Ads where the shoppers really come from

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1:09 · Sao Paulo · Shopping malls, Retail & consumer goods, Schedule, My data, Mobility Footfall, xMap LLM, Make a report, Email, shopping mall malls marketing director advertising billboards media plan where visitors come from trips origin destination mobility report sao paulo brazil

Thiago is the marketing director of a group that owns three shopping malls in Sao Paulo. He spends millions on billboards and radio, spread across the whole city, because nobody knows where shoppers really come from. The yearly survey asks two hundred people at the door. By the time it is printed, a new metro line has changed everything. With xMap Flows, Thiago built Lodestar. On the first Monday of every month, Lodestar takes his three malls, learns where their visitors come from and how they travel, picks the districts worth advertising in, makes a short report, and sends it to the media agency. This month, Lodestar shows that one in three visitors to the mall in Itaim come from Pinheiros and Vila Olimpia, and most arrive by car. Thiago moves half his billboards to those two districts, and puts a parking offer in every ad. Thiago stopped advertising to the whole city. Now he talks to his own shoppers.

The story in words

Scenarios and figures in the films are modelled to show what a flow produces. None describes a named customer.