The idea that data should be at the core of all marketing strategies is not new, but for those who depend on in-store attribution for profitability, data plays a unique role in bridging the online to offline customer experience.
In an effort to give marketers more data-driven ads, Snapchat has entered into a deal with Foursquare to give more precision to its location-based geofilters. Snapchat advertisers will now be able to harness the power of Foursquare's data when creating and evaluating geofilter campaigns. Foursquare’s data spans more than 90 million locations, making it an invaluable asset to any social media platform or marketing campaign.
Location data is extremely valuable when it comes to understanding local customers and creating strategies for engaging them and providing relevant, valuable advertisements to draw them in. Mobility has changed the way that marketers can understand and interact with digital audiences, and it has given a whole new meaning to online-to-offline attribution. Using a smartphone’s GPS data to geographically target audiences has become critical to the success of creating local customer profiles and targeting local prospects with relevant and value-based ads. Today, Foursquare's Mark Kwak talks about how brands can better understand their audiences by maximizing the power of location data with Reza Qorbani of Qualia/BlueCava and Alex Levin of Circulate, moderated by Greg Sterling of the Local Search Association.
There is a vast kingdom of data out there, and fortunately it is readily available for both brands and consumers to obtain. In fact, it has never been much of an issue for marketers to acquire this “big data”—rather, the issue lies in knowing how to integrate this valuable data in ways that benefit your marketing strategy.
An additional challenge many brands face—especially multi-location businesses—is how to measure their brand's online presence and benchmark their efforts against competitors. Being able to effectively and accurately evaluate your brand online can provide great insight into how your business is performing both on a national and local level.