Where We Go Is Who We Are: Using Location Intelligence to Enhance the Customer Journey
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In 2019, consumers expect to be wowed by their experience with your brand. Yet, many brands still struggle to connect with and engage people in the ways that matter most – throughout the customer journey. Explore how location data – the places people go and events they attend - provides insight into consumers’ true interests and priorities. This “real-world” activity can be used to understand your best customers, find more of them, and inform every aspect of the customer experience. Plus, learn how one brand used location intelligence to reveal their buyer personas and grow their customer base more effectively.
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Where We Go Is Who We Are: Using Location Intelligence to Enhance the Customer Journey
- 1. 1 Gravy Proprietary and Confidential | gravyanalytics.com Building A Better Customer Experience with Location Intelligence
- 2. 2 Gravy Proprietary and Confidential | gravyanalytics.com What do my customers really want?
- 3. 3 Gravy Proprietary and Confidential | gravyanalytics.com • Demographic and online data provide some visibility into consumer behavior… UNDERSTANDING CONSUMERS
- 4. 4 Gravy Proprietary and Confidential | gravyanalytics.com
- 5. 5 Gravy Proprietary and Confidential | gravyanalytics.com • Location data –the places people go and the events they attend - gives you far better insight into consumers’ true interests and priorities THE NEXT STEP(S) IN THE MATURITY MODEL
- 6. 6 Gravy Proprietary and Confidential | gravyanalytics.com BUSINESS TRAVELERS FREQUENT SHOPPERS CASUAL DINERS ATHLETES TRAVELER – LUXURY HOTEL BUDGET TRAVELERS
- 7. 7 Gravy Proprietary and Confidential | gravyanalytics.com PET LOVERS HAPPY HOUR ADVENTURERS OUTDOOR ACTIVITY ENTHUSIASTS MUSIC FANS SPORTS FANS FOODIES
- 8. 8 Gravy Proprietary and Confidential | gravyanalytics.com Gravy Analytics helps companies connect with and engage people in the ways that matter most - throughout the customer journey.
- 9. 9 Gravy Proprietary and Confidential | gravyanalytics.com • Real-world activity can inform the end-to-end customer experience including… Awareness Consideration Purchase Engagement Retention Advocacy MORE THAN AD TARGETING 1st Party Data
- 10. 10 Gravy Proprietary and Confidential | gravyanalytics.com CASE STUDY About Terra’s Kitchen is the easiest and healthiest meal delivery service available Results Increased reach of Terra’s Kitchen standard digital advertising campaigns Validated Terra’s Kitchen marketing strategy and new product development efforts • Gravy DaaS | Mobile Data Match – Match existing customer records to Gravy’s 250MM+ mobile device network • Gravy Insights | Behavioral Analysis – In-depth behavioral analysis of Terra’s Kitchen customers • Gravy Audiences |Custom Audience – Create a custom audience for Terra’s Kitchen based on behavioral analysis Objective Improve understanding of Terra’s Kitchen current customer base in a privacy-friendly manner, in order to identify new prospects and acquire more loyal customers. • Distinct behavioral trends were observed among Terra’s Kitchen current customers – including family status and interests, like dieting. • Created an extended Custom Audience based on this Behavioral Analysis for use in future digital advertising campaigns. • Customer insights were also used to validate new product concepts and inform product development. Key Insights: Gravy gave us deep insights about our best customers, and uniquely identified a much larger, targetable universe that looks just like them. - Stacy Poliseo, Head of Marketing Gravy Solutions: today. The company delivers fresh, sustainably-sourced ingredients that are prepared and portioned in a unique, climate-controlled reusable vessel.
- 11. 11 Gravy Proprietary and Confidential | gravyanalytics.com Gravy Analytics processes billions of anonymous mobile location signals every day from millions of mobile devices to understand where people go and why.
