Is business intelligence the same as data science?

Data science is growing immensely in today’s modern data-driven world. Business intelligence and data science are two recurring terms in the digital era. These involve the use of data that are totally different from each other. Data science is a bigger pool that contains huge information; business intelligence can be considered as a part of the bigger picture. These are both data-focused processes, but there is some difference between the two. Business intelligence focuses on analyzing things, whereas data science aims to predict future trends. Data science requires an effective technical skill set as compared to business intelligence. 

Power BI certification allows interested candidates to explore Power BI concepts such as Microsoft Power BI desktop layout, BI reports, dashboards, power BI DAX commands, and functions. Microsoft Power BI is a widely used business intelligence platform, and this follows a hands-on applied learning approach. 


Business Intelligence:

This is a means of performing descriptive analysis of data with the help of technology, skills for allowing one to make informed business decisions. The tools which are used for business intelligence collect, govern, and transform data. This allows decision-making by enabling data sharing between internal and external stakeholders. The main aim of BI is to derive actionable intelligence from data. BI enables acton such as gaining a better understanding of the market, uncovering new revenue opportunities, improving business processes, and staying ahead of competitors. This has shown its impact on cloud computing. Cloud has made it possible to collect data from resources and use this efficiently. This deals with the analysis of structured and unstructured data, which paves the way for new and profitable business opportunities. Business intelligence tools enhance the chances of enterprises entering a new market as this helps in studying the impact of marketing efforts. 

Importance of business intelligence:

As the data volume is increasing, business intelligence is more essential than ever in providing a comprehensive snapshot of business information. This provides guidance towards informed decision-making and even identifies the area of improvement, which leads to greater organizational efficiency and even increases the bottom line. 


Data science:

Data science mainly involves extracting information from datasets and creating a forecast. This involves the use of machine learning, descriptive analytics, and other sophisticated analytics tool. This is a process of collecting and maintaining data. Further, this involves the process of data via data mining, modeling, and summarization. After this, data analysis is conducted, etc. After analyzing the data, the patterns behind the raw data can be discovered to forecast future trends. Data science is used in different industries. Companies can use a devised approach to develop new products, study customer preferences and predict market trends. Here high volume of data can be collected from electronic medical records and individual fitness trackers. 

Importance of data science:

Data science in different companies is able to predict, prepare and optimize their operations. Data science plays an important role in the user experience; for many companies, data science is what allows them to offer personalized and tailored services. 


Business intelligence vs. Data Science: Is it the same or different?

Business intelligence and data science play a key role in producing companies’ actionable insights. Let us check on some common attributes between the two:

  • Perspective: business intelligence focuses on the present, while data science looks toward the future and further predicts what will happen next. Business intelligence works with past data in order to determine the responsible course of action, while data science creates predictive models which recognize future possibilities. 
  • Data types: business intelligence works with structured data, which is typically data warehoused or stored in data silos. Data science works with structured data and further results in greater time, which is dedicated to cleaning and improving the data quality. 
  • Deliverable: reports are used when it comes to business intelligence. Different deliverables for business intelligence include creating dashboards and performing ad-hoc requests. Data science deliverables have similar end goals and focus on long-term projects. These projects include creating models in production instead of working from enterprise visualization tools. 
  • Process: the difference between the processes of both comes back to the time, same as how this influences the nature of deliverables. Business intelligence mainly revolves around descriptive analytics. This is the first step of analysis and sets the stage for what happened in the past. Here non-technical business users can understand and interpret data via visualization. Data science would take the exploratory approach and means investigating the data via its attributes, hypothesis testing and exploring different trends, and answering questions on a performance basis. 
  • Decision making: business intelligence and data science are used for driving decisions, and this is central to determining the nature of decision-making. The forward-looking nature of data science is used at the forefront of strategic planning and determines the future course. These decisions are preemptive instead of responsive. Business intelligence aids in decision-making based on previous performances which have occurred. These fall under the umbrella of providing insights, and this supports business decisions.



