Since founding PlaceIQ, we’ve had the privilege to focus on the same fundamental organizational goal for close to a decade: building a new model of consumer behavior from location data. From initially defining and launching some of the first fundamental location data products and concepts such as audience segmentation and foot traffic attribution, to creating the foundation for what has now become an industry – I can tell you that it has been an incredible journey so far…
When we conceived our company in 2010, we were singularly focused on deploying data-only solutions to market. While we felt we had a winning offering, it became clear that we were early on in the evolution of this data – and our customers wanted us to enable media-centric solutions to gain access to our data and capabilities. So, at the time we did just that: we launched a set of PlaceIQ managed media solutions as the primary path to market for our data.
In the ensuing years, the long promised rise of programmatic buying, combined with brands and agencies starting to use our data far more actively for real business ROI had begun to happen at scale (finally!). In observing that trend, we knew that the original data-centric model for PlaceIQ had finally come of age – and we enjoyed a highly successful relaunch of our suite of data-only products.
During this journey, we learned -of course- that the one constant is the ability to adapt to change, especially in an industry like ours. With the momentum of our data business in clear evidence, we believed that focus on a singular business model was going to be key.
So, we are very excited to announce that effective immediately, PlaceIQ has entered into a strategic partnership with Zeta Global to not only enrich their myriad of marketing touch points with PlaceIQ audiences, measurement and analytics – but to also transition our managed service media offering to them in order to align it with a world class data-centric media activation platform.
What does this mean moving forward? Think of it this way: if you are a client of PlaceIQ managed media solutions, effectively little will change. You will be working with the same people and technology, but it will now be supported by a much larger organization with additional resources and capabilities to deliver not only location aware media activation, but many other customer experience touchpoints too.
In so doing, PlaceIQ returns to its roots: we are 100% focused on delivering superior data solutions into the marketplace – back to our original model and our core DNA of innovating with data. We started the company with a vision of enabling our customers to genuinely make better business decisions and drive real measurable ROI with location data – both inside and outside of the marketing realm – and I’m utterly delighted to say that we are delivering on that vision in a sustainable and repeatable way with many, many customers. We have reached the day I originally envisioned where deploying location data is not just a marketing tactic, but a fundamental omnichannel business tactic that truly is changing the way companies are doing business. Observing what our teams, both past and present, have collectively accomplished toward this goal is humbling indeed.
I conclude this message with a big thank you to our customers, partners, employees and investors for all believing in the long term vision of the power of location data, harnessed in a privacy friendly manner, to change the way organizations do business. Our whole team looks forward to continuing to drive the industry forward throughout 2019 and beyond.