PlaceIQ’s latest offering, LandMark, has the geo-data specialist also opening up its location insights beyond advertising to help power investment firms’ trading decisions.

Brands like Jet Blue closely monitor the activity of its loyalty program members — but that kind of analysis can be fairly limited to the way its travelers use its booking services.

The promise of being able to see what other airlines those loyalty customers tend to use as well as what hotels they book opens up a wider range of marketing possibilities. And that promise is embedded in PlaceIQ’s newest analytics offering LandMark.

The product is intended to expand and complement PlaceIQ’s existing tools, such as its Place Visit Rate (PVR), which provides “a real-world KPI” that measures in-store ROI.

Read the full article on Geomarketing.