Both business intelligence and data science have differences, but the end goal of these are ultimately aligned. It is important to note the complementary perspective of both. From the company perspective, both data science and business intelligence play similar roles in business processes that provide fact-based insights and support business decisions. Data science and business intelligence are facilitators of each other, and it is said that data science is best performed together with BI. These are required to have an efficient understanding of company trends which are hidden in the large amount. 

In order to summarize simply, data science and business intelligence are not the same things, but this represents the evolution of business intelligence; thus placing data into introspective plays a central role in the business. Data science and business intelligence are equally vital roles on the same team. The individual roles are different, and when together, they serve the broader business analytic world. Though there is a difference in the way data science and BI handle objective tools, the end game is the same. 


How Real Estate Agencies Can Make Data Driven Decisions With Geospatial Data

No matter what type of business you are in, there is no denying the importance of geospatial data as it relates to literally every area of your company from marketing to planning and everything in between. In terms of real estate, in the coming years any real estate agency that doesn’t make use of and rely heavily on geospatial data will almost certainly be left behind. In order to understand that rather marked and definitive statement, it is first important to understand exactly what geospatial data is, how it is collected, and why it is especially relevant in real estate.


A Brief Definition of Geospatial Data

In its simplest definition, geospatial data is that which is descriptive of any event, object or feature located on or very near the earth’s surface. It is typically a combination of:

  • Location (coordinates)
  • Characteristics (relating to objects, phenomena, or events)
  • Temporal Information (point in time or lifespan)

All of which play a significant role in reading data with the intent of forecasting future events or movement.

For example, let’s look at how geospatial data helped to track and forecast the movement and spread of the SARS-CoV-2, Covid-19 pandemic. Temporal data gave us a short-term location of what was to be the pandemic in late 2019. We know that the location was Wuhan, China and thought to have originated at one specific market which then became ground zero on the geospatial chart. From there a long-term progression of the pandemic showed its movement outward which are temporal and location data. Along with characteristics such as how it was spreading, scientists became better able to forecast its movement around the globe and as early asMarch of 2020 a global pandemic was announced. 

Even then, it was too little too late because some of the much-needed data was not forthcoming soon enough to predict an accurate geographic spread and rate of spread. Had geospatial data been shared better in the early days, many virologists and epidemiologists believe the pandemic may have had better outcomes earlier on. With that, you can see just how important it is in forecasting business dynamics going forward.


How Real Estate Can Benefit

In the real estate market properties for sale have always been valued primarily on location and what we knew about that that particular property in terms of the condition it was in and what was going on around it in the general vicinity. Were there plans for future development and if so, how would that affect a particular property that an owner wanted to list for sale. Realtors and assessors would look at other properties in the area to see what they had sold for in order to relate that price to the property in question. This is how comparables were calculated and how an actual list price and marketability were determined.

With advances in technology, geospatial data can actually have a profound effect on the profitability of a piece of commercial property. Instead of using historical data to predict a given market going forward, temporal data gathered and analysed in real time can indicate what that property is worth today in the here and now. To be specific, comparables calculated even a week previous to a major break in a pipeline may not be relevant today. That property would be greatly devalued if the repairs would be weeks or months in coming. Real time data can affect the price today and that’s why the real estate market will, at some point in time, need to rely on what is happening on the ground at a very precise location.


A Key Selling Point

Conversely, if new schools are being built, for example, and an influx of families are moving into a neighbourhood, a commercial venture for a theme park might want to jump on a parcel of land zoned commercial. Satellite imagery would show that kids are out playing in fields and on side streets with few parks and nothing in the way of entertainment. It would take weeks, if not longer, to collect that kind of data without the benefit of a literal bird’s eye view from above and a poor data set can have a terrible effect on the real estate market.

AI could possibly collect data on the types of commercial or public properties families might frequent already in existence, but even that isn’t quite as all-encompassing as actually seeing movement on the ground. Just because a property exists doesn’t mean it is being frequented by the locals. Satellite imagery would document that and indicate whether or not there is a need for family entertainment at this time.

