We have crafted a framework based off traditional marketing concepts to allow a clearer understanding of key metrics and results. We customized the consumer-shopping funnel to encompass post-purchase metrics and aligned KPIs back to each level. Everything that happens in the space is measured, and mapped back to the funnel. Each metrics’ value to the brand is calculated and using historical results, we are able to quantify the overall value of Samsung 837 to the brand and the return on investment. Given that Samsung 837 launched as an “unretail” experience and has limited sales options this is a critical aspect in being able to assess the impact of the space.

The data is used in a myriad of ways. Over the first two years since Samsung 837 opened data has been used to improve the overall experience in the space, optimize our programming and demonstrate the impact on consumers. We’ve used data to adjust our opening hours, assess potential traffic for holiday weekends to staff accordingly and build business cases for our partners to engage a captive audience. Through understanding the consumer journey within the space we have reorganized where the popular engagements are to encourage traffic beyond the first floor. Beyond Samsung 837 we’re also able to use the data to estimate results and impacts of experiential and to show the relative performance of Samsung 837 NYC versus other international locations.

The adapted version of the purchase funnel is an integral part of our reporting and showcases the value of each metric in creating an holistic picture of Samsung 837’s performance.

Visitors – 790K+

Events held – 740+

NPS – 69

Brand Opinion – 90%

3.9M Device Engagements = $18.9M

Sales Impact - $871K

Samsung 837 is a first-of-its-kind technology and cultural destination in the heart of New York. This physical manifestation allows interaction with the full eco-system of products through installations and programming. The space encourages device engagements without pressure to purchase. In today’s experience economy, product exposure and interactive engagements play a fundamental role in purchase. To create an holistic picture of performance we aggregate data from a multitude of sources – research, product engagement, social, digital, and more – and craft reporting to capture the essence of what is happening and how it is shifting the needle on Samsung’s core objectives.

All of our in-space data points – camera, device interactions, participation, customer care and sales are aggregated to create an holistic picture of the in-space experience and then overlaid with insights from other channels – earned and paid media, social and research. We work with partners to oversee data capture and aggregate from multiple sources into a master database, which forms the foundation of all our reporting and insights. Any new interactive or programming is scoped in advance to ensure we are tracking the metrics that will shed light on performance through the lens of the objectives.

We work closely with the client to ensure a clear understanding of program objectives and company goals. We prioritize spending time on site to gather contextual information on day-to-day performance. Targets are set based on program goals, historical performance and environmental factors. Key learnings are documented and implemented in future programming and engagement planning. A reporting cadence is in place to ensure we are able to provide daily performance updates as well as deeper dive at regular intervals to understand why things are happening.

Any visit to Samsung 837 leaves an indelible mark on the consumer but since we are not a retail environment, it is difficult to quantify the impact on the brand. By piecing together all our data sources, we have crafted an approach which helps us identify performance drivers. Media flights and earned coverage raise awareness and drive traffic. Visitors interact with the devices and engagements, creating and sharing content. Consumers participate in programming and their opinions of the experience are sought out. All of these create datapoints on a consumer’s journey to and through 837. Our objective was to use these data points to tell a story about consumer’s experience at Samsung 837 and understand its impact on their opinions and behaviors and on the brand itself. Deciphering the data we can course correct in real-time and optimize the consumer experience.