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InfoScout gives brands demographic data on offline customers

InfoScout helps brands know who buys what by logging pictures of receipts, a move which they say gives them data that already rivals Nielsen’s shopper panels.

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Understanding your buyers with InfoScout

Businesses always what to know who is buying what and what demographics they should be going after more aggressively, but this is data is not always easy to get. You might be able to view what was bought, but not by whom. InfoScout aims to change this and make data collection easy.

InfoScout has introduced mobile apps that take the guess-work out of monitoring purchases and demographics. When users sign up, they enter their demographic information and then take pictures of their shopping receipts from actual store purchases. Using machine vision, InfoScout then scans what was bought and how much they paid, without the user entering anything but a store receipt picture.

Their receipt app, Receipt Hog, rewards users for “feeding” their digital piggy bank receipts. The more receipts you feed, the more money you get and this keeps users motivated to continue uploading their receipt images. Users can then “cash out” for actual money via PayPal or Amazon gift cards.

Receipt Hog and Shoparoo

While Receipt Hog helps merchants get a better idea of what is being purchased, Shoparoo replaces box-top collection and lets people use their phone to upload their receipts, rather than clipping those endless box tops. This eliminates the hassle of fundraising and actually makes it manageable. By clicking additional surveys or special offers within the Shoparoo app, parents and teachers can raise even more money for their school, while InfoScout collects the valuable shopping data.

You may be asking “what is in it for InfoScout?” After months of collecting data, they are now selling their insights here. You can track up to five companies for free and being seeing companies data profiles. To get started, you will need to create an account or log in via LinkedIn.

When you search for a company, you will see the brand’s dashboard of information. You will see receipt data captured by consumers, demographics on who purchases the product, what they bought in the same shopping trip, what type of store it was purchased from, how it was rated by the consumer, when they purchased it, and how they paid. For businesses, this could be an invaluable way to monitor not only your own brand, but also your competition. You could easily see where you competition is falling short in way of demographics and boost your marketing campaigns to these areas.

Their website states, “our analytics are demographically weighted and balanced to provide a nationally projectable sample of American shopping behavior. In addition, our shopper profiles, psychographic attributes and Facebook integration provide unparalleled opportunities for segmentation.” So if you are looking for real-world analytics, InfoScout may be a good place to start; especially since you can try up to five companies for free.

Jennifer Walpole is a Senior Staff Writer at The American Genius and holds a Master's degree in English from the University of Oklahoma. She is a science fiction fanatic and enjoys writing way more than she should. She dreams of being a screenwriter and seeing her work on the big screen in Hollywood one day.

Tech News

Publishers anticipate price hikes after Facebook’s purge

(SOCIAL MEDIA) Changes to the Facebook News Feed algorithm may lead to price hikes for publishers trying to remain relevant.

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Facebook is changing the way News Feed filters content, putting more focus on posts from friends and family. This will effectively reduce the amount of paid content users see from publishers and brands.

Some agencies think this may increase how much advertisers will need to spend on paid ads to keep the same number of views. Just since last quarter, ad rates increased by thirty five percent.

Facebook’s VP of product management, John Hegeman said advertising will be “unaffected,” but agencies aren’t so sure.

Doug Baker, director of strategic services at AnalogFolk, stated this is the “final nail in the existing coffin” for organic reach.

For years, organic reach has been declining since more content is being shared. Smartphones and tablets lowered the threshold for ease of posting, and users can now share content without being tied to a desktop.

News Feeds are super saturated with content, and it has become increasingly difficult for content creators to organically reach users in the midst of posts from family and friends.

Mass-reach media buys end up seeming like borderline spam, and clog up an already extremely populated stream of content in your feed.

In December, Facebook announced plans to deprioritize “engagement bait” posts that urge users to share, like, or vote to artificially gain greater reach.

Using a machine learning model to detect different forms of engagement, Facebook rolled out Page-level demotion to curb frequency of advertisers using engagement bait.

Facebook noted it will still favor content from reputable publishers while reducing clickbait, spam, and misleading stories.

While engagement is only a small part of ad ranking, advertisers may see serious price hikes to keep the same level of performance.

It looks like Facebook is trying to go back to its roots as a social site, like how Snapchat recently announced a plan to keep news and social more separated on their platform.

