HOW TO USE POI DATA TO POWER LOCATION-BASED ADVERTISING

Location-based marketing has evolved over the last several years, with marketers finding new ways to segment their customers and target them according to where they are inreal-time. Location-based advertising is extremely effective at targeting specific customer segments who appreciate getting brands' sale offers instantly. Some of the main types of location-based marketing are as follows:

·       Hyper ContextualTargeting

This location-based advertising is an effective way for advertisers to connect with the right consumers, and the hyper contextual data will be meaningful toward site target audience activation.

·       Geofencing

Geofencing allows advertisers to make use of the virtual space around a physical location.It either creates an area radius or polygon depending on what is required by the client. Geofences can be set up around very large areas such as shopping malls, universities, and airports which will notify when someone enters that zone/area in real-time. It also targets certain users based on their previous behavior (online and offline) towards brands they have shown interest in. Many geofencing advertising companies provide geofencing services.

·       Geotargeting

Geo-targeting, also termed location-based targeting, refers to delivering ads to people who have visited a specific location. Geo-conquesting is another condition that uses location-based data to find a brand’s competitor. The given technique is used to promote one’s business offerings to their customers.

·       Point of interest / Place of interest (POI) data

POIs are key locations that encompass the behavior of visitors. They provide mobile targeting location data for mobile applications and online maps, supporting digital mapping or routing products. POI data can also help validate databases in different areas worldwide by providing information about important landmarks to identify where people go when they visit certain places. Governments and businesses use POI data to discover patterns that will help them make highly targeted and data-driven decisions. Consumers or end-users can also utilize this information to find a store they are interested in visiting, pinpoint an accommodation of their choice on the map, or even notify emergency services if needed.

POI DATA AND LOCATION-BASED ADVERTISING

With POI data, marketers can easily target customers with great accuracy. POI data provides audience intelligence for advertising which reveals insights about customer preferences. It allows advertisers to plan a strategy targeting their customers at the right time and place with relevant advertisements. POI data is important for out-of-home campaigns because it allows advertisers to send location-based ads that are relevant and can be used to drive customers back into their stores. If the POI data is inaccurate or incomplete, it will be useless in planning an effective marketing campaign as irrelevant messages go out, which wastes money and diminishes brand equity.

*POI data target the right audience to improve ROI

*By using point of interest data, you can gain insight into where people spend time in certain areas.

*It is also helpful in strategizing how to place ads so that they reach a specific audience.

POI data is a type of 1stparty data marketing as it refers to customer-generated information. It includes the product and service consumption habits, location history, demographics, or preferences. This data is useful to marketers in conjunction with other contextual variables such as human mobility, sociological dynamics of a region, or over a period to create ads more relevant for their customers. Plus, it reduces ad wastage at the same time by building meaningful structures that enable analysis and planning. Many use cases and applications exist for POI data; it is used in various fields, including urban planning and architecture, distribution chain management, and transit supervision, among others.

Mobile proximity marketing is another type of marketing that helps businesses reach consumers at the right place, time, and personalized content. It works best when combined with powerful location technologies such as Point-of-interest data, advertising strategies, and tools. Users and businesses require up-to-date, precise locations to locate relevant services. POI data is critical for businesses to connect with their customers and provide navigation assistance. They use it,for example, to deliver or pick up a package and assess competing outlets before expanding into new neighborhoods. Users also use this location-based information in the moment of need, such as finding emergency services and retail outlets.

HOW TO REPRESENT POI DATA EFFECTIVELY?

The POIs can be represented on a map in different formats with detailed information about their attributes. Attributes of a POI include the physical location and its spatial relationship to other places around it.

*Coordinates

Coordinates are the geographic locations of a place. There are many ways to find the geographic location of a POI; one way is by using latitude and longitude (Lat/Long), which is present in GPS-enabled devices or satellite-based mapping services like fitness trackers. A Lat/Long Boundary can be created by utilizing numerous coordinates.

*Postal Codes

The postalcode, or Pin Code system, has been used for over a century to help mail carriers know the location of places. POIs can be represented using their physical address, including a government-assigned Pin or Postal Code. The postal code system was initially used to help mail carriers sort and deliver mail efficiently but became widely used as a place of interest.

*Geohash

Geohash is anew geocoding system invented by Gustavo Niemeyer that allows users to pin point locations anywhere in the world using alphanumeric strings. It uses grids for spatial indexing that divide the globe into tiny squares, with each additional square increasing accuracy and precision. One of its best features includese liminating unwanted areas beforehand so you can focus on your true targets asit divides larger areas into smaller squares or even points depending on how large an area needs to be covered upfront. Entering the lat/long method is more time-consuming and expensive. This new update allows for faster geofencing than using latitude and longitude, saving businesses both money and time in their day-to-day operations.

*H3

Instead of rectangular grids, H3 uses hexagonal grids to optimize ride-sharing by visualizing and exploring spatial data. It's developed by the popular ride-hailing app Uber for efficient radial lookups best suited towards the system.

EXTRACTION OF POI DATA

One of the ways to get data about points of interest is by scraping it from particular websites that may be in the category your interested in. Some businesses use audience location measurement tools that extract geospatial information directly into a file or database, but this is discouraged because these websites will actively block them with stop gap measures such as blocking their IP address. Overall this method has some major limitations. For one, acquiring data from POI sources is time-consuming and labor-intensive; for big projects that require a larger amount of data to evaluate, these methods are not ideal. Data acquired through POI also requires heavy prepping before analysis can occur.

Businesses and places are responsible for the accuracy of the information in location engines like Google Maps. If businesses and places do not update their data points, there is inconsistency in datasets introduced by inaccurate location data.

