RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : June 24, 2013

How to better analyze, understand location data

As more consumers hit the mobile and PC-based web, advertisers are looking for new and innovative ways to contact and engage those very consumers. Location data is one way some advertisers are making a better impression on shoppers, but for many location data isn't being used properly. Here's how to do mobile location better.

by Kristina Knight

David Petersen, CEO, Sense Networks: The likelihood of someone immediately changing their plans just because they saw a mobile ad is very low. In fact, we found that in Q1, across all campaigns, there was no correlation between real-time distance to a retailer and clicks on a mobile ad. Real-time distance was meaningless to the results of those campaigns.

Kristina: What is it that businesses don't understand about location data?

David: Location data is widely understood, but from a real-time perspective. What marketers misunderstand is how analyzing location over time can reveal valuable information about a person's lifestyle and behaviors and, therefore, predict future actions. Using location-powered behavioral profiles enables advertisers to better understand consumer shopping habits and reach them while they are planning future purchases, beyond when they're actually in a geo-fence and it may already be too late to impact behavior.

Kristina: How important is properly understood and used location data to a brand's overall campaign performance?

David: Extracting consumer behavior from historical location data for use in mobile targeting absolutely increases results and ROI. We consistently see a 3-5x lift in ad clicks through our technology. Most marketers today are engaging in location-based advertising through geo-fencing - targeting everyone in the same areas, within a circle, with the same ad. This means that ad will not be relevant to many of the users who receive it - they just happened to be in a certain location, at a certain time. Sense's approach takes location targeting to a new level, based on past decisions that predict behaviors. In fact, during a recent mobile ad campaign with Quiznos, the company saw 3.7 million new impressions and had a 20 percent boost in coupon redemptions based on Sense's behavioral and location-based targeting approach.

You can read part one of my chat with David and Sense Networks here.

Tags: advertising data, customer data, data collection trends, online advertising, Sense Networks

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.