It’s about the journey, not the destination.
At least, that’s what businesses are thinking when they look to understand the consumer visitation journey, which highlights a consumer’s real-world path before and after visiting a given brand. These insights are valuable in helping enterprises and brands to:
- Build relevant messaging to reach key audiences
- Uncover partnership opportunties
- Benchmark against the competition
- Prioritize new store locations
To better help businesses tackle such tasks, Foursquare created a Consumer Journey Matrix methodology that exposes what stops visitors made directly before and after visiting a specific brand, as well as two stops before and two stops after.