Location data providers record locations pinned by users and use that information to create their POI records. However, the accuracy of geographic data provided depends upon several factors such as hardware performance, permissions from the user for certain apps to track them accurately, and precision settings within an application.

Commercial businesses such as restaurants and hotels require their location to be registered with the government. These postal addresses act like POI datapoints, which can form a dataset. Some companies and location data providers employ workers to maintain these locations physically by moving around cities using smartphones running apps built for this purpose. Additionally, to guarantee the accuracy of both old and new information they find along the way, they add new locations orverifying existing ones. Compared with other methods that do not use human input, this method is more accurate because it promises an ample supply of updated POI information over time.

HOW DOES POI DATA HELP TO BOOST LOCATION-BASED ADVERTISING?

1.     Get the right insights:

With the help of business intelligence and data analysis, point-of-interest (POI) data provides you with detailed insight into the geographic location. It gives businesses an edge when it comes to developing their products or services in new markets.

2.     Analyze the riskfactors:

Accurate POI data can save you from facing future issues and help prevent risks like floods, landslides, and fire. If the POI is not accurate, it may identify the wrong site or customers, which could lead to falling in such risk putting your business at a higher risk of failure.

3.     Know the location demand:

Business intelligence is important in any industry when it comes to an understanding of where the market will be, what people want out of that business, and how much they are willing to pay for said product or service. For example: if I'm opening a restaurant downtown, but there aren't many residents within walking distance (the target audience), my investment might not make sense. On the other hand, POI data provides enough insight into populations of potential customers, so you know who wants your product/service and whether or not they're able/willing to buy it at an optimal price point relative to competitor's prices!

4.     Target advertising accurately:

With geofencing, businesses can send targeted ads or messages to customers in a certain area. It is done through POI data which enhances the customer experience by sending out coupons and promotions and increasing sales rates and overall satisfaction.

5.     Get the right information on the assets:

POI Database helps you locate all the properties in a specific location, including land and buildings. It provides information about government and non-government assets with their names, pictures, and exact geographical locations to give you an accurate idea of your surroundings.

6.     Understand the competitors:

Companies use POI data to gather insights about competitors. It is important when entering the market, and it also helps make tactical business moves that they may not have considered otherwise.

7.     Plan ahead for expansion strategies:

By utilizing geocentric location data, business intelligence and data analytics can gain insights into its competitors and customer demands. It enables them to expand their locations based on the available POI information.

8.     Know the customers:

POI data is the perfect source of information to create an effective customer targeting strategy. This type of data helps advertisers more efficiently target their ads based on people's interests and needs. With this information at hand, behavioral-based audiences can be created, which will help with ad optimization, such as click-through rate(CTR) and conversion rates.

9.     Communicate with the customers:

POI data of customers can keep the business run high as the irinterests change frequently. Audience intelligence tools help trigger audience activation by providing a unified view of the customer, putting collected data into action,and providing behavioral insights about audiences' behavior patterns.

10. Stay ahead of the trends:

What is foot traffic data, and how is it related to POI? Foot traffic data (also termed footfall) shows customer trends. It is related to the point of interest (POI),which can help you know the new direction and impact your store. Foot traffic data is important for businesses because it helps them know what customers want to produce trusted footfall information with POI. POI also helps produce trusted foot traffic data that reflects customers' entry.

PARAMETERS FOR RIGHT POI DATA VENDOR

Ø  Coverage

POI data providers are encouraged to assess the coverage inregions, states, and cities. They should purchase updated numbers from POIs they would like their customers to have access to. It will ensure that businesses looking for these points of interest can find them without any issues or delays.

Ø  Accuracy

It is critical to your evaluation to ensure the quality of Point ofInterest (POI) data. To assess the accuracy of POI data, you must first know how POI information was collected and verified by a specific vendor. You can create a reference dataset with accurate Point Of Interest coordinates to compare when sample POI location data are sent during an evaluation period.

Ø  Recency

The physical world is ever-changing, affecting the accuracy of inferences made from the Point of Interest (POI) data. Although some POIs, such as historical monuments or beaches, are unlikely to alter, shopping malls might relocate or close. Moreover, outdated points of interest like these could lead to false insights. So it would help if you asked vendors questions about how frequently their database is updated with new information from businesses. that last time? How long does it usually take to produce an update after receiving any changes from companies/businesses?

Ø  Collection & Verification

POI data can vary in accuracy and freshness. The quality of POIs is determined by how the provider collects their information and maintains it; itincludes whether user-generated or web scraping, which tends to be older than manually verified sources because they're not as reliable for frequently updating as other options are capable of regularly doing, such as those who work full time at companies that produce this type of content exclusively.

More Articles

April 14, 2021
Intuizi for Data Streamers

Do you ever wonder how much more effective your business could be if only there were multiple additional data sets that could be attached to each customer record, (in a legally compliant manner)?

Dave Katz

August 11, 2020
Why do you need First-Party Data?

If you are not using your first-party data you may be missing a great opportunity.

Jeff Pescatello

April 14, 2021
Retail Trading Areas & The Post-Cookie World

The key is looking at the smartphone as a consumer avatar: capturing and analyzing the device’s behavior as representing a consumer, without the ingestion of any privacy/identification data.

Karlin Linhardt

may 14, 2013
Intuizi for Marketers

Intuizi works with owners of consented first-party data who encrypt that data, strip it of all PII, and push the encrypted data into our platform.

Dave Katz

may 14, 2013
How to Lower your Facebook Custom Audience Targeting Cost

What if there was a way to get all the benefits of hyper-targeting without having to pay Facebook the extra CPM fee for the custom audience?

Jeff Pescatello

may 14, 2013
How To Use POI Data To Power Location-Based Advertising

Location-based advertising is extremely effective at targeting specific customer segments who appreciate getting brands' sale offers instantly.

Request a your
Demo Today

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.