Categories
Business

Key Strategies for Protecting Consumer Data in Geospatial Marketing

Marketers have long since stopped catering to the lowest common denominator. Instead, they’re now leveraging the copious amounts of data we create online to find just the right audience for the products they’re promoting.

Geospatial data is indispensable for modern customer segmentation and profiling. What exactly is geospatial data? How does it benefit marketers’ efforts? Why is taking pains to protect such data crucial? This article explains everything you need to know.

What Is Geospatial Data?

Any data that allows one to determine and track the location of a person or object is geospatial. GPS images of a local road network or a Google Maps overview come to mind first. However, different entities can also collect geospatial data on individuals. This can include their place of work and residence but also go beyond.

Some intrusive apps may collect real-time location data on users. The reasons might be innocuous, like showing you the best restaurants or museums in an area. Others could collect more sensitive information like which places you take your dates to or how much you work out and where.

How does marketing benefit from geospatial data?

Location-based customer information is a boon to marketers for several reasons.

They may use it to improve customer segmentation based on habits and activity levels. Such data is also useful in scoping out the competition and tailoring campaigns to account for local preferences better. Given enough time and quantity, geospatial data can help marketers predict and plan for future demand and launch timely, more successful campaigns.

How Can Marketers Safeguard Geospatial Data?

While it comes with a wealth of understanding for marketers to draw on, geospatial data is also rife for exploitation by bad actors. Inadequate protection measures can lead to data breaches and theft, exposing potentially millions of customers and prospects. Even if the data you collect is anonymized, it doesn’t take much to infer more about an individual with their location and movement habits.

Here are the steps any responsible marketing team should take to reduce the risks.

Prioritizing data quality

Geospatial marketing depends on collecting large amounts of data. However, that’s just the prerequisite. Analysis of this data is what yields the insights marketing strategies depend on, so that’s what you should focus on storing.

Even if the strongest cybersecurity methods somehow fail, you can still protect people’s anonymity by not storing any information that could compromise it in the first place. The correct approach is to focus on bulk data, which is useful for uncovering and taking advantage of local patterns and opportunities.

Even so, some marketing efforts are most successful when interacting with people on a personal level. In that case, being transparent and upfront about the data you collect is crucial. Asking for consent and highlighting how their contribution builds trust while also making your efforts compliant with data protection regulations.

Secure access controls

Not everyone in your organization needs or should have access to the geospatial data you do end up storing. Setting up access controls is a way of minimizing threats from malicious insiders. It also ensures that only trusted actors who have business handling the data can interact with it.

Creating a hierarchy with different user classes and corresponding privileges is best. Very few trusted people have privileged access, while everyone else should only be able to view or alter data within the scope of their responsibilities and current projects.

A comprehensive password policy

Role-based access works only if a unique and complex password secures each account. That’s rarely the case if you leave it up to employees since most will reuse passwords or go with variations on familiar favorites that take little effort to guess, for the convenience’s sake.

Implementing an enterprise-level password manager is an elegant and cost-effective solution to this. Its greatest strength is the ability to create and securely store strong passwords not just for geospatial data access but for any account all employees could need.

Besides that, multifactor authentication is an extra security measure industry-leading managers let you set up for each password. It further enhances account security by requiring a separate code alongside the password whenever someone tries to log in from an unknown device.

Data backup

A single copy of something as relevant as geospatial data is a considerable risk. Ransomware attacks are on the rise. A single successful one is enough to make the data inaccessible unless you comply. There’s also the matter of power outages and various hazards that could render the hardware you store the data on useless or inaccessible.

Keeping at least two more up-to-date copies of geospatial data is advisable. One can be on a disconnected physical drive, which will protect it from cyberattacks. Using cloud storage for the other offers access control while mitigating physical risks.

Encryption at rest and in transit

Securely storing geospatial data is important, but not enough. Encryption adds another layer of protection that makes it impossible to make sense of the contents. Even if someone were to steal the encrypted data, it would be useless without a decryption key.

Local encryption takes care of data at rest but is also vulnerable when shared. A marketing team can have members working from home or somewhere else in the world. They all need a secure means of accessing geospatial data and sharing their work, which business VPNs deal with expertly.

Connecting through a VPN ensures encrypted data sharing and complete anonymity. That way, no one can track interactions between team members and wouldn’t be able to benefit even if they could. This one solution is a viable alternative to the safeguards companies set on their main network while protecting anyone using a VPN’s encrypted tunnel wherever they’re connecting from.

Needless to say, market is brimming with a lot of options when it comes to VPNs. Yet, businesses need a thorough comparison before they commit to a provider. In this case, sources like VPN comparison table comes in handy to make decision processes effective and easier.

Conclusion

Geospatial data has become an indispensable wellspring of information for marketers. Knowing how to collect and protect such data guarantees its continued relevance and usefulness for many more upcoming campaigns.

