Using Location Data

By Robin Cronan, 8th July 2015

Marketing Datafication No.3 investigates the innovative way in which organisations are gathering and capitalising on customer’s location data to provide customers with instant messages, promotions and discount coupons to increase engagement and sales revenues.

With the rise of mobile devices comes new opportunities for savvy marketing professionals looking to exploit new sources of data.

WiFi and roaming data services means many users of mobile devices include location data when they engage online. This location data enables marketers to examine extra dimensions of their customer’s lives. This additional insight goes beyond knowing about a customer’s geographical location, it helps marketers analyse and determine their propensity to buy.

Analysis, enriched with location data, allows marketers to undertake sophisticated and intelligent marketing campaigns and actions. With location data you can predict a mobile user’s next move or action based on that location and the content they are engaging with,

says Rob Jones, Director at Qbase.

Location data can be recorded in broad terms, such as in or out of store, but can also be pinpointed specifically to where in a store that person is. By giving marketers this data they can personalise a customer’s experience based on their location.

Of course location data is really only useful if the mobile user is a customer who already has a relationship with your organisation or brand,

explained Paresh Patel, Business Insight Director at Qbase.

The existing relationship means a wealth of data about the customer’s behaviours has already been gathered. Now you are adding the location data dimension. Adding location data to the data you already have about your customers allows you to personalise the shopping experience. Look at the actions the customer is undertaking when using their mobile device, for example they may be searching for items, reading articles or product reviews or watching videos about your products or services. Knowing what the customer is doing, where they are doing it and combining this with historical behavioural data means you can engage customers ‘on location’ and move them along the customer journey to a purchase decision.

Some larger retail chains are installing Bluetooth Beacons that communicate with a customer’s phone to enhance their shopping experience and promote in-store purchases. Whatever it takes to deliver timely, relevant and enticing messages to stimulate purchase decisions. Location data enables marketers to interact with customers in ways that have never been possible before and deliver instant messages with offers, promotions and discount coupons to increase engagement and sales revenues.

Our fourth instalment in our Marketing Datafication series will investigate the power of purchasing data. We will look at how marketers use this data to reduce the time between a customer’s first and second purchases and why this is so important to retailers pursuing long term repeat purchases.

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