Empowering Consumer Data with Location-Based Tracking

In Customer Experience, Data & Analytics, Featured on App, Technology by Christine Lee


In today’s data-driven age, a recent case study on Mazda’s mobile marketing attempt to discover and recognize consumer behaviour demonstrates that more and more brands are looking to tap into the power of customer data through advanced analytics.

To elaborate; Mazda is teaming up with PlaceIQ, a leading provider of location intelligence to find out if an interested consumer has visited a competitor’s dealership, or other big-boxed companies through a simple combination of satellite data and device ID tracking.

Although it may sound a little snoopy, even coming across as a desperate attempt for mining information from unsuspecting customers, Mazda indicated that “When clients get reports on people who visited certain retail locations, they receive top-line categorical data but not personally-identifiable information such as someone’s physical address.” In short, this practice is still well-aligned with the law and not considered to be an invasion of privacy since the collected data is taken from apps with the appropriate terms and conditions.

For example, the data collected can reveal that out of the 400,000 people who visited a Mazda dealership, 250,000 of them were high-income SUV owners and interestingly show that some of them traveled more than 10 miles from home to visit a store.

Shari Kourilsky, director of digital marketing for Mazda added that “With a certain number of competitors we’re actually resonating better than with others. We also plan to work with dynamic creative and serve up relevant ads based on what we know about the consumer.”

And it’s true especially with both brands and advertisers witnessing a growth in advertising dollars through the incorporation of mobile marketing to accurately identify a user’s location and churning real-time statistics in delivering holistic and targeted ads.

PlaceIQ CEO Duncan McCall brilliantly sums it up with, “Location is the biggest indicator of intent since search.”

As the progression of technology continues, do share us with your thoughts on the impact that location-based tracking has on consumer data. Will it eventually prevail as a necessary model for businesses or simply just fade away?

Location based technologies and solutions will also be showcased at upcoming Retail World Asia 2014 exhibition in April 2014. If you’re a retailer searching for such solutions to help you better engage with customers, then you should visit this annual tradeshow. Register for a FREE expo pass by 13 April 2014!

This is a guest post by Hanis Jazil

[Image: Abmuku.com]