Find People in the Real World with Geo-Data

Geo-data is a powerful intent-based marketing tool that helps marketers find people in the real world. By utilizing this tool, marketers can discover informative consumer insights that can be used for campaigns and other initiatives. Geo-data has various uses from product or service marketing, recruitment campaigns for job openings, driving traffic to a physical store, seeing which competitors you are losing your customers to, and so much more.

In this blog, we’ll explore how geo-data works and the benefit of using it for your marketing initiatives. 

How Geo-Data Works

Geo-data is made up of a few elements that when combined, provide marketers with useful consumer insights. This tool uses geo-fencing, mobile ads, and location coordinates to find where people are spending their time whether that be at home, work, their favorite store, and more. Geo-data can also help us understand how far people are driving to get to a specific target area and if they are going to competitors. 

Here's how it works:

1. We polygon (geo-fence) your designated target areas to find your potential target audience. This may be your store locations or other areas such as competing stores to understand where your potential target audience is going. For example, we can even target areas such as golf courses to learn which of your potential prospects play golf for relative campaigns. Or target dealerships to discover who works there to then target them with recruitment marketing.
2. When the prospect enters the geo-fenced target area and uses their mobile phone to visit a website or app, they will be served an ad. When the ad is served, a unique ID is pinged off their phone showing us where they were when they got the ad. Their location is collected through latitude and longitude coordinates down to the square meter.
3. Using their location coordinates, we define who they are – where they live, work, shop, etc. We can determine if the location is their home, work, store, or something else based on the time of day and how long they spend there. For example, if a person uses their phone and is served ads at a specific location from 9 a.m. to 5 p.m. five days a week, we know they work there. Similarly, when their unique IDs are pinged at a location from 6 p.m. to 10 p.m., we know they are browsing the web or using apps while at home.
4. Taking these physical intent insights, we apply additional data to the collected information and remove people who are not ideal targets. We then use this specific data set to market according to the campaign goals. Taking these steps helps us create a highly targeted list of potential consumers to target, meaning there is a higher likelihood of response and ROI.
5. We can then serve an array of 1-to-1 omnichannel ads to the consumer including TV & audio streaming ads, display ads, mail, and more. So, if you used geo-data to see who works at competing dealerships, you can then send these employees recruitment marketing to notify them that your dealership is hiring.

Benefits of Using Geo-Data

By using geo-data, we can determine where a person works, lives, shops, and more based on their location coordinates and phone activity while in a designated area. With 100% location confidence, we can precisely target them with marketing, reducing wasteful advertising spending. Because geo-data uses location coordinates, this tool is 100% cookie-free. This benefit stands out at a time when third-party cookies are being banned. Plus, we can layer our data with yours to create a highly targeted data set using a person’s ground truth to accurately market to.

With reverse targeting, we can match mobile advertising IDs (MAIDs) to a physical address through the phone’s IP address. This provides extreme precision and allows us to bypass cookie-based fraud and serve ads directly to the devices in that household within 24 hours. By anonymously tracking real behavior in real-time through MAIDs, we reach real people and serve the right messages directly to their respective households without the use of cookies.

Find People with Intent-Based Geo-Data

Start finding potential customers based on their real-world behaviors. Ross will help you leverage this technology in a multitude of ways to find your best prospects and target them with 1-to-1 omnichannel marketing. Contact us to learn more about the endless capabilities of geo-data.