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Marketing Walkthrough

Identify where to invest — and prove your marketing impact

Marketing Walkthrough

Identify where to invest — and prove your marketing impact

Overview

The Marketing Walkthrough helps marketing and analytics teams use Almanac’s data to identify high-opportunity markets, understand audience behavior, and measure campaign effectiveness.

It focuses on three key capabilities:

  • Market Demand Signals in the Markets Section
  • Consumer Insights within the Visitors Tabs across sections
  • Smart Benchmarks for measuring campaign uplift

Goal: Enable marketing teams to prioritize spend where real consumer demand exists, align messaging with audience behavior, and prove ROI using comparable visit data.

Step 1: Explore Market Demand in the Markets Section

The Markets Section gives a high-level view of consumer activity across key retail destinations — such as malls, corridors, or neighborhoods.

Use this section to understand how your market is performing relative to the surrounding area, helping you align your own sales or transaction data with external demand trends.

How to explore it:

  1. Open the Markets Section from the main navigation.
  2. Use the search bar to find and select a specific Market (e.g., Mall of America or Downtown Chicago Retail Corridor).
  3. Choose a time period that matches your campaign or reporting window.
  4. Switch between the tabs:
    • Market Trips – Understand visit volume and trip frequency.
    • Market Visits – Analyze total visitor activity over time.
    • Market Spend – See local spending behavior and purchasing trends.

Mall of america

Example:
If Market Spend grew +15% and Market Visits grew +10% in a given month — but your own transaction data remained flat — the market is healthy, suggesting your campaign underperformed locally.

Outcome: Spot which local markets are thriving versus slowing, and compare their activity against your internal results to identify real opportunity gaps.

Step 2: Understand Audiences Using Visitor Insights

Visitor insights help you understand who is driving changes in each market. These insights are available within the Visitors tabs across Almanac’s main sections:

  • Location Visitors (within the Location Section)
  • Brand Visitors (within the Brand Section)
  • Market Visitors (within the Market Section)

Each tab provides demographic and psychographic information, updated monthly. These profiles reveal income, education level, age group, and lifestyle clusters aligned with marketing personas.

How to analyze audience behavior:

  1. Navigate to the Visitors tab in your chosen section.
  2. Review the monthly breakdown of demographic and psychographic segments.
  3. Compare visitor trends over time to spot shifts in audience mix.
  4. Correlate changes to campaign activity or external events.

Brand Visitors

Example:
If the share of college-educated, high-income visitors increased in a key market following a premium brand campaign, it signals the messaging reached the intended audience.

Outcome: Build more accurate marketing personas and refine targeting strategies using real-world visitor behavior — validated monthly against broader trends.


Step 3: Measure Impact with Smart Benchmarks

Once campaigns are live, use Smart Benchmarks to evaluate whether changes in visits were truly driven by your marketing — or just broader market movement.

Benchmarks are created through the Benchmark Drawer, allowing you to compare visit trends between your locations and selected competitors in the same area.

How to create and use a Smart Benchmark:

  1. Open the Benchmark Drawer from the right-hand side of your view.
  2. Click Create Smart Benchmark.
  3. Choose competitor brands or locations relevant to your campaign.
  4. Almanac automatically identifies the nearest and most relevant competitors.
  5. Compare visit trends before, during, and after your campaign.

Create benchmark location

Example:
If your visits rose +8% during a campaign while your chosen competitors grew only +2%, the difference indicates incremental campaign lift.

Outcome: Confidently demonstrate marketing effectiveness by comparing visit trend uplift to direct competitors in the same market.


Step 4: Align and Share Findings

Once you’ve analyzed market demand, visitor behavior, and benchmark performance, use Almanac’s export features to compile your findings.

Recommended exports:

  • Market Demand Summary — shows visit, trip, and spend growth across markets.
  • Audience Insights Report — highlights demographic and psychographic changes.
  • Benchmark Comparison Chart — visualizes uplift versus competitors.

Next Step: Share reports in campaign reviews to show where marketing spend delivered measurable returns — and where opportunity still exists.


Key Takeaways

  • Use the Markets Section to identify where real consumer demand is growing.
  • Use Visitor Insights to understand who’s driving the activity and how personas are shifting.
  • Use Smart Benchmarks to prove campaign effectiveness relative to competitors.
  • Compare with your own sales data to identify true market opportunity.

Almanac gives marketing teams the tools to act confidently — focusing spend where demand is real and demonstrating impact with clarity.