Imagine what a real estate agent could do in the Greek Islands with information like that? As a popular tourist destination, geospatial data could indicate what kinds of attractions are being frequented, which are ignored, and what types of venues would do well in areas with currently high levels of traffic. It’s interesting to imagine just how this type of data can, and will, affect the real estate market going forward. One thing is for sure. Geospatial data will almost certainly replace the archaic system of buying and selling real property based on comparables. That’s a given.


COVID-19 – Free And Open Data To Assist In The Coronavirus Response

The global outbreak of Coronavirus or COVID-19 has been unprecedented in the effect it has had on individuals, businesses, and governments around the globe.

As the virus has spread, the ways that we are interacting with each other has changed. As governments have implemented guidance for citizens to remain at home, the question has shifted towards what this means for businesses as individuals remain indoors for the foreseeable future.

Another big issue for governments and response planners is how they implement this advice. Are guidelines being followed? What is the impact of these guidelines and is it having an effect on the transmission of the virus.

These are all questions that we think our anonymized data set can help to solve. By understanding how citizens are moving and behaving on an aggregated and macro-level, it’s possible to provide insights to help inform those that need these insights to keep the population as safe as possible.

That’s why we’re making our dataset freely available in many cases where it can have a positive impact on reducing the spread of the virus or where it can provide significant assistance in responding to the spread of COVID-19.

We’d firstly like to illustrate some specific use cases where our data can be of use for a coronavirus response. We encourage those that require free and rapid access to the data to follow the form at the end of this article.


Using location data as a tool in the response to COVID-19

Understanding busy locations as areas to avoid

Device movement data can help provide insights into areas that are currently experiencing high amounts of social activity. Identifying large gatherings of people can help to give up to date advice to citizens of areas to avoid.

It can also assist responders in dispersing people from areas where large amounts of people are gathering and risk rapidly spreading the virus. A good example of which is the increased number of visits to London’s parks during weekends. 


Understanding how the virus is spreading in new areas

Overlaying positive test cases with historical locations can help to understand hotspots and how the virus initially spreads throughout new and existing regions. 

For example, in areas where the virus is in the infancy of spreading. Understanding all the people who may have been exposed and requesting that they self isolate can have a considerable impact on delaying the spread.

Data can also be at the forefront of a proactive response to the spread of COVID-19. For example, by identifying hotspots and areas where the virus is known to have spread, data can help to identify other devices that have exhibited similar behavior.


Understanding the impact on businesses and coordinating financial aid to those who need it

Over the coming weeks and months, it’s unavoidable that businesses of all kinds will be hit by the impact of people remaining at home and the forced closure of physical stores and retail locations.

For these businesses, it’s crucial to quantify the effect that these factors are having on businesses. For governments, understanding the impact that the fall in footfall is having can help to direct financial aid to the right place in any potential recovery effort.


Next steps

It’s important to note that any effort to use this data will exist along with the robust privacy processes that all of our customers are expected to adhere by. Tamoco has built-in protections to ensure that any data can’t be reverse engineered to track individuals. All data requires opt-in, is anonymized and aggregated to ensure these protections are respected.

As we mentioned at the top of this post, for cases where our data can be used to assist in response to the spread of COVID-19, we are allowing free access to our aggregated and anonymized dataset.

To get set up, we ask that you complete the following form so that we can coordinate.


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Marketing & Advertising

What is Geofencing? Best Guide To Using Geofencing In 2021

It’s high time we took another look at Geofencing. The technology has been a powerful way to reach consumers in the best moment in the right locations. But how have the capabilities changed, and how can marketers best use the technology as we move into a new decade?


What is Geofencing?

Geofence marketing is a form of location-based marketing where a geographic boundary is placed around a point of interest. When a mobile device enters this area, the geofence can trigger several different events. These triggers are usually the delivery of some kind of advertising. Historically this has been via SMS marketing, but increasingly this process has developed to include push notifications and even fit seamlessly into the programmatic advertising stack.


A definition of geofencing in 2020

Geofencing is a technology that has been around for a while. It is always developing, and marketers are finding intuitive new ways to use it effectively.

