As direct marketers, we’ve always taken pride in the power of “location.” Location data for a prospect or customer—a street address in the early days— told us where to mail communications, what people are like demographically and psychographically (cluster data), and even directed what kinds of products/pricing/promotions to include in the marketing mix. All based on a physical location, a home or office address.
2014 technology (Geographic Information Systems, or “GIS”) and a mobile consumer have brought to data-driven marketers a whole different kind of location intelligence, using spatial analytics and mapping to deliver revenue-driving real-time messages contextual to the specific geographic location of a smart device. We will review applications of location data from leading marketers (clients of Pitney Bowes using our Location Intelligence data offerings, included) in the B2C mobile and social media space. A wide array of location data applications to improve classic direct marketing decision making, outside of mobile marketing applications, will be included as well.