The Covid-19 pandemic and following global lockdowns were devastating for the retail industry. Activities like shopping and leisure quickly fell as people’s focus shifted to dealing with a pandemic. Essential retail like grocery, drugstores, and homeware had to adapt quickly to accommodate the needs of the hour, while non-essential retail segments of fashion, sports, beauty, luxury, etc. went into complete disarray.
Location data is collected from multiple sources of varying quality GPS signals from mobile devices, beacons, and WIFI connections, the notorious Bidstream, and more. In most cases, even genuine location data cannot represent the entire population of the region. This discrepancy can be attributed to smartphone penetration in the country, app-specific demographic variations, hardware inconsistencies, and sources of location data.
To perform meaningful analysis that accounts for mobility patterns and other trends in a larger region, data scientists use projection models to make an accurate estimation of a region’s population and normalise data counts to fit the use case. This is called data extrapolation.
Whether you are an agency or a business with an established in-house marketing team, your goal is maximising ROI on your marketing and advertising spending.
Mobile location data can help achieve your KPIs, especially in offline marketing. Using area-based insights you can make profitable marketing investments to improve brand visibility, gain new customers, or increase visits to a physical store.
Geolancer, one of our biggest launches of the year, is the cornerstone of our long-term POI data strategy. Geolancer went live a little over a month ago, and it is time to look at the results.
The intricate web of connected devices and applications produces a lot of location data. Used in the right manner, accurate and timely geospatial intelligence can be leveraged to boost operational efficiency, improve government and public services, increase marketing and advertising ROI, and expand services to underserved areas.
CHECK OUT OUR LATEST EBOOK