Geofencing is useful for instant location-based advertising. But its use can move beyond this simple moment marketing. Geofencing can be used to identify and build large addressable audiences over time. As we’ll see, it can even have a role in retargeting, attribution, and other location-based insights.


How does geofencing work?

Geofencing mostly consists of the following steps:

  • Identify a geographical radius around a real-world location.
  • Set up a geofence (virtual barrier) around the location.
  • When a device enters or exits, an event can be triggered.


What are the limitations of geofencing in marketing and advertising? (What you can’t do)

Not all geofencing technology is perfect. Sometimes a device registers inside a geofence when, in fact, it isn’t. Other times the geofence is set around a store, but in busy cities and other hard to measure locations, sometimes this means that devices are falsely attributed to the physical location.

These issues mean that geofencing has to be accurate. To provide maximum value to consumers, ads have to be relevant. Directly sending everyone that walks past a store, a message isn’t a viable option.

At Tamoco, we are obsessed with accuracy. We want our customers to be sure that a device is being targeted because it actually visited a location. So we build a solution that understands more than a single data point when calculating if a device is inside a POI or geofence.

Geofencing also has potential scalability issues. Being so highly targeted and in the moment means that the addressable audience in a geofence campaign might be quite small.

A geofencing campaign might work across McDonald’s stores, for example, but this is because there are a significant number of them. When dealing with smaller campaigns, the reliance on your own audience might not be enough.

For this reason, it might be better to target a type of consumer or build a segment over time that consists of visits.


What you can do with (better) geofencing

Simple geofencing push is no longer as powerful as it used to be. With better accuracy and a slightly different approach, you can still use location to achieve convincing results. Let’s see how.


Marketing and advertising


Geofencing has traditionally been used to target devices as they enter a geofence. The brand would place a radius around its stores, for example. When a device using their app entered these areas, they would be sent a message encouraging them to visit the retail location.

As we’ve already mentioned, this isn’t always accurate in practice. Larger geofences are likely to include devices that aren’t nearby or not inside a competitor store. This can render the advertising message irrelevant.

Another potential issue with geofence targeting is the lack of audience scale. If you are using the technology with your own application, a large audience is required to send messages on the scale needed to shift the needle.

Better geodata means that you can look at device across how it behaves over time. In the moment targeting is effective, but building up a detailed profile and using this to build segments provides you with more reach and better accuracy.

Using location data for geotargeting means that you can target more devices outside of your first-party audience. You can read more about location data for targeting here.


Measurement geofences

Another benefit of using location-based targeting is the ability to measure the effect of location-based marketing or geofencing campaigns. For example, if you target devices based on their proximity to a location, how do you know if they performed the desired goal, especially if this is in the real world.

Using location data to target means that the same technology can be used to confirm if devices visit a retail location after being delivered any kind of advertising. Better accuracy means that you can be certain of a venue visit, rather than just a person walking nearby.

So using accurate POI geofences or polygons can help you to attribute your advertising campaigns. This extends beyond your geofencing campaigns to include your digital advertising, out oh home campaigns, and much more.


The future of geofencing marketing

Geofencing marketing v location targeting

Geofencing in marketing can still be an effective way to reach consumers in the best possible moment. But for brands that want to identify larger groups of relevant consumers, this isn’t always the best solution.

Instead, location-based audience segments offer the best of both worlds. These segments are still based on real-world locations and therefore carry real-world intent. They are scalable because these segments can be built over a longer time period.

Another benefit of these types of campaigns is that you can activate segments directly in your marketing channels.

This means that you don’t need to rely on push in apps. You can use the entire programmatic marketing stack to target users wherever they are.


About Tamoco’s location segments

Our segments provide more scale for marketers looking to do better location targeting. Our first-party data focuses on accuracy, allowing marketers to do more precise geographical based campaigns.

Activate location-based segments today.


GeoSpock & Tamoco partner to scale location data insights

A new partnership is bringing together powerful data visualisation and data-driven business intelligence to give companies an unprecedented understanding into the offline world.

