Boots Content Measurement

Measuring Engagement

Boots wanted to know how effective their digital messaging was in-store so they could evaluate both their marketing and digital display spend.

Maxe develloped a two tiered approach to evaluate content before it was displayed on-screen and after with a live audience to test real world impact.

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Steps to success

1. Developed a software solution to evaluate content saliency (how visually appealing and impactful it is)

2. Score the content and give the creative team an opportunity to optimise it before it goes to the screens.

3. Develop a live in-store face gaze software tool to run on the screens using audience privacy technology, measuring real time content impact.

4. Sned the Boots team live data to steer marketing campaigns and display effectiveness in real time.

5. Deliver content scheduling metrics to optimise campaign impact

6. Steer future campaigns pre-launch

What Maxe delivered

World Class saliency detection algorithm and software, driven by edge detection, colour pairs and eye tracking data.

Gaze detection software running live on Raspberry Pi devices in-store.

Full analytics suite with live data driving nimble campaign making decisions

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Key data

— 150 campaigns evaluated and 95 fine tuned using saliency technology

— Audience gaze time increased 250%

— Sales in key measured zones rose 4.8%

— 8,250 customer interactions evaluated weekly

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Both pre and post launch software technologies provided significant efficiencies in campaign delivery and audience targeting, with future rollouts pending further evaluation.