With the proliferation of connected IoT devices and intelligent assistants, marketers have more data to make sense of than ever before — but location is still the glue that can help answer the classic brand question: Where do customers really go, and what do they do there?
“When you start providing services to people across a multitude of new devices, location is one of the omnipresent forces that gives [that interaction] context,” said PlaceIQ CEO Duncan McCall. “Everyone now knows from smartphones and their applications how important location is. But I do still think there’s still a massive challenge there to have this universal, contextualized dataset that makes sense across different devices that’s also keyed to location.”
At Cannes Lions, McCall and Nadya Kohl, EVP of business development at PlaceIQ, talked to GeoMarketing about the official launch of PlaceIQ’s LandMark location offering — and the challenges of making sense of universal data sets.
GeoMarketing: At Cannes, the application of location data — from smart cities to IoT — has been a hot topic. How do you see the state of location marketing today? Has understanding of the space gone mainstream?
Nadya Kohl: For us, it has always been about the eternal quest to understand the customer in a 360 degree way. That has become, at this point, a big cliché — but [that means] everyone is finally talking about it.
Back when we started out, the key ingredient that was missing was, “What does the customer really do?” Location data answers that question. Today, people see that.
Duncan McCall: The latest iteration, really, is that we now see the data is powerful enough. The power of location is that it’s a connection between people, places, and things — and it [gives us] a dataset that can be queried in a multitude different ways.
Really where we see it going now is that we’re starting to get to do many of the things that we dreamed about — in which is location is an all-channel enabler, right? It’s not just about doing something mobile; for us, location is not mobile data. It’s consumer data. It happens to be keyed to a device, but it now can be keyed in a priority-friendly way to display, to video, to social. To audiences in SnapChat. You can push it into Facebook. And television: We also work closely with comScore, so from Addressable TV, to linear TV, to out-of-home, there are a whole other multitude of applications.
I think the really exciting thing we see in the market now is this level of intelligent adoption of location [and understanding of what it can provide] that really has taken a long time. We’re there now. And that’s part of what’s behind the launch of LandMark. (more)