While the retail industry has made great strides in understanding the digital journeys of consumers, it has been difficult to observe and analyze their whereabouts and movements in the physical world.
Advanced location-enabled intelligence can act as a bridge between the digital and the physical world – helping the retailers harness a more complete view of consumers, and make sense of and leverage their location behaviors.
Location intelligence is about much more than simple latitude and longitude readings. The right partner can gather data about the movements of consumers in specific moments and over periods of time, cross referencing it with comprehensive data about the environment – stores, malls, restaurants, residential addresses, landmarks, and places of interest.
Marketers can observe consumer journeys to within meters, whether indoors or outdoors, as they move around ever-changing environments. This benefits the entire retail industry – combining location intelligence with existing data sets to segment audiences, enable real-time location targeting, facilitate real-time bidding, measure performance, reduce ad-spend inefficiencies, and improve campaign attribution.