A few years ago, marketers touted the promise of location-based ads to zap smartphone-wielding consumers with relevant offers and coupons. Now armed with billions of data points, location firms are keen to sell their stats to let brands analyze the data for themselves.
Seven-year-old PlaceIQ is launching a dashboard called LandMark today that allows brands to dig into the firm’s foot traffic data collected from 165 million opted-in consumers. Marketers can zero in on specific markets and locations to see how many people are passing through a store versus going into a competitor’s stores, for example. Or an automaker can track dealership visits to examine consumers who own a vehicle made by a competitor. PlaceIQ began testing the tool with companies including Havas Media, The Media Kitchen, IPG-owned Ansible and Gas Station TV for about a year before making it widely available, said CEO and co-founder Duncan McCall.
“All this data that we’ve been working to make sense of for the last seven years—if you strip it away and say, ‘what is the ultimate value proposition?’ It’s really this data set that connects people, places and things,” he said. “It’s not just mobile. You can apply it across television, across out of home.” (more)