The power of location audiences: A buyer’s guide & scorecard

There has been a lot of discussion about proximity marketing and location data. If you haven’t been following the emergence of location intelligence platforms, they are data platforms that ingest location signals collected from GPS, WiFi and sometimes beacons, and combine those signals with other data sources to do a variety of things, including:

1. Create location-based audience segments/targets. Signals collected can be used to create location-based audience segments such as moviegoers, retail shoppers and others. These audiences are created when the signal, such as lat/long, is collected and combined with other sources, such as a point of interest (POI) database. Additional attributes and insights may be added to the data, such as frequency and demographics, to create highly targeted audiences based on the individual’s offline behaviors — e.g., frequent (three or more times per month) department store shoppers. These segments can typically be found on various marketplaces, including DMPs and DSPs (data management platforms and demand side platforms).
2. Optimize in-flight campaigns. The ability to track and measure the impact of an ad impression served to a given location-based audience segment/target and its ability to drive the walk-to rate or visit. These real-time campaign optimization tools are typically used by agencies and allow the users to drive incremental results by monitoring the impact of multiple creatives and/or geographical regions. A/B testing and the corresponding “lift” reporting allows campaigns to be adjusted in-flight to further drive marketing ROI.
3. Inform future audience and campaign efforts. Post-visit reports, typically managed by the agency and location intelligence platform, allow brands to not only track lift associated around footfall traffic, but also to better understand audiences and visitors to specific locations, including their activities, journey paths and brand affinities.

But not all location data is equal. So whether you’re an agency or a brand interested in utilizing location data, it is important that you do your homework and ask the right questions before investing in location data, buying audiences or looking at offline attribution. Here are some key questions to ask:

How was the location data collected?

[Read the full article on MarTech Today.]

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Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Michael Della Penna is EVP Growth & Strategic Partnerships and investor at Cuebiq. Michael has over 25 years of experience working in the data, digital advertising and marketing industry. Previously, he served as Group Vice President, Oracle Marketing Cloud and Senior Vice President of Emerging Channels at Responsys, prior to its $1.5 Billion dollar acquisition by Oracle in 2014. Prior to Oracle and Responsys, Michael founded Conversa Marketing, a social CRM company that was acquired by StrongView (now Selligent) in 2010. Michael’s other notable senior positions include Chief Marketing Officer at Epsilon, CMO at Bigfoot Interactive, VP of Strategic Development at CNET Networks, Inc., and VP, Marketing at ZDNet. Michael has been recognized as one of B-to-B Magazines “100 Most Influential People in Business-to-Business and Interactive Marketing” five times for his ongoing contributions to establishing digital marketing best practices.

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