To reach users with these new changes, advertisers must optimize and more carefully plan media strategies to make content relevant to target markets.

However, brands may find loopholes in the algorithm, continuing practices that drive artificial engagement. CEO of digital agency TMW Unlimited pointed out that brands may “be tempted to be increasingly controversial or polarizing in order to stimulate conversation.”

Even as Facebook insists it’s not a media company and its advertisers are actually “partners,” it’s likely brands will see significant price increases to remain in the News Feed instead of relegated to side ads.

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Tech News

Facebook’s news feed changes will impact how you reach consumers

(TECH NEWS) Facebook is changing how you see the news feed, but it will also impact how your business reaches consumers.

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Once again, Facebook is making some significant changes to the News Feed (you probably know this because people are freaking out). This time, the changes revolve around improving user experience by cutting down on sponsored content — but what does that mean for advertisers and Facebook businesses?

As it turns out, not a ton – just a higher content standard and the accompanying challenge of creating positive, enjoyable content. Maybe.

Anyone who’s spent any time on Facebook in the past few years knows that it’s as much an advertising business as it is a social network. It’s impossible to make it more than a few posts into your News Feed without seeing a “Suggested Post”-type ad, and unless you use an ad-blocker, your sidebar is full of even more blatant attempts to sell or promote products only loosely related to your likes and interests.

It appears that no one is less happy about this than the man himself. Mark Zuckerberg announced plans to dial back advertising posts in favor of user-created content, conversation-inspiring posts, and other non-public items of interest. The goal is to connect you more consistently with the content that you love rather than the content that you tolerate; as you can probably guess, advertisers aren’t thrilled about this notion — some are even considering it an ad-pocalypse.

That’s a little dramatic.

The road to creating engaging, profitable ads for this new Facebook is relatively simple, if not easy. Facebook will be prioritizing posts that objectively bring happiness and positive experiences to users, meaning that your ads will need to be intrinsically fulfilling for your target demographic. While relying on “traditional” marketing strategies like clickbait titles and high initial engagement numbers won’t get you there, retaining people with your content will.

In fact, this move is fundamentally similar to YouTube’s policy wherein creators are paid more for longer audience view times than if their audiences flake out after a few seconds. One might argue that such a policy was put into place to safeguard against meaningless content with catchy titles, and that’s exactly what Facebook appears to be doing here.

With this return to their roots, Facebook is making steps toward bringing positivity back into social media — something we all could benefit from right about now.

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Tech News

Walmart may have just solved the biggest snag in online grocery shopping

(TECH NEWS) Walmart submits a patent for technology that could fix the crack in online grocery shopping.

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When online shopping became increasingly popular, it made total sense as it is a huge time saver. However, not being a frequent user of the services, I have questioned how people go about selecting exactly what they want as what will be sent to them, isn’t what’s pictured online.

Apparently, this is a major challenge for services that offer online grocery shopping, as people tend to be particular about their cuts of meats and selection of produce (we’ve all had those moments where we’ve examined each apple in the bunch, admit it).

Walmart, a leading competitor in grocery sales, is looking to eradicate this challenge with a newly submitted patent for their developments. The new system they’re proposing will give online shoppers a look at their actual potential purchase via 3D technology.

The system, dubbed the “Fresh Online Experience” (FOE), will use three-dimensional scanning to show online shoppers images of the products.

First, they will select from a stock image (say they’re looking for an orange). A human worker at the location they’re shopping/delivering from will be notified and will then select an orange and send the shopper a photo.

The image would be sent from a store associate interface and will appear in a communications module where the customer can view it. They are then given the chance to approve or deny, based on the image.

The customer will have a fixed amount of time to approve or deny the item/image. To combat too much back and forth, the customer is only given so many vetoes until they have to choose an orange that’s been previously selected or remove it from the order altogether.

When the orange is approved, it will be stamped with an edible watermark and will be included with the finalized order. While this seems like a lot of work on the associate’s end, Walmart has stated that some of the FOE will include automated aspects, which could save human workers from having to continuously scan fresh items.

This idea comes on the heels of Amazon’s purchase of Whole Foods, making them a giant competitor for Walmart.

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