GeoSpock’s extensive and unique toolset processes data at speed and scale. This enables clients to understand in the moment how customers behave and interact with their businesses. Tamoco’s powerful data provides insights that link online to offline, with GeoSpock’s platform packaging these insights into tangible and actionable visualisations.

The partnership will provide a solution that allows clients to make faster, data-driven decisions about how consumers move and behave in the real-world, which is often an unknown for businesses. GeoSpock provides a platform that can process Tamoco’s location data and help businesses act on this in real-time.

This solution carries huge potential across multiple disciplines – from the marketing and advertising space, through to supply chain efficiency, city planning, finance, and business intelligence. Connecting and visualising the link between the online and offline worlds will provide clients with a powerful toolkit to place data at the centre of the decision making process.

Through the use of GeoSpock’s product suite, Tamoco’s data will feed into infin8™ – the extreme-scale indexing engine – and illumin8™ ­­­­­– the visualisation and analytics tool, which extracts incomparable geospatial insight from data in less than a second.

GeoSpock is fast establishing itself as the de facto processing engine that can provide insights in a tangible way for businesses that require data to fuel their operations. The partnership, therefore, demonstrates Tamoco’s increasing commitment to sourcing precise, sensor-driven mobile location data. Together with its fast-growing user base of over 100 million users, Tamoco is demonstrating the every-day applications for location data.

Partnerships such as this create cases for real-world, global scenarios, which can be scaled to meet evolving business needs – this includes working with companies looking to derive meaningful insight from extreme data across the smart city, automotive, retail, media, telecoms, and mobility sectors.

Rune Bromer, CEO at Tamoco, comments: “This partnership shows that the demand for accurate, sensor-driven location data is growing. With this rise in demand, businesses need a solution that can help them to act on the intelligence that location data can provide. GeoSpock is a company clearly leading in its field and provides our clients with a powerful tool to help visualise and learn what affects businesses in both the online and offline worlds.

Richard Baker, CEO at GeoSpock, comments: “As the world’s largest proximity network, Tamoco is a company with its finger on the pulse of innovation and we are delighted to be working with them. Its sensor-driven data sets have helped businesses build better products. This is extremely impressive and its focus on data privacy aligns with GeoSpock’s own values. We look forward to helping Tamoco to further its success in the mobile intelligence industry through the use of GeoSpock’s full analytics toolset.

About Tamoco

Tamoco makes accurate and secure data accessible for all. Their global network provides businesses, organisations, brands, and developers access to the leading source of precise, real-time location data and enable businesses to build better products, understand audiences, and make better business decisions through the use of powerful mobile device data. For more information:

About GeoSpock

GeoSpock® provides analytics, builds insight, and enables prediction across space and time. Their proprietary data integration platform visualises extreme amounts of contextual data in milliseconds. Its architecture has the ability to analyse trillions of geospatial and temporal data points in sub-second response time with its high performance, cloud-based services  infin8™, illumin8™, and extrapol8™.

Conceived by Dr Steve Marsh while reading for his PhD in Computer Science at Cambridge University and founded as a business in 2013, GeoSpock is the future of big data management, providing extreme-scale, high volume-ingest, ease of use, and interactive results.

Marketing & Advertising

Out Of Home Advertising (OOH) – All You Need To Know In 2021


It’s certainly an exciting time to be involved in the out of home advertising space. The demand for OOH campaigns has remained constant over previous years. Still, as we move into a new decade, the industry is understandably excited about what the future hold for real-world advertising.

A combination of tech advances with the traditional benefits of real-world ads has made the world of OOH unavoidable for many marketers and advertisers. We take a detailed look at the industry, where it’s been and what it might look like in the coming months and years.


What is out of home advertising?

Out of home advertising (OOH) is a form of advertising that can be found outside of a consumer’s home. Traditionally this includes everything from billboards to bus shelters, benches, and everything in-between. If you see an ad outside of your home (and it’s not on your mobile!), then you are most likely looking at some kind of OOH ad.

We all spend time outdoors, and with the growth of digital advertising, it can sometimes be hard to get your message heard. OOH solves this and is now combining with digital advancements to make it a powerful tool for advertisers and marketers.