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Uncategorized

Tamoco’s New Chapter: Asset acquisition by pass_by

Having spent the last several years in an industry that’s been in constant change, Tamoco has always tried to remain agile, forward-thinking, and adaptable to change. This has enabled us to build a brand synonymous with large-scale geospatial data capability. 

Today, we are thrilled to announce the next step in this journey, one that promises to enhance who we are as a business and how we deliver value to our customers.

Some of Tamoco’s operational assets have been acquired by pass_by in a commitment to redefining Geospatial standards through AI-driven intelligence and ground truth verification.

This isn’t just an asset acquisition; it’s the coming together of two leaders in the geospatial landscape. Combining large scale geospatial engineering expertise with sophisticated AI and ML thinking.

The synergy? 

A new type of geospatial data business. By integrating our strengths, we aim to not only provide granular, accurate data in all shapes and sizes, but also predictive insights that empower businesses to make informed, strategic decisions. This combination enhances our capability to deliver comprehensive solutions, marking a new day in our shared mission to equip businesses with state-of-the-art geospatial tools and insights.

Please follow our journey: 

Categories
Business

Using Technology to Engage Event Attendees

Event organisers are always looking for new and interesting ways to engage with and keep their attendees engaged during and after their event. From the increasing variety of vendors, dedicated areas to network, and recognizable speakers, to modern event attendee tracking technology and digital rewards. In this article explore the tools and strategies used to attract and engage event attendees so they return year after year and are motivated to get their peers involved. 

The Importance of Event Engagement

Without engagement, events are doomed to fail. It may not be straight away but over time the audience dwindles, tickets fail to sell, and organisers can no longer fund the event. Many events have gone this way over the years as organisers fail to prioritise their attendees. Attendees expect more from today’s events. They are over the excitement of returning to in-person events after several years of hybrid and virtual events and are experiencing increased costs for travel and accommodation. This is why attendees and their employers need assurance that the event they attend will be providing value for their time. 

How Technology Improves Event Engagement

Technology is woven into events. Organisers use tools and technology to streamline the administration behind the event, from selling tickets to onboarding vendors, to analysing results. Some of this technology is already being utilised to engage event attendees. Ticket platforms provide information, agendas, maps, and more for attendees to familiarise themselves before turning up to the event. Visual technology like screens, projectors, and speakers are used around the venue to show attendees where to go, what’s going on, or what sessions are coming up. Aside from the common technology used in events, organisers also benefit from the use of QR codes, footfall data, digital awards, and live translations. 

QR Codes

QR codes are a fantastic technology that almost slipped by the world without much attention. Fortunately in the last few years they have drastically grown in popularity and many organisations are using QR codes in different ways. Restaurants use them to replace and supplement physical menus, advertisers use them on billboards, and estate agents feature them on ‘For Sale’ signs. Users scan the QR code with their smartphone to access information, register interest, watch videos, and more.

 

Event organisers can utilise QR codes in several ways; featured on the event ticket linking to exclusive attendee offers, at entry points to streamline checkline, and on vendor booths to measure interest. The use of QR codes also helps to reduce physical touch points which is in keeping with the latest health guidelines and reduces the risk of illnesses spreading. QR codes are cheap to create and maintain, easy to use, and can be designed with imagery and brand colours. They are an ideal technology for event organisers to explore as a way of engaging their attendees.

Footfall Data

Foot traffic data or footfall data are the metrics tracked from real-world footfall; the movement and behaviour of individuals and groups. Metrics can be tracked in several ways, by aggregate visits to a location, individual visits to a location, characteristics of visitors at a location, and comparisons of visitors to a location. The data comes from different sources depending on the application. For example, geospatial/location data is gathered from mobile devices that can be set-up in multiple locations. Sensory data is the data commonly collected by retail stores using physical sensors that are installed at the entrance. Purchase data are the metrics gathered from payments and purchases. 

 

Event organisers can use geospatial/location data collected from devices placed around an event venue to understand what their attendees are interested in. Whether certain vendors were more popular, how long attendees spent at different vendors or stands, and how groups moved through the event. This provides actionable insights for attendee engagement. Based on the data, organisers can understand what sort of vendors best resonate with their audiences and whether stands need to be moved to improve attendee flow.

Digital Awards 

Digital awards such as digital credentials, digital certificates, and digital badges are a popular method of rewarding and engaging learners, members, candidates, and attendees. They are extremely versatile and are used in a variety of environments including higher education, associations, professional certification, and events. Organisations issue digital awards to individuals to recognize effort and illustrate growth. Recipients then share their digital awards in celebration to social media platforms, add them to LinkedIn profiles and professional resumes, and embed them online and in email signatures. 

 

Event organisers can use digital awards to recognize attendance, reward volunteers, and credit speakers. Attendees are issued digital badges that are fully portable meaning they can be uploaded to smartphone devices where they are used to streamline check-in. They share their attendance badges to social media increasing visibility for the event and creating discussion. The increased visibility helps to drive referrals, increasing future attendance, and keeping the event at the top of conversation for longer. 

