How Location Data Defines the Customer Journey

Understand behavior to map the path to purchase

For many marketers, the biggest challenge to charting the customer journey is accurately understanding offline behavior. Some 90 percent of purchases still take place in the real world, but the answer to better mapping actually lies in location data generated by mobile.

Our new study, “Completing the Customer Journey,” serves as a primer on the powerful role location data can play in understanding the path consumers take. According to Aberdeen Group, companies that actively manage their customer journeys see significantly stronger branding and bottom line performance. Location data can empower this by providing the insights necessary to understand how people behave in the real world as well as online.

CHECK OUT OUR FULL REPORT, “COMPLETING THE CUSTOMER JOURNEY: THE IMPORTANCE OF LOCATION DATA IN MAPPING ONLINE AND OFFLINE CONSUMER BEHAVIORS.”

Interestingly, most marketers still have a limited view of how to best use location data, seeing it primarily as a way to better target mobile ads. But it tells a story beyond mapping digital channels. You can build a more holistic consumer profile by understanding where they go over the course of their day, giving you a clearer picture of where time is spent and how decisions are made. This behavioral data can be used to identify your best customers, refine ad campaigns, shift merchandising or operational strategies and more. To find out how, download the report.