Through location intelligence, marketers can map, target and measure offline consumer behaviors. Yet not all location data is created equal. It’s imperative for marketers to use an anonymous dataset that leverages accurate location data, at scale. Otherwise, it will not lead to meaningful, actionable insights.
Brands that do this will gain access to an unprecedented vision into the offline consumer journey.
Map with location analytics
The first step is being able to understand real-world actions and offline behaviors. Through location analytics, brands can gain insight into consumer dwell time in stores, frequency and time of visit, and a wealth of other insights that can inform marketing strategies and drive ROI. Analytics also enable brands to access actionable insights about their competitors. Through location intelligence, brands can measure the loyalty levels of their consumers to their competitive set, which can reveal new and scalable audiences for targeting.
A retail marketer could use these analytics to determine which segment of competitor consumers does not visit its stores and also does not have a strong preference for other brands in the industry. This segment is the most vulnerable audience from your competitive set, so it presents a fantastic opportunity for conquesting.
Target with custom audiences
Location intelligence can also provide other types of audiences for targeting, such as those that reveal specific offline behaviors, purchase intent and brand affinities. Targeting these custom audiences can help marketers create winning strategies for cross-platform programs.
For example, location intelligence can enable a marketer at a major QSR chain to identify an audience of QSR lovers who’ve actually visited a QSR at least 10 times in the past month. This audience has a consistently high interest in the category, so it would make sense to target them with ads. By identifying custom audience segments that resonate with their brand, marketers can refine their targeting capabilities, reduce their spending on wasteful impressions and vastly improve conversion rates.
Measure with footfall attribution
Finally, to understand the journey, it’s essential to measure the impact of your marketing activations. Marketers can use location intelligence to measure their campaigns’ effectiveness in driving consumers to store, and even optimize campaigns while they’re still in flight.
An automotive marketer could measure the impact of a cross-channel campaign and understand if and how well ads drive dealer visits. Those parts of a campaign that aren’t working can be optimized in-flight with refined creative or adjusted frequency, for instance. In this respect, measurement is the final step in the consumer journey that will enable you to take your marketing strategies to the next level.
Brands that strive to learn more about consumers’ online and offline behaviors will be successful at establishing meaningful connections with their
target audiences, which will ultimately enable them to achieve their business goals and enhance their marketing activations.
Cuebiq at a Glance
Cuebiq is a location intelligence and measurement company that helps marketers map, target and measure the offline consumer journey through its AI-driven SaaS platform, Clara.
Cuebiq
45 West 27th Street
3rd Floor
New York, NY 10001
Website
www.cuebiq.com
Twitter
@cuebiq
Facebook
facebook.com/cuebiq
LinkedIn
linkedin.com/company/cuebiq
Number of employees
95
Number of locations
5
Founded
2016
Focus
Geo-behavioral audiences
Branded audiences
Custom audiences
Offline analytics
Competitive intelligence
Cross-channel measurement
Key product
Clara, an AI-driven platform that maps, targets and measures the offline consumer journey, includes:
Analytics: Map brand and competitive performance by understanding the offline consumer journey.
Audiences: Target consumers cross-channel based on data-driven geo-behavioral insights.
Attribution: Measure cross-channel ad performance to optimize and prove ROI.
Contact
business@cuebiq.com
