Overview
Eurocommercial Properties is a listed real estate company that owns, manages, and develops twenty-five shopping centers across Europe. From their Dutch headquarters, they work to maximize the attractiveness of each location for retailers, visitors, and investors alike. The value of a shopping center is ultimately determined by one metric: how many people walk through the door, how often they return, and how much they spend.
The challenge
For Eurocommercial Properties’ marketing team, proving the impact of their work was a persistent challenge. Budget was being allocated across advertising campaigns and in-center events, but there was no reliable way to measure what actually drove visitors through the door. Was it the Easter event? The Meta campaign? The weather? Without a clear answer, optimizing marketing spend was largely guesswork.
The obstacle
Bringing clarity to this question required combining data from a wide range of sources like footfall counters, marketing agencies, weather data, event registrations, and Meta campaign performance. The problem was that none of this data was collected consistently. Event registrations, for instance, were tracked differently across shopping centers, making any meaningful comparison impossible. Before any model could be built, the underlying processes and data flows had to be mapped and standardized.
The solution
Latitude developed a custom software platform and AI model specifically built around Eurocommercial Properties’ marketing workflows. The platform automatically ingests data from Meta campaigns and other marketing channels, while providing a structured way to register events, budgets, and external factors such as weather. At the core sits a marketing mix model: a custom AI that calculates the uplift generated by each type of marketing activity. The result is a clear view of what drives footfall and the impact of every euro invested in marketing.
The results
For the first time, Eurocommercial Properties’ marketing team can see exactly what impact a campaign or event has on visitor numbers and retailer revenue. Investing €10,000 in a late-April event, for example, can now be tied directly to an expected increase in footfall and the resulting uplift in tenant turnover. This gives the marketing team a concrete foundation to make investment decisions and gives the business a clearer picture of how marketing contributes to the overall value of its portfolio.
