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Skyhook’s Equation: Better Location Data Equals Better User Experience

In addition to improving customers’ lives, higher quality location data also helps advertisers and brands craft more effective campaigns.

Of the many benefits proximity marketing specialists say geo-data can bring, such as more accurate ad targeting or better understanding of consumers’ shopping patterns, Skyhook Wireless is emphasizing another virtue: namely that higher quality location information can yield a better customer experience.

The idea comes from using location data to discern what Skyhook refers to as a “Persona.”

“Retail apps can use precise and accurate location data to personalize the experience by knowing Personas,” David Bairstow, Skyhook’s VP of product, told GeoMarketing. “Knowing the history of precise location tied to a device opens up the ability to categorize behavior at a granular level. Add venue level context to each precise location and you have a story of the device behavior called a Persona. Knowing a user’s Persona allows the app to tailor the experience to the user and reduce the time to value.”

Skyhook's David Bairstow
Skyhook’s David Bairstow

Once that information has been obtained, retailers and marketers can use it to make informed decisions about what kind of experience the user they are targeting is most likely to engage with the most.

“Retail apps can also use accurate and precise location to create dynamic user experiences with geofencing. Knowing that a user enters a geofence is an important insight you can leverage to create dynamic user experiences,” Bairstow said. “When app users are in a store making decisions, they want different content and experiences than when they are browsing products from a website or smartphone at home. With geofencing, apps can know when a user enters a store and change the app UX to ‘Store Mode,’ populating the screen with the user’s shopping list and highlighting where all of their items are located in the store.”

While location data will undoubtedly improve the experience of consumers, it can also be beneficial to marketers and brands themselves, through better insights and more varied viable strategies to location marketing.

“Good location data can provide richer insights into user behavior and interest,” Bairstow said. “Those insights can help developers decide the best places to build experiences that promote ease of app use for the user opening the app and getting what they need as quickly as possible. We call this appticipation,’ and its end goal is to deliver personalized app experiences to each user.”

About The Author
Daniel Parisi Daniel Parisi @daniel_parisi_

Daniel Parisi is a New York City-based writer and recent graduate of the University of Maryland. Daniel specializes in coverage of mobile payments, loyalty programs, and the Internet of Things.