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BizReport : Advertising archives : July 29, 2015

Top 3 tips that will help you use location more accurately

Location data provides a plethora of insight into consumers on a very granular level. It provides context around where, when and how consumers are interacting with brands as they traverse between the physical and digital world.

by Kristina Knight

First, start thinking of location data as customer data.

"The second [brands] start thinking about location data, they become focused on execution, but when referring to a larger brand's work, they need to back up and think about what they want to communicate to their customer. In doing so, they need to understand how they define success, what they want to communicate to their customer, what insight can they leverage that will help understand their customer. All of these critical components of customer engagement become lost when the focus is on location data," said Drew Breunig, Vice President of Strategy, PlaceIQ.

Second, trust the experts both in and outside the agency.

"Brands also need to rely on trusted experts, either with their agency or externally that can straddle both worlds and understand what they want to do with their customers, then, leveraging their technology, decide how they want to put the puzzle pieces together. When brands are just thinking about location, they tend to focus less on the customer and, in turn, their campaigns aren't as effective. In order to avoid this, they need to think of the customer first and, as they understand what they want to do with their customer, have experts they rely on connect their goals with the capabilities of their technology," said Breunig.

Third, don't miss the big picture.

"As the saying goes, "you're missing the forest for the tree." Now that there's data available to provide both broader and granular viewpoints, brands need to leverage both in order to understand certain regional patterns. This new ability to cluster and determine how traffic works together is crucial to leveraging location based data for improved customer touch points," said Breunig.

Image via Shutterstock

Tags: ad targeting, advertising, location based advertising, location targeting, PlaceIQ

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