Location Intelligence is all about data that radiates from both places and people. What are best practices in utilizing it in localized brand marketing? We tackled this question in a series of case studies at L25.
Case Study: The Value of Geospatial
Geospatial is one of the key ingredients in local marketing. Where does the data come from, what are best practices in using it, and what are key considerations in the age of privacy?
Speakers
Donny Dye, PlacerAI
Erik Carlson, GroundTruth
Key Takeaways
- Location Intelligence can be used for several aspects of localized brand marketing.
- It can be used to target specific messaging and promotions to the right individuals.
- It can be used to profile audience segments to then be used in marketing campaigns.
- It can be used to track post-impression behavior and foot traffic to attribute effectiveness.
- And all these factors have to comply with privacy best practices – a delicate dance.
- Players like GroundTruth and PlacerAI have built intelligent systems around all the above.
- And they have real-life case studies and success stories to validate their efforts.
- For example, PlacerAI-powered agency TRUth Advertising’s ability to help its client Liberty Tax Service segment its customers, then message them in ways that boosted appointments by 22 percent while spending $2 million less.
- GroundTruth meanwhile utilized its location engine to help Gary’s QuickSteak achieve a 30 percent revenue lift. The key here was multi-platform coverage, reaching audiences in a location-informed way across Mobile, CTV, and Audio.
