Skip to main content

Mobile-location data predicted Sports Authority’s demise and reveals the retailers that may benefit from it


Location history and foot traffic data are increasingly being used for audience identification and offline attribution. However there are numerous other non-advertising uses for the information. Among them, predicting who’s going to capitalize when a retail competitor goes out of business.

That’s the scenario NinthDecimal exposes with a new infographic built on extensive analysis of consumer foot traffic data in the sporting goods retail category. Starting in May, when Sports Authority announced it was closing its doors, NinthDecimal analyzed “trillions of data points” representing the shopping and foot traffic patterns of more than 130 million mobile consumers in the US.

The company discovered that, among a range of retailers, Big 5 Sporting Goods and Walmart are in the strongest position to pick up new business when Sports Authority closes. They saw the most foot traffic from Sports Authority shoppers among a set of competing retailers.

Sports Authority competitors

The NinthDecimal analysis also identified the markets in which Sports Authority store closures will likely have the oldreatest impact. In Hawaii, Rhode Island and Wyoming the retailer reportedly had a greater than 50 percent “share of foot traffic” in the sporting goods category. In more than 10 other states, it had a greater than 25 percent share, including in Florida, Massachusetts and Texas.

Those customers, no longer able to shop at Sports Authority, will need to go somewhere else to get their running shoes, soccer balls, active wear and treadmills.

Another interesting data point revealed by NinthDecimal: Sports Authority stores saw a nearly 40 percent decline in overall foot traffic in the year leading up to the bankruptcy and store closure announcement. This is the kind of predictive information that investors and financial analysts see as golden.

Now that the data have identified the competitors in line to benefit, should they simply wait for Sports Authority shoppers to magically appear? NinthDecimal argues there are several proactive steps that these retailers should take.

One is to reach out to Sport Authority customers with dedicated messaging or promotions. (Sports Authority customers in given markets can be identified and targeted as a group.) Beyond this, big boxes (e.g., Walmart and Target) that don’t specialize in sporting goods might be advised to stock up or expand their inventory accommodate potentially increased demand.

Years ago people used to advocate using search query data to help predict customer demand for product development or inventory planning purposes. This is essentially the same idea, only more so — rather than a proxy for future demand or behavior, retail foot traffic represents actual demand and behavior.

via Marketing Land


Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…