What is location intelligence ?
Location intelligence refers to electronic environments that are sensitive and responsive to the presence of people.
In a location intelligent world, devices work in concert to support people in carrying out their everyday life activities, tasks and rituals in an easy, natural way using information and intelligence that is hidden in the network connecting these devices. As these devices grow smaller, more connected and more integrated into our environment, the technology disappears into our surroundings until only the user interface remains perceivable by users. Location Intelligence is the capacity to organize and understand complex phenomena through the use of geographic relationships inherent in all information. By combining geographic- and location-related data with other business data, organizations can gain critical insights, make better decisions and optimize important processes and applications. Location Intelligence offers organizations opportunities to streamline their business processes and customer relationships to improve performance and results.
Location intelligence is the new cookie!
Collecting data has always been difficult because mobile does not support third-party cookies that travel easily across the ecosystem, allowing for straightforward tracking and data-gathering. #hozpoz - That’s where location-based mobile technology comes in. It gives marketers new ways to identify and track mobile audiences, and with the aid of algorithms, it can also group them into behavioral and demographic segments for targeting. A mobile phone’s location can be easily determined through the network or, where installed, through GPS. There are many opportunities to use this information to provide services based around the location – retail, traffic and travel are easy examples of successful applications in this area. The downside with these services are the cost of determining and phone’s location due to charges made by phone networks plus cost translating the post code into a map position.
What is the real value of location intelligence?
The real value of location data lies in the context, what it tells them about who that person is. Instead of trying to deliver offers to the right person at the right place at the right time, which is a hugely challenging proposition of questionable effectiveness, you should be using that data to drive behavioral targeting for every impression you deliver, wherever you deliver it. Location data has long been seen as the key to increasing mobile advertising spend, which hovered at $4.06 billion in 2012, according to eMarketer. The idea is that we could use the shifting location of a smartphone or tablet to target specific ads to consumers based on their real-time location – for example, showing a consumer a Nike ad within their favorite mobile app at the moment they’re walking by a Nike store.
Location intelligence provides easy ways to:
- acquire new mobile customers
- welcome your mobile customers
- increase mobile engagement & conversions
- retain your customers with mobile
Location intelligence helps you
- expanding consumer base
- increasing consumer loyalty
- providing a relevant service
- selling something via mobile
Your Mobile Website is the Backbone of your Mobile Strategy
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