For years, marketers have tried to find ways to connect with mobile audiences. After all, mobile web traffic accounts for about half of all global web traffic. By not advertising on mobile devices, marketers are missing out on half of the world’s advertising opportunities.
So, how do you connect with users on their mobile device? Or, how can you measure whether you already have reached these users?
For those who advertise an online product, tracking conversions should be fairly straight forward. But what happens when you have a brick-and-mortar location? Or if you are trying to track receptivity after a certain event?
These types of conversions can be rather difficult when it comes to measuring campaign success. On the one hand, the advertisement might have successfully converted the shopper, but you would have no way of knowing that they went in-store and made a purchase. That is unless the store completed a survey for you. Even then, you can’t identify which mobile device converted. This tells you nothing about your audience, their behaviors, or their receptivity to a given advertising campaign.
How Can OnSpot Help?
All this confusion changes with OnSpot. OnSpot Data works directly through the mobile ad IDs (MAIDs) of mobile devices that have opted in for advertising. It then collects geospatial data on user behavior that is completely ethical and reliable.
The OnSpot platform can pull up this data for you and can be customized based on your marketing needs. It is translated into an easy to use and accessible visual platform. Your company can use this geospatial data to improve customer relationship management (CRM), enterprise asset management (EAM), enterprise resource planning (ERP) and business intelligence (BI).
There is no single “right” way to use OnSpot, but there are several ways in which this data can propel your company forward.
This article will describe 1) the type of data that we collect, 2) the capabilities of the online platform, and 3) the best ways that OnSpot data can be used.
What Data Does OnSpot Data Collect?
OnSpot data is an engineering-focused team dedicated to the organization of geospatial data analytics. Our tools put complex data into clear visuals and trend analysis so that users can understand potential consumer buying patterns and buyer personas.
OnSpot data is largely collected through third-party sources, including SDK and Bidstream data, to identify Mobile Ad IDs. This achieves the best balance of breadth across a large number of devices and depth of observations per device. With this data, your team can gain actionable insight that is focused on niche audiences by identifying both offline and online usage patterns and measuring campaign responses. The types of dataset collections range from accurate foot traffic around certain locations to segmenting audiences based on geographical mapping, demographic segmentation, and more.
Capabilities of the OnSpot Data Platform
Before we can break down how our data can be used, it’s important to define a few of the platform’s characteristics.
Geoframing:
Geoframing maps latitude-longitude data. It draws a polygon around an area down to the meter. It then reads the data from mobile devices that were at that location during the time allotted.
Geoframing allows users to customize an audience based on location and time and is more accurate than surveys or cookies because it speaks to the offline visitation of a mobile device (i.e., person). Our data is historical in nature and does not look at real-time movement, but movement up to twelve months in the past to protect individual privacy.
Mobile Advertising Identifiers (MAIDs):
A mobile ad identifier is an API that is assigned to a mobile device. This string of digits is a unique identifier for that mobile device, and it allows advertisements to be sent to that device based on the data from that device (i.e., stores that a person shops from, unique retail preferences). The mobile ad ID only allows communication through the API for advertisement purposes.
Attribution:
Attribution (also known as multi-touch attribution) is a type of behavioral marketing technique that refers to the identification of user actions, also referred to as events or touch points, to determine an outcome, like conversions. By measuring attribution, marketers can understand the order that an individual is influenced and the type of behavior that will be engaged. The most common types of attribution are single-source attribution (or single-touch attribution), fractional attribution, and algorithmic or probabilistic attribution. Attribution is usually used to measure the success of campaigns on conversions.
Location Analytics:
Location analytics allows a company and its marketers to gain insight from geographic data. The geographic data measures things like assets, the nearby infrastructure, types of transportation in the area, and relational environmental data. The data can be focused on a physical businesses, but it will also pay attention to the nearby neighborhood and the people who are close to the building.
The Best Ways that OnSpot Can Be Used
While OnSpot’s data can be applied in a range of analytics, there are three main areas where it excels: digital mobile audience creation, attribution, and location analytics.
Digital Mobile Audience Creation
Through the online platform, you can draw geoframes around any location of interest. This will allow your team to see how many people visited a physical location over a specified period of time. This information can be compared against certain events, timelines, or relational data so that your team can identify the types of audiences that your marketing campaign is or is not speaking to. Build your digital mobile audience with accurate and detailed data.
Geoframing not only allows your company down-to-earth insight on whether or not a campaign is effective, but it also can help you to tailor your marketing messaging to your audience and/or customer personas. This can even be moved past the actual geoframes and can be further expanded to capture regional, national, or even category-based audiences.
Use geoframing to gauge whether your mobile ad encouraged individuals to walk into your store, or to see whether the perception of your company changed. You can also A/B test against the geoframe data to categorize audience groups.
Attribution
With access to anonymous foot traffic, your team can use this location-based data to support regionally-focused campaigns and to accurately access customer attribution. Attribution is a notoriously difficult outcome to measure. However, with segmented location insight, you can identify what behaviors translate to certain actions, and use this information to develop, grow, optimize, test, and/or report marketing campaigns. By offering solid key performance indicators (KPIs), this data is providing strong evidence for campaign effectiveness, for future-directions, to support funding, or to fuel campaign direction potentials.
Location Analytics
Location analytics, or the ability to gain insight about a given location, can help businesses to determine things like trade area, geographical reach, and audience attenuation. With location analytic insight, you can measure what behaviors visitors assert when at a given spot. This can be a powerful tool used to differentiate your business from your competitors.
If you specialize in content marketing or empathetic marketing, then location analytics can speak to the more nuanced behaviors of your target audience. For example, if your audience always stops into the same coffee shop that day, then you can understand a lot about their habits, geographic preferences, and buying patterns.
This can also be applied to identifying market saturation. If you are looking to extend trade to a certain area, then measuring the density of that area and likely buying behaviors, then you can identify if that area is profitable or not.
Trying OnSpot Today
Hone in on your market audience, establish market potentials, and measure your marketing effectiveness. Visit OnSpot Data today to learn how to:
- Use OnSpot data for programmatic ads with our various DSP integrations, including major social networks
- Use OnSpot data to measure footfall related to a campaign and utilize footfall measurement for attribution
- Use OnSpot data to analyze online and offline visitation behavior
- Use OnSpot data to build a demographic cohort-based on your audiences
