Location Insights - Data's Perfect Ally

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Location Insights – Data’s Perfect Ally
Nick Ballard

Data is the word on the lips of every Australian advertiser. At least everybody’s stopped with the ‘Big’ prefix!

I’ve recently attended several meetings with data as the central discussion point. Our clients and partners have been asking how they can enrich their own data with our location expertise and how they can feed data back into their platforms to better find their audience.

Advertisers globally have long tried to make use of their mass of data to help them reach audience segments or target better. At Blis we believe that one of the most effective and recognised ways of leveraging data is through the lens of location insights. These provide brands and media agencies with audience segments based on where people have actually been – a far greater pointer to behaviour than simply sites they’ve visited.

Connecting the dots

Many brands have a good database of first-party data; information that links consumers to their home addresses or provides further demographics – say that they’re 35 and male. But there’s still a lot left to discover.

By adding location insights to the equation, such as data from browsing habits on an IP where they have appeared over the course of the week, we can make much stronger links based on location evidence and start talking to the person on the best device, be it at home or not. With location data, we can apply an additional contextual layer – perhaps our 35-year-old male frequently visits football-related websites and has stopped by three sports stores over the week.

That sports ad will probably resonate well with him. According to the IAB Australia’s recent Mobile Landscape Report, Location and audience segmentation were the top two targeting uses reported by Australian ad agencies and more than 65 percent of the survey’s respondents said they expected to use these targeting methods more in future.

Firing on all cylinders

“Location” and “Proximity (geo-fencing)” might seem synonymous, but Proximity is only one small application of location insights. A better approach is reaching out to your audiences through a combination of methods that best suit the brand.

Proximity – targeting audiences in a specific geographical area – is a good start. Take it a step further and you realise location data can also help build audience groups or segments based on users’ geographical footprint and digital habits. This then allows advertisers to reach out to a specific group – e.g. mothers, C-level professionals, sports lovers, university students and more.

Advertisers can also re-target ads using location data – for instance, someone who visited a car dealership can be sent mobile, tablet and desktop ads at home.

Blis’ Retail Footfall attribution technology adds another layer of analytics – measuring the effectiveness of a mobile ad by identifying how many customers visit a store as a result of seeing it.

Accuracy is key

Having a wealth of data is a great starting point. Being able to process the data in a meaningful way through location insights moves you another step up the ladder. Or down the funnel.

However, one of the most worrying problems the industry faces is the influx of inaccurate location data from ad requests. These can range from mildly inaccurate to almost fraudulent. In tests conducted by Blis, we noted a user’s stated location could vary from the actual location by a hundred kilometers or more in some cases, depending on data (in) accuracy.

Because of that, filtering out bad data is equally as important as collecting ample location data. At Blis, we’ve created a set of patented algorithms and data filtering techniques to verify good data from bad. Our technology regularly eliminates up to 90 per cent of the location data that comes into our platform – because it’s just plain wrong. We only use accurate data.

Data is a deep well; one that will only get deeper. Focusing on location data to optimise campaigns will, without a doubt, give brands the intelligence they need to reach better-targeted audiences and, at the end of the day, build brand value.

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Nick Ballard Nick Ballard is Managing Director, Australia & New Zealand. Nick is an experienced mobile and digital industry leader who has successfully managed regional business operations and client relationships at digital marketing firms in Australia for more than 12 years.
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2) Greater In-store Sales

Driving consumers into brick-and-mortar locations may also encourage consumers to buy more than they anticipated. It gives retailers the opportunity to upsell consumers so they need to make sure they clearly advertise their promotional pricing, point-of-purchase displays and loyalty programs. Once you have a potential customer in the store, you can push tailored messaging in real-time and create personalized promotions. As anyone that has ever been into a Target retail location can attest – you may go in for one specific item but end up unable to leave the store for less than $100! So only paying when a consumer sees an ad and then visits a physical location reaps multiples rewards for a marketer.

3) Branding Opportunities

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CPV transfers the risk from buyer to partner, so retailers don’t have to worry about wasted ad spend: They’re making a completely risk-free investment. With free branding and zero downside, retailers have nothing to lose.

When Blis became one of the first tech partners to offer the CPV model earlier this year, we sent a critical message to both retailers and the wider industry: We’re ushering in a new era of transparency and accountability in advertising.

Check back again next week when we switch gears to discuss how retailers can use mobile to boost engagement, retention and acquisition.

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Understanding Footsteps to Purchase

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