Types of OOH advertising examples




Tube system, metro, and other travel locations



Street furniture


Benefits of out of home advertising

Out of home advertising can be a brilliant alternative to the world of online digital advertising. It can have limitations; for example, the rise of adblockers has meant that digital ads viewability isn’t always perfect. Combine this with the sheer amount of information that consumers are faced with online, and it’s easy to understand why digital advertising isn’t always the best solution.

With out of home advertising, this isn’t a problem. OOH ads are difficult to avoid, and they can have a significant impact on consumers due to their size and contrast to the real-world environment.

Alongside this, OOH has a positive effect as a complement to digital advertising. One study found that consumers are 48% more likely to interact with a digital ad after being exposed to an OOH ad first.


What you can do with out of home

Create impactful advertising campaigns

The reason that advertisers love OOH advertising is due to the potential impact that it can have on consumers. They take notice of these large OOH ads.

OOH campaigns can’t be ignored, compared to TV, radio, or mobile, which can often be turned off, or the consumer can move to another channel.

This means that advertisers can launch highly visual, impactful campaigns that attract the attention of consumers and allow brands to get their message to cut through.


Be creative

Out of home is a great place for creativity to thrive in the world of advertising. Large scale, impactful ad space is a fantastic place for creativity to thrive. Couple this with the need to provide a clear and lasting message, it’s perfect for testing some of your brand’s most creative ideas.

Combine this with the rise of data and new interactivity that is growing in the OOH space, and it’s easy to see why creativity is a key component of OOH campaigns.


Use location intelligently

Out of home advertising is extremely location-driven. Being in the real world, advertisers must consider where to place their ads to have the most significant impact.

With the rise of DOOH and other adtech stacks, advertisers can now do much more with location than previously available.

For example, it’s possible to understand, in real-time, the demographics of consumers that are nearby to OOH ad inventory. Based on this, advertisers can deliver dynamic ads that best suit the consumers at any given moment.

In the same way that digital marketing services have evolved to provide detailed insights and analytics into ad engagement and conversion, OOH advertising has now caught up. Campaign impressions can be measured, and attribution is now possible — all making OOH ads a powerful toolkit for any marketing department.


Purchasing in real-time

In previous years the purchase of OOH ad inventory was a laborious and time-consuming process. Today, digitization and innovation have meant that the time between purchase and viewability has been decreased to minutes.

This means that campaigns can be more adaptive and more likely to engage with consumer’s current surroundings and situations. For example, changing creatives based on the weather.

These advances have meant that the category is growing quickly amongst marketers and advertisers, with much of this growth being attributed to the digitization of the OOH space.


Trends in out of home advertising

The DOOH element of the industry is growing quickly. The industry is expecting to grow rapidly as the revolution that has swept across other areas of advertising and marketing to new heights reaches the OOH industry.

But what is everyone talking about in the industry? What are the trends that will dominate the following decade and beyond? We take a look at what we think will be the key trends as the industry grows and becomes more of a digital proposition.



While the majority of OOH inventory is physical, more digital screens are now a crucial part of OOH campaigns.

Digital screens are providing better optimization, and this means that advertisers can create more personalized messaging. ON top of this, it’s possible to use different kinds of triggers to trigger a more dynamic form of OOH advertising.

This innovation is no longer in its infancy, and advertisers have shown precisely how effective digital OOH can be. As well as this, they have demonstrated the scalability of DOOH.

Better and more accurate data is assisting in these innovations. Advertisers can now offer dynamic media based on the demographic and behavior of mobile devices in real-time.

Real-time advertising is critical, but in reality, it is part of a growing trend in which the industry is becoming a more reactive solution. The large amount of data that marketers now have at their disposal is fueling this. This versatility is driving OOH personalization and leading to fantastic results for advertisers that are using DOOH to achieve their goals.


Purchasing digital OOH media programmatically

A considerable advancement in the space is the Programmatic buying of OOH media.

This was previously a process between the advertiser, digital marketing agency, and the owner of the OOH.