- 12. 12 Gravy Proprietary and Confidential | gravyanalytics.com We translate the locations that consumers visit, the places they go, and the events they attend into real-world consumer intelligence INDUSTRY-LEADING CAPABILITIES
- 13. 13 Gravy Proprietary and Confidential | gravyanalytics.com Gravy’s patented AdmitOne verification engine delivers the highest-quality location and attendance data in the industry THE GRAVY ADVANTAGE REACH Billions of daily location signals from 250M+ permissioned mobile devices EVENTS The largest events database gives context to millions of places and POIs VERIFIED Confirmed, deterministic consumer attendances at places and events
- 14. 14 Gravy Proprietary and Confidential | gravyanalytics.com Matt Jacobson 703-840-8850 mjacobson@gravyanalytics.com
Editor's Notes
- You’re probably asking: “Why the hell did they send the CFO to present to a bunch of marketers?” “What does the finance guy know about marketing?” The one thing all of Gravy’s customers want to know is near and dear to my heart: “How do I attract more customers & make more money from them while spending less?” But really, what our customers all want to know is what do my customers really want? What is important to them? And of course, what can I offer that meets those needs?
- Marketers have long used demographic data to better understand their customers. But let’s face it: one 47 year-old, college-educated male is not like another. In fact, we might even resent being grouped into that ‘standard’ category. Online data can also be misleading. If you relied on my facebook profile you’d think I was looking to go on a luxury cruise- I don’t really like cruises; was in market for new hockey skates – probably my hockey playing 17 year old, and was shopping for equipment for my home gym. “I wish I were the person Facebook thinks I am.” Actually, because of retargeting it’s partially correct – I just replaced the elliptical machine in my house. But my wife has told me that’s it in terms of fitness purchases for a while so I don’t know why they keep wasting their money trying to get me to buy more.
- Now, if you *really* knew what was important to me, it might look something like this: Spending time at the gym Weekend roadtrips to support my kids’ sports’ teams Getting tickets to the Washington Capitals But how would you even get this information?
- You can tell a lot about people’s interests and intentions by understanding the places they go in the real world. When you enrich location data with a 4th dimension, the information about the places people visit and the events they attend - the stores they shop at, restaurants they dine at, the concerts they go to, and so forth – You have a truer understanding of who those consumers are, and what’s really important to them.
- Those avid gym-goers look like ‘athletes’. People who visit stores and malls on a regular basis are clearly ‘frequent shoppers’. Those who visit high-end hotels are ‘travelers to luxury hotels’, while those who roadtrip look like ‘budget travelers’. You get the idea.
- And when you layer on information about event attendances, you can gain even more insight into their interests and passions. Learn about your own customers. Find consumers that are concert goers, sports fans – or hockey or football or soccer fans – cooking-lesson types, or pet lovers.
- Think of it as an offline footprint. There’s a level of commitment in the real world that just doesn’t exist online. We have to really want to spend our time (and probably our money) there. When you understand what your customers really want, you can speak to them in ways that are relevant and meaningful, and you can find others like them.
- It’s indispensable data for every business today. And it’s data that can be used for much more than just digital advertising. Because when you understand your customers’ offline footprints, you can build true customer relationships…that are about much, much more than a click. Use this data throughout the customer lifecycle to: Tailor your website messaging to fit their needs. Identify opportunities for new products and services. Plan the sort of events or sponsorships to reach more of your customers – and others like them. Decide what benefits to offer as part of your loyalty program. Predict what your customers will want to buy next. Figure out where to locate your next store. and so on…
- Terra’s Kitchen wanted to grow sales by engaging with their current customers and expanding their customer base. The sent us their best customers, we matched those customers to MAIDs, ran behavioral analysis and identified 3 profiles (changes to home, fitness & health focus, high spending/self-pampering) of their best customers. We then reached into our audience database to expand their target universe based on those profiles.
- Gravy’s patented Admit One engine efficiently processes and categorizes billions of location signals from disparate location data sources every day. We are a data company, not a media company. Our data can support your marketing, insights or measurement efforts on any platform you use.