Live Translation

English is the most common language spoken at events, conferences, and tradeshows in the UK and the US, but international attendees also frequent events in these locations. Especially large, industry-leading events where there are plenty of opportunities to learn and network. Live translation are tools that enable real-time language interpreting for live streams and in-person presentations. The tools became readily available during the pandemic following the rise of virtual events and should be a must-have for all future events. Live translation tools reduce barriers created by language, make the event more accessible, and serve as a valuable way to engage with greater audiences. 

In Summary

Embracing technology in events to engage attendees is a must for organisers that want their event to succeed and stand out amongst competitors. This is especially important for organisers that intend to bring their event back year after year. They need to be prepared to understand, research, and explore the demands and expectations of their audience and ensure their needs are met and surpassed to keep them interested and returning. Through research, strategizing, and innovation, organisers can ensure that the technology used delivers a great user experience for themselves, the sponsors, the speakers, and most importantly, the attendees.

Categories
Data Retail

How Retailers Use Geospatial Data To Create Better Marketing Campaigns

If you’re a retailer, you know the importance of marketing your business digitally. You also know that your ability to effectively market to a consumer is what wins it for you. But, have you considered location-based marketing through geospatial data?

In this article, we are going to go over what geospatial data is, the benefits of utilizing geospatial data, and examples of retailers who use GIS for location-based marketing. 

First, let’s define geospatial data. What is it? 

 

What is Geospatial Data? 

Geospatial data is the use of technology, such as GPS, to create and store digital maps that help retailers better understand their customers. This information can be used to geotarget based on location and demographic information allowing marketers to create better-customized marketing campaigns in the long run.

The main use case for geospatial data is to segment audiences based on proximity to a location, but that’s not all it can do. Geospatial data can help you understand who your customers are, where they live, and how they spend their time outside of work hours — which can help you create marketing campaigns that drive results. 

Now that we went over the basics of what geospatial data is, we are know going to discuss some of its benefits as it relates to marketing. 

 

3 Benefits (and Examples) of Geospatial Data for Marketing

Did you know that 95% of executives across the globe believe that geospatial data is critical for achieving business success? Well, it’s true! Geospatial data is one factor that can really send your business over the edge allowing you to make better data-driven decisions for your overall business. This includes digital marketing as well. 

Still on the fence about marrying the concept of  GIS and marketing together? Here are three benefits of GIS marketing and examples of some of the top-name retailers who use GIS to improve their marketing efforts. 

 

Brings More Foot Traffic to Stores

Geospatial data is used to understand where shoppers are, where they’re going, and what they’re doing as they move around both inside and outside their stores. Retailers can then use this information to create tailored marketing campaigns that draw in more customers to their stores. In addition to this, geospatial data can also be used to keep customers in your stores longer.

 

Example: Sephora is Able to Better Segment Customers with Geospatial Data

Beauty retailer Sephora uses geospatial data to send its rewards members a pop-up notification anytime that a customer is in close proximity to one of its stores. The pop-up will generally have a marketing offer to come in for a “free mini makeover” making it almost too enticing to pass up — especially if they are already in the area. 

Once they are in the store, app users can visit the app to get personalized recommendations and to view reviews and product features in the easy-to-use platform. 

 

Better Targeted Advertising

Geospatial data allows your marketing teams to create better, targeted advertising campaigns that’ll drive your bottom line

For instance, let’s say you have a flower shop. You would want to pinpoint important location information of what neighborhood your ideal customer may live in and work in to ensure that any advertisement you launch online is shown to those specific groups of people. 

Through the power of geospatial data, incorporating target market data, you’ll be able to set more precise targeting parameters in your digital advertisements.

 

Example: Under Armour Uses Location-Based Marketing through App

An example of a company that uses geospatial data for digital marketing is Under Armour. Under Armour uses GIS through its Map my Fitness app to give its users better-targeted advertising. From tracking the type of activities you do to knowing geographically where you’re located, the Under Armour fitness trackers are pretty robust in their tracking features allowing the company to market its users more effectively. 

How does this look in action?

If you use the Map my Fitness app to track your runs, you may start to get more advertisements for Under Armour running shoes. If you actively use the app in a location with a colder climate, you may start to see more advertisements for the Under Armour base layer. The list goes on. Through the app, the company is able to up-sell and cross-sell seamlessly without coming off as too “salesy”. 

 

Enhanced Personalized Messaging

Personalized messaging has been proven to have significantly higher engagement rates than non-personalized messages. In fact, 90% of consumers find personalized marketing more appealing than the latter. 

Geospatial data allows your teams to send out personalized messaging based on where your customers are located and what they’re doing at any given moment. Pretty neat right? Let’s take a look at how Ritual creates personalized messaging by using geospatial data. 

Example: Ritual Ordering Food App utilizes Personalized Messaging with GIS

Ritual food ordering app is known to connect users with restaurants in the area based on historical purchasing habits. (It’s similar to DoorDash or Uber Eats.) 

