Welcome to the Location Data Blog!

In the ever-evolving realm of digital marketing, our recent webinar, "Unlocking the Value of Location Data: From Insights to Impact," presented by Quadrant and Onspot Data, illuminated the transformative power of location analytics in advertising. This event highlighted how leveraging large volumes of quality location data, as opposed to relying on smaller data sets and predictive modeling, can drastically enhance marketing strategies across industries. Here, we explore the key takeaways from the webinar.  
 

In today’s rapidly evolving world, Point-of-Interest (POI) data has become the lifeblood for various sectors including retail, logistics, and travel. Whether you are a data scientist creating predictive models or an operations manager overseeing a distribution network, the quality of your POI data can make a world of difference. That’s why we took it upon ourselves to put our POI datasets to the test against two of the world’s largest mapping providers, especially focusing on the dynamic markets in Asia. What we found not only reassures our faith in our data quality but also reveals glaring gaps in some of the most trusted mapping databases today.

The ride-hailing industry is characterized by stiff competition and new businesses are entering the fray every year. By 2026, the market size for ridesharing services is expected to more than double compared to 2021. For companies to thrive in this fiercely competitive landscape, they must optimize their routing systems to expedite pick-ups, match demand, and deliver more rides per driver for maximum profitability.  

Ridesharing services need accurate and up-to-date POI data to function. However, the underlying maps that enable their operations are outdated, and changes in the physical world are not reflected nearly as quickly as needed. A lack of current and contextual information can cost rideshare companies in terms of lost driver productivity, rider churn, and overall operational inefficiency. 

Business Intelligence (BI) and data science companies harness location data to help their clients understand target audiences better. Insights derived from analyzing human mobility patterns can help retailers, FMCG, online services, and many other companies conduct effective marketing campaigns, expand to new areas, measure ROI, find underserved consumers, and more. 

A screenshot of Mapoteca’s analytics platform showing O-D analysis for specific POIs based on mobility data. 

Out-of-Home (OOH) advertising or outdoor media is integral to the multi-pronged marketing strategies adopted by consumer-facing businesses. Research has found that OOH drives more online activity per ad dollar spent than any other media. It is 382 percent more effective than TV, 200 percent more effective than print, and 63 percent more effective than radio ads in driving customers to an online platform. Outdoor media is instrumental for businesses to increase awareness of products and services - both online and offline. The market size is expected to reach US$ 33 Billion by 2027, exhibiting a CAGR of 13.41% during 2022-2027.