance (15 percent), while Walmart and Home Depot shoppers had the smallest increase in travel distance (2 percent) when comparing Black Friday holiday weekend versus a typical weekend.

UberMedia’s cross shopping affinity analysis also revealed that Target customers are four times more likely to shop at Kohl’s than at Nordstrom, and Macy’s customers are twice as likely to visit JCP than Kohl’s.

This article was originally published by Jessica Binns for Apparel.