Ritual does a great job when it comes to personalization. The company will send personalized notifications to its users with food recommendations based on both area and taste preferences. These simple but powerful pop-up notifications make the customer more likely to open the app and place an order. They may not exactly purchase from the restaurant you suggest, but it gets them curious (and hungry) to find the right food place to make an order at. 

 

Transform Your Digital Marketing Efforts with Geospatial Data

All in all, geospatial data is everywhere. It’s one of the most important elements for marketers and advertisers to understand if they want to accurately target their audience. 

As a recap, geospatial data can: 

  • Bring more foot traffic to your store
  • Help you create better-targeted ads
  • Enable you to send out more personalized messaging

As more and more location-based data becomes available to retailers, it has become even more important now than ever before for retailers to use that data to their advantage. If not, you are missing out on the opportunity to improve your reach to those who need to see your message the most: potential customers. 

Categories
Geospatial

How Geospatial Data In Fintech Is Expected To Revolutionize The Way You Bank

With an estimated compound annual growth rate (CAGR) of 19.8%, the Global Fintech market will hit $332.5 billion by 2028. And there are no signs of slowing down in sight.

Deloitte says the second wave of fintech is right around the corner. And it involves partnering with technology companies to use data to gain access to new markets, understand their customers, and learn the “secret sauce” that powers innovation.

In a fast-paced industry that requires quick thinking to stay at the top, fintech companies are turning to geospatial data to help improve their offerings.

By using this information, businesses can understand their customers’ behaviors and use that knowledge to create products and services that meet their needs.

In this article, we’ll explore how geospatial data will revolutionize how you bank and participate in any other kind of financial transaction, for that matter.

Let’s dive in. 

 

What is geospatial data in fintech?

Geospatial data or location data is inherently dependent on location or organized so that it can be easily mapped to various locations.

And it’s becoming more and more common in fintech applications to help financial institutions better understand their customers.

For example, geospatial data helps track where people use mobile banking services or how often they visit their bank in person. Now banks can access powerful data that’s perfect for making data-backed decisions about which locations should receive new branches or ATMs based on customer demand and behavior patterns.

With the growing demand for geospatial data, financial institutions are rapidly investing in data center infrastructure. Fintech companies need the right technology to store and manage new data sources. Without it, they can’t keep up with a competitive industry that wants to serve its customers.

Let’s review some ways geospatial data in fintech is revolutionizing the banking industry. 

 

Increase location-based services

Location-based services are one of the most popular uses of geospatial data. These services use your phone’s GPS (or other location-based technology) to pinpoint your location and then deliver relevant information based on that location.

Take Starbucks, for example. As you drive or walk closer to a Starbucks brick-and-mortar location, your Starbucks card that’s stored in your Apple wallet suddenly appears on your smartphone’s lock screen. If you weren’t daydreaming of a pumpkin spice latte, you are now.

Banks can learn a thing or two from Starbucks. Starbucks holds more than $1 billion in deposits from gift card sales, both in the physical form and on their mobile app.  

(Image source)

Not only do they hold more cash than many banks, but they also put geospatial data to excellent use. The simple notification that you are near Starbucks plants a seed in the consumer’s mind. Now, they can’t pass up that pumpkin spice latte on a crisp fall afternoon.

According to a recent study by Capco, customers are highly interested in text alerts and notifications about opportunities to transact more efficiently.

Banks can use Starbucks’ location-based strategy to send a message to your phone when you are near an ATM. This alert is especially helpful if it’s been a while since your last visit, and you might need to restock your wallet with cash.

Or, if you enjoy the buy now, pay later option, you might receive alerts for all the stores that accept this payment method during your next shopping spree.

 

Improve customer experience with personalized services

The future of financial services is here and more personalized than ever.

In the past, you might have had a relationship with your bank that was mainly transactional: you’d go in, deposit checks, withdraw cash from an ATM, maybe get a loan, or apply for credit. That’s all well and good — but it doesn’t give you the kind of personalized experience that we’re seeing more and more in fintech these days.

Nowadays, banks are looking to improve their customer experience by offering tailored services based on where you live, what kind of lifestyle you lead, and your spending habits.

With this information, they can offer different products or services based on what would be most helpful to each client individually — and ultimately build a foundation of loyal customers.

Consumers want an easy, streamlined experience with their bank. When customers receive offers for products that are contextually relevant, they’re more likely to engage with them. Regarding finding and shopping for financial products today, 65% of banking customers believe institutions should make it easier.

(Image source)

Geospatial data will become an integral part of customers’ experiences in the future as they interact with their financial institutions through mobile apps.

Fintech companies can use data about people and their assets to make better decisions about product development and deliver personalized marketing strategies.

 

Enhance fraud detection and prevention

With great power comes great responsibility. Fintech companies have access to a lot of data, and they’re using it in new ways to detect and prevent fraud.

For example, a bank uses geospatial data from its mobile app to determine the location of its customers. This data provides insight into how often customers use the app in certain areas, helping to indicate potential fraudulent activity.

