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BizReport : Mobile Marketing : September 30, 2015

Brands: How to better use location data

Data analysis and strategy are two areas in which many businesses continue to struggle. With the dearth of mobile, online, social, email and offline data, it's no wonder. One expert offers his top tips to better use location data.

by Kristina Knight

Use in-app data.

"Brands can better use location to engage consumers in several ways. Within the app use case, brands can use locations to engage consumers. It could be changing the experience of the apps, for example with a retail app, based on whether the user is in the store, near the store or completely away from the store. Likewise, your interaction with your hotel app, for example, is different if you're at the hotel or not at the hotel. Depending on your location, you may receive different information for a much more relevant and personalized engagement," said Vikas Gupta, VP of Marketing, Factual.

Use location to build a clearer user picture.

"Then there's the world of advertising, where location can be used to build a very sophisticated understanding of users to better deliver more relevant advertising by using real-time location to understand where your customer is and tailor ads based on their location at the moment. As an example, a brand may be sponsoring a concert and also delivering relevant ads to mobile users in attendance. Everyone is always on their phone regardless of where they are or what they're doing," said Gupta.

Analyze data over longer time periods.

"Maybe it's using location over time to better understand consumers, to understand that certain people may prefer certain retail chains, or eat at frequently dined fast food, or are in the market for a car. There are many interactions and inferences you can build based off of understanding location that brand markers can then use to deliver more targeted apps," said Gupta.

Use data to define the user experience.

"Ultimately, and increasingly, people are going to expect smart experiences on their mobile device. The definition of a smart experience is going to change with higher expectations. What was once a novel, unique and smart experience a year ago becomes expectation this year. Location data is an incredibly powerful signal for understanding the consumer on mobile. The expectations become the norm. Better ways to communicate and interact with consumers are only going to increase over time," said Gupta.

Image via Shutterstock

Tags: Factual, location data, mobile commerce, mobile data, mobile marketing

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