An idea has been percolating for some time at PlaceIQ for figuring out where customers go when they stop visiting a store. Today, the company is revealing its LandMark data product, which is intended to help marketers understand changes in consumer behavior that relate to location — such as shifting their visits from one store to a rival brand.
PlaceIQ is a provider of audience, behavior, and visitation data. CEO Duncan McCall — who will be joining us as a speaker at Street Fight Summit on June 12-14 — says with LandMark his company can now tell clients where they are losing customers and who they are losing them to. The idea is to make sense of location and movement data in ways that advertisers can use, he says.
Beta users of LandMark include Ansible, Havas Media, and Gas Station TV. The platform helps marketers with decision-making on their media activations and see comparisons of foot traffic between their locations and their rivals.
LandMark can discern whether or not a person actually visited a store versus simply being in the area. That is one of the ways McCall says the software is different from proximity marketing. He says LandMark queries datasets PlaceIQ has collected over time and analyzes relationships among those datasets. In the US, he says his company sees where some 165 million anonymous devices go, and connects that location information with related household data, work data, television viewership, and data on retail purchases. Through LandMark, McCall says, brands can ask complex questions to gain clarity on customer behavior and patterns that relate to movement and location.