So if someone is logging into their account from Moscow, Russia, instead of Los Angeles, California, for example, that could indicate a red flag — and adjustments are made to freeze the account until the transactions are approved or denied by the account holder.

Other fintech companies are turning to the dynamic duo, geospatial data and artificial intelligence, to create algorithms that detect money laundering based on behavioral patterns found within financial transactions. 

(Image source)

Geospatial data helps them identify specific areas where this activity occurs (think casinos), allowing them to focus their attention on one area instead of wasting resources elsewhere.

Add in the power of machine learning, and a computer can learn to identify fraudulent schemes from previously identified patterns and then decide whether to approve an ongoing transaction.

Geospatial data has a lot of potential for fintech, but one of the most precise ways it’ll revolutionize the way you bank is by enhancing fraud detection and prevention.

Wrapping up

The wants and needs of consumers are constantly evolving and, frankly, only becoming more demanding. We all want transparency, simplicity, and convenience in every aspect of our lives, including how we manage our money.

Geospatial data will improve banking services and fraud detection by showing how consumers spend their money in real-time. Add in the power of artificial intelligence and machine learning, and you won’t even recognize the banking industry anymore.

It pays to be a mover and a shaker. 

Banks that quickly shift to investing in geographic information systems will set themselves apart from the crowd by creating a competitive advantage that’ll drive long-term business growth.

Categories
Business

How to Market Your Mobile App: 6 Best Methods

Let’s say that you released an excellent mobile app for iOS and Android and believe that it can be used by many.

The problem is that both Apple Store and Google Play Store are filled with various applications in all the available categories.

Expecting to just get lucky is hardly a winning strategy. No, you need to create a strategy to help your app go viral.

 

Some Key Steps to Take Before the Promotion Campaign

Before you begin, there are a few important things to make sure of. For one, the app should be optimized for different devices.

That includes performance and storage consumption. According to the Backlight blog, it can be a bit tricky to manage a smartphone’s storage, and apps that consume more space than they realistically should are the opposite of user-friendly.

Another thing is to optimize the app for a store search. People who are interested in downloading and installing the app should be able to find it without problems.

Finally, get a monetization model in place that clearly states whether the app is free, freemium, or paid. The pricing model should be clear and not mislead the consumers.

 

Run Ad Campaigns on Social Media

Let’s start with social media. It is often the go-to platform for marketing. Mobile device users browse social media often, so it makes sense to strike where your potential users are.

You can launch a paid ad campaign and set specific demographics that you want to target in relation to what your app offers. 

 

Post on Forums

Traditional forums are not as prominent as they were back in the day, but you can still find plenty of them. 

Creating a thread or replying to a forum user in a way that you can mention your app naturally is a good approach. For instance, if someone creates a thread asking how to save more money and you have an app that helps you manage finances, it makes sense to advertise the app as a potential solution, right?

A similar approach can be made not just on traditional forums. You can find relevant threads on Reddit and Quora, as well as various posts on social media groups.

 

Collaborate With Influencers

Get in touch with influencers and offer them something in exchange for promoting your application.

The influencers should have demographics that are relevant to your application. For instance, if the app is all about promoting a healthy lifestyle, then Instagram influencers who have a brand built around a healthy lifestyle are a good fit.

You do not have to limit yourself just to social media. Twitch TV is excellent for those who want to promote a gaming app. 

Even though most Twitch streamers play on computers and consoles rather than mobile devices, there are some who do. Not to mention that some streamers would be fine switching to a mobile game for a bit if the offer is good enough to persuade them. 

 

Reach Out to Podcasts

Podcasts are worth a shout as well. If you listen to one, you are likely to hear how a service or a product is the sponsor of the episode.

It is common for podcast hosts to monetize their content with various advertisement deals. A short break in the middle of a podcast or an introduction is when you hear the promotional part.

Ideally, you should come on as a guest and talk about it from a developer’s point of view and why people should consider using your app. However, if such an opportunity does not present itself, a simple promotional bit on a podcast is still a good marketing method.

 

Pitch to Tech Writers

Many tech writers are looking for new things to cover on their websites. Some are eager to get exclusives because the tech industry is competitive. 

You could reach out to various bloggers and let them know about your application. Give them early access and inform them that they are part of an exclusive group that gets to try the app before everyone else. 

 

Advertise in Apps

In-app advertisements are quite common, especially when an app is free but has a paid version. It encourages users to eliminate the apps by getting the paid version.

One of the downsides of this method is that you might find it difficult to strike a deal with other app developers to let you promote your app on theirs. Nevertheless, the idea is worth a try.

 

Closing Thoughts

Launching a new app is a stressful feat, especially if you put a lot of effort into it and received positive feedback from your circle. 

The next step is about getting the word out there and letting people know about your application. The methods mentioned in the article should be enough to create a solid marketing campaign but do not be afraid to explore them even further.

 

Categories
Finance Marketing & Advertising Retail

What Is Footfall Data? All You Need To Know About Foot-traffic In 2023

Footfall data is something that has been around for a while now. But what do we mean by footfall?

