Case Study: Footmarks achieves precise retail-display tracking and $30M in CPG savings with SafeGraph Core POI data

Footmarks Uses SafeGraph Data to Help CPG Brands Maximize Retail Revenue via Physical Display Tracking

Footmarks, an AdTech company that uses patented SmartTracking sensors and the SmartConnect beacon management platform to monitor physical retail displays, faced a common CPG challenge: knowing if and when displays actually traveled from production to distributor to store and were ultimately installed. Displays frequently went missing or sat in warehouses, sometimes with only 7% of a shipment reaching retailers, so Footmarks needed reliable, standardized site data to join to its sensor streams. To address this, Footmarks partnered with SafeGraph and adopted the SafeGraph Core POI dataset and matching service.

By integrating SafeGraph’s Core POI data and matching service with its sensor and first‑party retail site data, Footmarks created a uniform, authoritative mapping layer that let the company track display status end-to-end with high precision. SafeGraph data became Footmarks’ “source of truth,” enabling transparent execution reporting that helped CPG clients maximize in‑store revenue—one large customer realized $30M in savings over a single year by ensuring displays were delivered and set up as planned.

Footmarks

Preston Reed

Founder and CIO