How location data helps marketers acquire new customers and scale their campaigns

Marketers continue to use location-based data to drive campaigns and customer acquisition in retail and other industries. Even though many consumers purchase products and services online through e-commerce channels, they also enjoy going out and visiting store sites.

“A lot of money and a lot of time and resources go into getting the consumer to come to different outlets,” said Charm Bianchini, senior manager, demand generation and field marketing for location-based company Near. , during the MarTech conference.

In many cases, meeting customers where they are means understanding how far they might be from a physical store.

“Human movement data can improve your targeting, which then increases your ROI,” Bianchini said.

Read next: Real-world location data analysis tools during the pandemic

Where does location data come from

Location-based data – or human movement data, as those close to call it – is mostly collected from mobile apps.

Popular games like Zynga’s Words with Friends will ask players to consent to sharing location data on terms that allow that data to be used in campaigns.

For marketers, location data is third-party data that provides insight into traffic patterns in a region, city, or neighborhood. Identity resolution tools can also be used to add additional layers of data to the consumers of this traffic.


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Interpreting location data for marketing campaigns

Here is an example of location data taken from two different events, one week apart, at Sofi Stadium in Los Angeles.

Image: Close.

It is apparent from location data and other consumer information that the event on the right was a smaller local event. The following week, shown on the left, was longer and attracted visitors from further afield.

Data on household income and consumer preferences can help inform marketers for specific brands

“If you’re a restaurant, for example, you could use that to your advantage,” Bianchini said. “If you’re Red Lobster and you know people are coming to you, why not give some of your loyal customers some sort of discount?” Or if you know everyone goes to Church’s Chicken, you might want to offer a promotion to come to KFC.

She added, “It’s the power of human movement data and the ability to access real-time information about what’s happening with people.”

Using location data for customer acquisition

Marketers can use digital channels to act on location data. They can connect with loyal customers through digital billboards when the data indicates that they are close to a specific site.

Additionally, if a customer is known to have been in a store, marketers can follow up with special offers to keep them coming back another time or to purchase something if they haven’t purchased. a product during his previous visit.

Marketers can also attempt to attract customers who have visited a competitor.

Improve first-party data and expand campaigns

If your brand already has first-party data in customer profiles, it can be enhanced with location data. Location data of restaurant customers, for example, can provide information about when they visited and from what distance. This data is then merged with other first-party information you may have about the customer, including demographics, purchases, and other preferences.

Image: Close.

Marketers then personify these customers to strategize how to reach them through a certain channel at a certain time. If they visit on the weekend, they might receive a mobile ad or email during the weekend about a specific offer that matches their interests.

Learning more about these location-based models will increase campaign effectiveness and increase ROI, according to Bianchini. By delivering relevant and useful advertisements, they can also build customer relationships and increase customer lifetime value.

Read next: Yelp Custom Location Targeting

Advancing digital marketing with human movement data from Third Door Media on Vimeo.


About the Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as Associate Editor, providing original analysis on the changing technology landscape of marketing. He interviewed leaders in technology and politics, from Canva CEO Melanie Perkins to former Cisco CEO John Chambers and Vivek Kundra, named by Barack Obama as the nation’s first federal CIO. He is particularly interested in how new technologies, including voice and blockchain, are disrupting the world of marketing as we know it. In 2019, he moderated a panel on “Theatre of Innovation” at Fintech Inn, Vilnius. In addition to his marketing-focused reporting in industry trades such as Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS and contributes fiction, criticism and poetry to several book blogs. leading. He studied English at Fairfield University and was born in Springfield, Massachusetts. He lives in New York.

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