How Geolocation Insights Provide Direction for Marketing & Business Strategies

How Geolocation Insights Provide Direction for Marketing & Business Strategies

From turn-to-turn navigation apps and social media platforms to personalizing services, geolocation technology has become an everyday tool for marketers and businesses.

Geolocation uses GPS (global positioning system), IP addresses, Wi-Fi positioning and other location technologies to identify and track the whereabouts of connected electronic devices. For example, geolocation is used in the financial services industry to help prevent fraud. Consumers enjoy the convenience of getting information when asking for restaurants or gas stations “near me.”

Causeway Solutions partners with industry trailblazers, such as Placer.ai, to offer geolocation insights to our clients. Using these advanced innovations, we deliver remarkable visibility into consumer geolocation analysis. The information collected from this tool is based on the tracking of mobile devices entering a defined location with anonymized aggregation, then is deployed to generate a more comprehensive view of visitors.

Consumer Privacy is a Priority

The data we receive is stripped of identifiers, such as mobile advertising identifiers (“MAIDs”), names, contact information, and other persistent device IDs. This data is anonymized. While it can be helpful in generating an analysis of a site or competitor’s sites. It cannot be collected, profiled, or activated at an individual level.

Comprehensive Geolocation Insights

Turn to Causeway Solutions for comprehensive geolocation insights to strengthen your marketing strategies, including:

• Customer Visitation - Get accurate foot traffic counts and dwell time – filter by time, day of week, and customer segments. Understand how promotions, holidays, seasonality, and events impact business.
• Trade Areas - Discover True Trade Areas – where customers live and work. Focus marketing budget on ideal customers and forecast how new tenants will impact your reach.
• Customer Insights - Analyze aggregated customer demographics – income, gender, and other favorite shopping spots. Better understand target customers to optimize engagement.
• Competitive Benchmarking - Compare performance against local or distant competitors – providing complete transparency. Measure market share and regional dominance over time.
• Industry Trends - Industry analysis reveals emerging brands and trends, by category and region. Leverage new market insights to build data driven strategies.
• Area Analysis - Detailed insights into what is happening in the vicinity of a property, including traffic volumes for road segments, crime history near the property, and a view of nearby real estate development.

Visibility for Consumer Foot-Traffic

We provide an unprecedented visibility into consumer foot-traffic to empower business and marketing decisions. Here’s how we can support key business categories:

• Retail - Get foot traffic data for any retail property, including visitation over time, trade area, brand, demographics, and more.
• Shopping Center - Gain insights into a shopping mall or retail center’s visitation, trade area, cross-shopping, ranking, and more.
• Brokerage Firms - Identify ideal properties, win the representation, and drive the transaction.
• Municipalities - Identify opportunities and measure success with foot traffic insights for government and economic development leaders.
• Finance - Mobile location data for active discretionary and systematic investors. Break down visitation over time, trade area, brand, demographics and more.
• Hospitality - Attract high value customers, learn from your competitors, and make the best strategic decisions with our foot traffic insights.
• CPG - Make more informed offline decisions. Better understand your audience, reveal offline performance, and break down online to offline impact.

Audience Profile with Customer & Marketing Research

Here’s an example of an Audience Profile that includes customer and market research. For Pinewood Social, we provided a competitive analysis between Pins Mechanical and Sycamore Brewing, which included:

• Overall metrics of visits, visitors, visit frequency, and visits year over year.
• Visits Trends
• Visitor/Audience Profile Comparisons
  - Summaries including demographics (income, education, ethnicity, household size)
  - Visitor journey including prior and post visit.
  
• Visits by Hour
• Length of Stay

From leveling up customer experience to gaining operational efficiencies, geolocation insights can provide direction for marketing, advertising and business strategies. Learn more by contacting us at [email protected].

Thérèse Mulvey is Vice President of Strategy & Insight at Causeway Solutions, a leading provider of Acquisition Analytics and innovative data services. Thérèse has worked in media, including television, newspaper, direct mail and digital, where she successfully translated consumer data into insights that address key business issues. She has over two decades of success driving profit, growth and market expansion through the strategic optimization of marketing analytics, research and business development. Causeway Solutions empowers clients to make smart, timely, data-driven decisions through real-time consumer insights to better reach target audiences. Learn more at CausewaySolutions.com.

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