Advantail doubled visitation at one shopping center in a year. Here's how they did it.

Footfall analytics platform MyTraffic shares how Advantail, an international commercial property manager overseeing 15 locations, outlet villages, shopping malls, and downtown passages, uses footfall data to manage assets and run targeted marketing.

Before MyTraffic, Advantail relied on ad hoc studies that were slow and expensive to run. MyTraffic gives their teams near-real-time access to visitor flows, catchment area breakdowns, dwell time, customer origin, and visitor profiles across every center.

In practice, Advantail uses the data in two ways. First, to identify hot and cold zones within each center and design targeted action plans for underperforming areas. Second, to measure the impact of those campaigns, including a brand awareness push that took one center from one million to over two million visits in a single year.

Mall teams and marketing managers use MyTraffic regularly to brief stakeholders, not just on individual assets, but at a national scale. As Advantail put it: shopping centers have moved from supply-driven to demand-driven. Data is what lets operators keep pace with that shift.

Q&A
Q: What data does MyTraffic provide to shopping center operators?
A: MyTraffic gives operators visitor flow counts, catchment area mapping, dwell time, customer origin, and visitor profiles, updated in near real time, without requiring custom surveys.

Q: How do property managers use footfall data to improve commercial asset performance?
A: Property managers use footfall data to identify which zones within a center attract fewer visitors, then run geographically targeted campaigns to boost penetration rates in those areas.

Q: What's the difference between footfall data and traditional customer surveys for retail property?
A: Traditional surveys are run periodically, take time to commission, and are expensive. Footfall platforms like MyTraffic provide continuous data access, letting teams spot changes and act faster.

Q: Can footfall analytics be used to report to investors?
A: Yes. Advantail's marketing managers use MyTraffic data to produce insights for investors and stakeholders across their full portfolio — both at the asset level and nationally.

Chapters:
00:00 What is Advantail and how they manage commercial properties
00:19 Why ad hoc footfall studies weren't working
00:25 What MyTraffic replaced, and what it provides
00:38 Using footfall data to map visitor profiles and catchment areas
00:46 Identifying hot and cold zones within shopping centers
01:01 How MyTraffic data revealed a catchment area penetration gap
01:12 Running targeted campaigns based on footfall insights
01:27 From 1 million to 2 million visits in one year
01:29 Reporting footfall data to investors and stakeholders
01:38 Why shopping centers shifted from supply-driven to demand-driven
01:51 How Advantail uses MyTraffic to increase added value for centers

Видео Advantail doubled visitation at one shopping center in a year. Here's how they did it. канала MyTraffic