Brands and agencies use anonymized location data to make better business decisions. From pulling data on a single point of interest (POI) to study and learn about customer behavior, to looking into POIs across an entire country to develop a better understanding of trends, location data derived from mobile phone usage can be a valuable tool. Here are some of the ways our clients have been using location data options.
Location Data for the Restaurant/Hospitality Industry
Gaming and Hotel Loyalty: One client recently looked at all the Las Vegas visitors who were members of their loyalty program to answer location-based questions such as, How far did visitors travel to get to Las Vegas? Where did they go while they were here? Which of my competitors’ locations did they visit? How long was their stay?
By learning more about their customers, they could better serve offers and deals at moments when those offers, and deals were likely to have the most impact. This kind of targeting lifted engagement and spend
Restaurant Locations – How far are people traveling to get to a restaurant, particularly restaurants that rely on repeat customers? Answering this question helped an agency make smarter ad buys on behalf of a restaurant chain, optimizing spend where digital, print, and broadcast ads would have the most potential to reach customers within the restaurant’s “drive zone” in each market.
Who is Walking Into Your Restaurants: We can provide data on the demographics of people entering a restaurant such as age, race, sex, income, and more, to help restaurants make smarter decisions about what kind of food or drinks to serve, specials to run, and audiences to reach out to.
Deterministic Location Data for Financial Services
Tracking Potential Disaster: When a fast food chain got hit with bad news, we were able to look at all the chain’s stores across the country to see if footfall was increasing or decreasing immediately after the scare. Our client, a hedge fund, was able to make a more informed decision – rather than following his gut.
Check on Footfall at Branch Locations: One bank conducted a study on footfall traffic at each of its branch locations to gain insights on how busy each branch location was and how patterns differed by time of day or day of week. With this data, they were able to make smarter decisions about staffing, operational hours, and even parking lot design.
Luxury Brands Leverage Confirmed Visits and Location Data
Check up on the Competition: One client, a luxury brand, wanted to know where their customers tended to go when they weren’t at their locations. Studying trends market-by-market helped the brand keep an eye on their competition to see where else shoppers were going. The result was not only a deeper understanding of the competition, but the brand was able to create richer affinity programs with neighborhood hotels, restaurants, and attractions to drive additional traffic to their locations.
Improve Marketing Automation with Location Data
Know your Customer: Make the most of your CRM. We help many of our clients make deterministic and/or probabilistic matches between email addresses and mobile device IDs. This helps marketers better leverage their own database to target specific customers on social media, or to get better results from CRM health and usefulness.
Trigger Location-Specific Promotions: There is no better time to remind a customer of a promotion than when they’re walking into – or near – your store. We work with agencies and brands to deliver location data that helps them target customers in this way.
Smarter Billboards: Studying information on traffic patterns for a specific stretch of road helps agencies who work with digital and print billboard advertising target locations for messaging.
Optimizing Store Layout: Retailers who can provide us with floor maps of their store layout can request information about how visitors travel through aisles or sections of a store. They examine traffic patterns, look for cold spots, and conduct A/B testing on best layout options to optimize customer experience and sales.
Target the Right Demographic: See traffic patterns in key demographic areas and understand how a neighborhood location is most likely to have the signal density you’re looking for in a city.
Confirmed Visits: Location data such as confirmed visits can bring more clarity to a dataset. Know when a visitor not only walked by a location, and if they walked in or checked in.
Visualize Path-to-Purchase: When auto dealers gain insight into buyer intent, they can “drive” sales more effectively (sorry, we couldn’t resist.) With our location tools, they can gain insights on which lots customers are visiting in a regional area, and drill down into that data to see which area of the lot customers are spending time in to know which car brands are capturing the customer’s attention.
These are just a few of the ways our clients use data to gain insight, save money, drive sales, please customers, or broaden their business. Learn more about our location data and get creative – we never run out of ideas.
Find out more about our location data offering.