This kind of dataset has changed depending on the use case and industry.

In fact, footfall has moved beyond simply measuring the number of people that enter a location.

We’ll take you on a deep dive into footfall data. We’ll show you what it is with detailed examples, as well as what it can be used for across many industries.

What is footfall?

Before we look at footfall data, we need to explain what footfall is.

For us, we have always defined footfall as:

The way that a group behave and move in the real world.

This explains the who, what, when and why of how this group of people visit a location.

This could be different for each business.

But mainly footfall can tell you:

  • Trends around behaviour
  • Changes in demographics
  • Visits to real-world locations
  • Anonymised data trends

Essentially footfall means understanding how people move and behave in the real world.

 

So what is footfall data, and what does it look like?

Footfall data is sometimes referred to as foot traffic data. It’s a data set that will usually contain a number of entries. 

The dataset as a whole will signify a number of visits to a real-world location.

These are aggregated and delivered in a few different ways.

 

Aggregated visits to a location

This will be a data set in which the number of visits to a location is aggregated. This is usually done by some kind of time window, such as hourly, daily, weekly or monthly.

 

Individual visits to a location

Similar to the above, but this time each row will signify a visit to a location. This will usually come with a timestamp and will be up to the person receiving the data to aggregate the data as they wish.

 

Characteristics of visitors at a location

In this dataset, the visits to a location are overlayed with demographics data to understand the calibre of person visiting the chosen location.

 

Comparisons of visitors to a location

This dataset will contain a comparison between two locations based on the desired metric. This could be demographic or an hourly number of visits.

 

Where is footfall/foot traffic data generated from?

These datasets can come from a myriad of sources. It’s important that you understand where your footfall data is generated from, as this can affect its accuracy. The most common sources are as follows:

 

Geospatial/Location data

Data is usually generated from a mobile device. This is collected and aggregated to protect user privacy. A good amount of versatility as a single data set can be used to measure visits to numerous locations. A good balance of scale and accuracy.

 

Sensory data

These are usually physical sensors that are placed in entrances to stores. Very accurate but limited mainly to retail and requires stores to install physical tech, so not very scalable.

 

Purchase data

This kind of footfall data involves taking payment data to understand changing traffic in stores. It can be scalable but is not very accurate. This is mainly due to the fact that you are measuring purchases as opposed to visits.

 

How can footfall data help my business?

Traffic and movement trends

One of the main use cases for footfall data is for understanding changing traffic and movement trends.

These kinds of insights are valuable for businesses that are interested in physical locations. 

Examples of this use case are:

  • A retail location understands the changing number of visitors to its location. This could be a store or a real estate planner.
  • A city planner understands macro visits changes to plan infrastructure.
  • Financial companies looking to identify trends in behaviour for investment purposes.
  • OOH media owners measure how many people have seen their ads.

 

Visitor demographics

As mentioned, with overlapping datasets, it’s possible to show the demographic of visitors to locations. These demographics are features such as age, gender, interests. 

This use case traditionally sits more on the side of marketing and advertising. 

Example use cases are:

  • Marketers target consumers who have visited a real-world location.
  • Building lookalike audiences in advertising platforms.

 

Competitive analysis

This is similar to our first use case, but the target location will typically be a competitor. 

Examples of this use case are:

  • A store measures competitors’ traffic to target them with advertising.
  • A new site planner understands competitive performance to decide where to open a new site or venue.

 

Training ML

Footfall data can also be used to train emerging ML models. These models are being used to power new tools that can help solve problems in the real world.

Examples of this use case are:

  • Predictive insights into footfall
  • Complex financial predictions

 

Example of footfall data

Get started with best-in-class footfall data today.

 

Categories
Geospatial

The Impact of the Discourse Community on the Exploration of Geospatial Analysis

GIS analysis uses geographic data to solve issues and make choices. It analyzes patterns and correlations using geography, computer science, and statistics. Geospatial data has affected environmental research, urban planning, public health, and transportation. However, the discourse community, the collection of individuals who share a language and purpose, can also influence geographical data discovery and growth.

 

Finding Opportunities

Funding and grants may help the discourse community shape geospatial analytic research. Varied organizations have different interests and aims, which might affect financing. With that being said, reading discourse community essay examples for college can be effective in understanding this matter. These articles are useful and informative for this niche enthusiasts. A public health discourse community may emphasize research on disease outbreak spatial distribution, whereas transportation discourse communities may favor transportation network optimization. These objectives affect research and methodologies.

The Role Of PGIS

Traditional PGIS uses paper maps, interviews and questionnaires to maintain spatial properties. Data is gathered to be searched and analyzed by computer GIS software and disseminated through computer-generated maps. Specialized knowledge and class- and gender-segregated local wisdom are used. It gathers various sets of participants from the community and non-governmental institutions. It is built on elevated levels of stakeholder engagement in the stages of spatial learning, judgment, and action. Technological agencies and politicians might debate concerns and exchange ideas here.

