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PlaceIQ Hands Agencies, Brands Direct Access To Consumer Location Data Insights

Here's what Ansible, Gas Station TV, Havas Media, and The Media Kitchen say they can do with PlaceIQ geo-data.

Now that media buyers and planners, and the marketers they serve, accept that understanding consumers’ location patterns provides deeper, contextual insights than cookie-based website browsing does, PlaceIQ is offering those companies direct use of its own geo-data to complement their existing research capabilities.

The geo-data package that PlaceIQ is offering to agencies and brands is called LandMark. It promises to put “location-derived insights” about the real-world customer journey to effectively inform a wide variety of decisions: media activation, cross-channel strategy, competitive positioning, retail site selection optimization and financial investments.

“Over the last 7 years, we’ve seen use cases evolve from proximity marketing to location for audience building, and eventually attribution,” PlaceIQ founder and CEO Duncan McCall told GeoMarketing. “We’ve always been passionate that the ultimate end goal for location data should be to allow brands to understand consumers in new ways. LandMark is the culmination of that vision and something we’ve been building and refining since we started the company.

The list of beta partners using LandMark includes Interpublic Group mobile shop Ansible, Gas Station TV (GSTV), Havas Media, and The Media Kitchen, as well as several other brands that are remaining anonymous for the moment.

Questions Of Time, Place, And Loyalty

In terms of the specific use case, McCall said that “LandMark is objectively providing an understanding of the consumer journey – at scale – which provides nearly limitless applications for informing and solving business challenges.”

The idea is to connect insights between time and place. Among the challenges LandMark proposes to solve for retail, quick serve restaurants, auto dealerships and others is the ability to track changes in share-of-visit to stores or a competitor’s stores over periods that the brand wants to view.

It also can point out customers who haven’t visited a store in a while, allowing brands to target and re-engage with a special offer. Conversely, LandMark can show competitor loyalties as well.

“LandMark gives brands, agencies and others a capability to test and learn easily. They can answer simple questions like ‘What does my national store traffic look like on Black Friday’ or complex questions like ‘Which markets are my stores underperforming in, and why?’ and ‘What’s the effect of SuperBowl Sunday on my closest competitor and how can I capitalize on that?'” McCall said.

The LandMark product is aimed at marketing specialists, not engineers. So PlaceIQ customers can access it via basic business intelligence dashboards or, they can do more sophisticated deployments via on-boarding of the company’s data directly.

“LandMark has proven to be a valuable resource to us because of its versatility,” said Joshua Engroff, Chief Digital Media Officer at The Media Kitchen, in a statement. “It has provided access to an incredible wealth of location-aware intelligence that can help us inform strategy, both broadly and tactically, for clients. It’s helped us answer new kinds of questions for our brand clients. Because it provides deep insights into the customer journey via an understanding of visitation trends and share-of-visit analysis, LandMark is an important part of Media Kitchen’s data stack.”

“As a large, national, location-based video platform, high quality location intelligence is critical to serving our advertising clients,” said Eric Sherman, SVP of Insights and Analytics, GSTV, in another testimonial. “Other partners have done a great job of helping us harness location data to demonstrate the value of GSTV’s active-consumer audience but LandMark from PlaceIQ has taken us a step further – it’s allowed us to answer the follow-up question: why does GSTV work so well?

“By analyzing actual retail visitation among the GSTV audience and comparing that to national averages using LandMark, we’ve been able to make a strong case that GSTV is an especially efficient advertising platform for a variety of advertisers,” Sherman added. “These insights, and the ability to customize them at a client level, have helped us paint a more nuanced and robust portrait of the GSTV audience, and enabled us to demonstrate the value to advertisers of reaching consumers at the pump.”

The End Of Advertising?

The focus on personalization and connecting with shoppers one-to-one on smartphones as well as via Internet of Things devices is part of the shift that has made location data so essential the buyers and brands. So does the offering of LandMark to those constituents reflect the idea of brands needing to go beyond typical online “direct response” ad targeting to developing broader marketing insights and personalized connections to consumers?

“There’s always going to be a place for direct response advertising, but the expectation today is to personalize and contextualize ads for audiences based on their behaviors,” McCall said. “Location has always been integral part of understanding behavior for that goal. Combining location with other data sources like purchase data and TV viewership data, allows for more personalized insights, that marketing can use seamlessly. Location data is the missing piece—it connects disparate pieces.

“For a long time, marketers have talked about the concept of arriving at the era of highly personalized, one-to-one marketing,” McCall added. “Because location provides insights into the customer journey and the ‘why’ behind consumer affinities, that 1:1 goal is finally within reach.”

Data-As-Service Evolution

For PlaceIQ, which began opening up its online/offline analytics insights directly to agency partners like Starcom and brands like Audi over two years ago, the release of LandMark ultimately follows the evolution of its Enterprise Place Visit Rate product.

As for how LandMark might look in action, PlaceIQ presented a few general use cases:

  • Retail: Understand changes in share-of-visit to stores or competitor stores over time, analyze lapsed customer audiences to understand competitor loyalties, and optimize potential store locations to align with foot traffic patterns.
  • Automotive: Find geographical areas with high potential for expansion based on customer loyalty, analyze audiences who own competitors’ vehicles, and understand the cross-shopping behavior of dealership visitors.
  • Dining: Analyze changes in visits to competitors’ brick-and-mortar stores as they roll out new products or compare foot traffic to competitors’ during breakfast, lunch and dinner.
  • Media agencies: Develop new and unique audiences for media targeting and improve new business efforts by thoroughly understanding a brand’s customers.

“LandMark offers interesting new data to incorporate into the media insights and planning process,” said Kelly Lundquist, Manager, Data Strategy at Havas Media, in a statement. “It’s a dynamic offering that allows you to answer questions about what’s happening in the marketplace, like what share-of-visit for a brand looks like, how overall visitation is ebbing and flowing, and how brand health can be measured market-to-market. Rather than relying on static dashboards, the LandMark platform offers versatile analysis of location data to distill useful insights for existing and prospective clients.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.