Influence On Certain Data

Geospatial analysis data and tools are affected by discourse organization. Data availability and accessibility vary per discourse community, as do data sources and formats. Geospatial analytic software and techniques may also vary by discourse community. Environmental research groups may choose open-source software, whereas urban planning teams may prefer software with a better visualization. And these are great examples of how certain data can influence discourse units.

Shaping The Guidelines

Discourse unity can play a role in shaping the standards and guidelines that are used in geospatial analysis. And that’s important for every student to remember. Varying communities have different data quality, accuracy, and precision expectations. And that might affect standards and recommendations. The discourse collective may also shape geographic data and analysis of best practices and ethics. Personal data utilization in spatial thinking may vary by discourse community.

Education And Practice Of Geospatial Analysis

Finally, professional organizations and certification programs may help the GIS community educate geospatial analytic experts. Professional groups may help members network and improve professionally, as well as set industry standards. Certification programs can assist geospatial analysts to show their expertise and create industry standards. They are based on prolific data that can bring positive results. People might work together alongside these courses. In the end, education is the core of success. And geospatial analysis is not an exception.

Sharing The Ideas

The discourse community sets research, communication, and cooperation standards that affect geospatial analysis. It may provide criteria for gathering and analyzing geographical data, standards for making maps and other visualizations, and methods for sharing and utilizing spatial information. It promotes geospatial analysis through sharing ideas, information, and skills. Discourse community members may exchange research results, debate new methods and technologies, and cooperate on projects via conferences, journal papers, and other means.

Setting Research Priorities And Providing Support

The discourse community can influence the direction of research in geospatial analysis by identifying and prioritizing important questions and issues that need to be addressed. This can help to ensure that research efforts are focused on areas of greatest importance and relevance. The discourse community can provide resources and support to professionals working in the field, such as access to data, software, and other tools. This can help to foster the development of new techniques and technologies and support the advancement of geospatial analysis.

Conclusion

The discourse community helps geospatial analysis evolve. It affects research paper topics, information transmission, and professional training. Geospatial analysis practitioners and scientists must interact with the discourse collective to remain abreast of field advancements and best practices. It’s all in them putting in enough effort.

 

Categories
Data

Ways Geospatial Analysis Can Help Solve Challenges in Education

Geospatial analysis is a powerful tool for visualizing and understanding geographic data. It enables us to make connections between different types of geographical information, such as population density, land use patterns and climate change. By applying statistical techniques to the data sets obtained from remote sensing platforms and terrestrial surveys, we can gain insights into how our planet works and uncover hidden trends in the environment. 

What can GIS be used for?

 

This knowledge can be used for a variety of applications, including urban planning, environmental protection, public health initiatives or resource management. Geospatial analysis also helps us gain a deeper understanding of natural disasters, such as floods or hurricanes, by providing an interactive way to study their effects on society at large. In fact, it’s a very common topic to study at universities. However, it’s quite complicated too. So if you were given an assignment on GIS and you need help with it, check the latest tech tools for students. For example, you can use a summary generator for essay that will reduce your time spent on writing. As a result, you will have a chance to spend more time reading about GIS than writing about it. 

 

In short, geospatial analysis provides a powerful means to better understand our world, helping us make more informed decisions about how to manage and protect it. 

What are the benefits of geospatial analysis?

 

Using geospatial data in analytics offers a variety of potential benefits, including improved accuracy and more in-depth insights. Geospatial data can be used to take into account the physical location of events or objects being studied in an analysis. Thus, it provides contextual information that is impossible to deduce from other kinds of data sources. 

 

Geospatial data can aid disaster relief efforts by allowing organizations to track the movement of people, supplies, or equipment in real-time. It can also provide valuable insight into traffic flow patterns and subtle environmental changes through satellite imagery. In addition, geospatial data can help companies better understand their customer base by mapping out where customers live and how they interact with the company’s products or services. 

Why GIS in education matters

 

GIS is an essential tool for understanding our constantly changing world. Through its mapping tools, GIS promotes spatial literacy: awareness of how physical and human phenomena are related to geography. This type of knowledge is increasingly necessary in today’s interconnected world, where decisions made in one location can have a global impact.

 

The use of GIS in education has been linked to improved academic performance, critical thinking skills, problem-solving abilities, and increased engagement with learning activities. Students who learn about geography through GIS experience more success on tests that measure their geographic knowledge. By combining complex data sets from different sources into interactive maps, students better understand the relationships between data points and gain valuable insights into the trends shaping our planet.

 

GIS also teaches students to look at data from multiple perspectives, encouraging them to think analytically and challenge assumptions. This type of critical thinking is essential for making informed decisions about the future of our planet. As GIS technology continues to evolve and expand, it will remain a vital tool for educating the next generation’s problem-solvers and innovators. GIS in education helps students develop the skills they need to become responsible global citizens who can make meaningful contributions to their communities and the world at large. 

 

By providing students with an understanding of geography and its related phenomena, GIS helps create an awareness of the role that physical location has on human behavior and decision-making processes. Students gain an appreciation for how the environment can influence our lives and how human actions can shape the earth’s future. As GIS continues to play an important role in education, its potential to inform and educate future generations is immense. In a rapidly changing world, GIS tools are essential for helping students understand their place in it.  With access to up-to-date datasets from around the globe, GIS provides invaluable insight into our planet’s current state as well as its possible futures. 

 

Therefore, GIS should be recognized for its importance in education and offered as part of any comprehensive geography curriculum. It is through this kind of instruction that students will gain the knowledge they need to make informed decisions about their own pathways and those of our ever-changing world. 

In conclusion 

 

Employing GIS in classrooms and other educational settings is an essential step towards equipping our students with the knowledge they need to make meaningful contributions to society. By leveraging GIS’s mapping tools, educators can provide students with a better understanding of spatial relationships and better equip them to tackle the challenges of tomorrow. Whether it be analyzing population trends or studying natural phenomena such as climate change, GIS provides a valuable platform for teaching students about their place on this planet and how their individual actions can have far-reaching impacts. 

Categories
Business

6 Tips to Improve Your Local SEO with GMB Profile

Millions of businesses worldwide dedicate a special budget to improving their brand recognition. You may face a lot of disappointments and surprises along the way, but wouldn’t it be a blessing to come across a free service to make your business more discoverable?

It may surprise you, but Google My Business (GMB) can be the best free resource for businesses to become more discoverable by local audiences. You can put information such as photos, videos, contact info, and more regarding your business to improve your local SEO and discoverability.

If you are unsure about using Google My Business to its best potential, here are some tips to help you improve your local SEO with your GMB profile.

 

Provide as Much Information as Possible

Once you have created and verified your Google My Business profile, the next big step is adding relevant information. You do not have to hold back from adding any information, but taking your time and ensuring that this information is error-free is essential.

The most important information regarding a business on any listing includes its category, description, website URL, logo, address, business hours, contact number, and more. It is best to ensure that all this information is up to date.

Research shows that businesses with a complete GMB profile are much more likely to be considered trustworthy by the users. Therefore, it is fair to say that putting effort into creating your GMB profile can become all worth it in time. 

 

Get Reviews from Happy Customers

Customers are the backbone of any business, and the best way to strengthen your business is by making your customers happy. A happy customer can be a primary reason for many other people to trust your business.

Customers who undergo a smooth journey and have a satisfying experience will likely leave a review on your GMB listing. These reviews can convince other potential buyers to buy from your business. In addition to the reviews, they can also share your business with their friends and family.

Businesses that create a GMB profile also have the benefit of getting in touch with their customers through Business Messages. It is a 30-day window that you can utilize to ask them for a review on your product or service. These reviews can lead your business to a strong customer base.

 

  1. Keep Updating and Improving Your Profile

Your GMB profile needs constant attention to provide the best outcomes. Your online presence must always remain up to date to entice and update your potential customers. For example, if you change your business hours or location, you must update it on your GMB profile as soon as possible.

You can also use the local rank tracker software to keep tabs on your local rankings. This software tool will help you analyze your changing rankings in a particular area so you can then work towards improving them. 

You can also take advantage of photos to update your GMB profile regularly. These photos can catch the attention of people searching for a business like yours.

In addition, it is crucial to keep your businesses’ opening and closing hours updated around the year. You do not want to risk customers showing up at your business doorstep when you’re close. Your GMB account can also let you customize your business hours for public holidays effortlessly. 

 

Provide Accurate Contact Information

The information on your GMB profile cannot always be enough for customers to get the necessary answers. In such circumstances, their usual response is to look for your business’s contact information and try to get in touch. It can be very frustrating for them to be unable to contact you.

There is a very thin chance that a frustrated customer will come back to you. You can reduce the chances of losing your customers by taking a few minutes to ensure that all information in your GMB listing is accurate and up to date.

It is recommended to ensure that you update the contact information whenever there is any change. Accurate information will help the customers reach you without any hassle. You can secure more potential customers and reduce the fear of losing them.

 

Use High-Quality Photos and Videos

Your GMB Profile allows you to add videos and photos of your business. It is an opportunity that every business must leverage. You can post photos of products, spaces, teams, and ambiance to show your customers what your business is all about.

Try to use clear and quality images and videos for your GMB Profile. Remember, your customers can form a perception about your business based on the media that you share. This is your opportunity to increase brand awareness, build trust, and boost engagement.

You may also want to keep the “what you see is what you get” rule in your mind. Avoid using many filters on your pictures and videos or altering them. Your customers may not appreciate being led to a business by false hopes.

 

Answer Questions from Audience

Every business knows the importance of staying ahead of competitors and the need to stay ahead of them. Among many other factors that set your business apart, speed is of the essence. Any questions or concerns of your customers must be valued and addressed with diligence. 

Google Business messaging enables customers to get in touch with businesses instead of spending time navigating through your website. Many customers can message you their queries; it is important to address them immediately. Fast and accurate responses can determine the customers’ interest in your business.