The buying of OOH inventory has not just become automated and available to buy instantly. Still, it is now available in many of the same platforms and locations that marketers can purchase their mobile or display ads. Because of this, advertisers can now build campaigns seamlessly across several channels and mediums, including OOH.

This real-time purchasing also facilitates the use of first and third-party data sets. Encompassing this into campaigns can have the same effect that it has had in the world of digital marketing, namely, maximizing personalization and boosting ROI.


Attribution and measurement

One of the areas where the OOH industry struggled in comparison to digital media is in the area of measurement. Marketers can see detailed insights into the effect that their digital campaigns are having on awareness and conversions, all quantifiable and easily visualized. But now data has enabled this for the OOH industry.

As a result, brands can now see the number of impressions an OOH ad has generated. Analytics and insights have moved on from using surveys to gauge these metrics.

But this innovation with data doesn’t end with impressions. Smart data can help to close the out of home attribution loop. Movement data around store visits can bring digital attribution to the offline world and OOH ads.


Tips for OOH campaigns

As with any kind of marketing campaign, careful planning is crucial to make sure you get the most value from OOH advertising.

We live in a world where the smartphone can dominate attention. So breaking into that is a crucial goal of OOH campaigns. This is, as we have mentioned, becoming easier with the rise of DOOH and other interactive technologies.

Here are some essential tips to make sure that your OOH campaigns are a success, and you get the best return from your OOH budget.


Data is a key tool

One of the most significant transformations to hit the world of advertising and marketing has been the availability of data. This has led to better personalization, improved targeting, and more accurate measurement.

Make sure that where available, you are making use of data in your OOH campaigns. Understand what the options are to use your own datasets to improve your campaigns if buying OOH media programmatically look at how data can improve the results of your campaign.

For marketers, OOH is now an exciting place to be. Data is fuelling innovation and creating powerful DOOH campaigns.

We now have access to a large data ecosystem that wasn’t available ten years ago. These data sets have enabled advertisers to do more with their activities and campaigns.

However, the advertising is only as good as the data the fuels it. Marketers must be aware of the data they are using in DOOH. Third-party data needs to be highly vetted, and direct partnerships with 2nd party providers are a much better solution.


Try a shareable campaign

The best out of home advertising campaigns are designed to create a buzz. These campaigns work better when people are talking about and sharing them.

A great example is a recent campaign around the BBC TV series Dracula – the dynamic and provocative creative was widely shared on social media and became a viral sensation. All because it was the perfect blend of creativity and sharability.


Sometimes busier locations are better than more locations

It can be tempting to buy more sites or locations that are cheaper. But with OOH advertising, it can be much better to take a different approach.

To create the most impact, it can be better to choose a high traffic site that will reach as many people as multiple locations.


Less is more with OOH

With out of home, it’s important to make sure your message is simple. Less is more when it comes to OOH because most consumers will only look at your ad for a short period.

With a few seconds of attention, it’s important to keep the number of words to a minimum and to use visuals that are likely to grab attention. The aim is more to intrigue than to inform.


Next steps

Advertisers and marketers

See what you can do with OOH, get started with a campaign, or get the data you need to create a campaign that will smash your goals.

Read more 👉


OOH companies, agencies and inventory providers

Want to offer a smarter solution for brands and advertisers? Get in touch for compelling attribution, measurement, and other data tools that will transform your OOH offering.

Learn more 👉


What is out of home advertising?

Out of home advertising (OOH) is a form of advertising that can be found outside of a consumer's home. Traditionally this includes everything from billboards to bus shelters, benches, and everything in-between. If you see an ad outside of your home (and it's not on your mobile!), then you are most likely looking at some kind of OOH ad.

What are the main types of out of home advertising?

The main types of OOH ads are billboards, Street furniture, POS displays, bus shelters, kiosks, and telephone boxes. As well as this all advertising in transport locations.

Why is out of home advertising important?

OOH advertising is important because it gives brands a chance to communicate with a large number of consumers with powerful messages.


Talon boosts Ada’s capabilities through Tamoco partnership

Talon continues to invest in proprietary data management platform, Ada, boosting the platform’s capabilities through a partnership with Tamoco, a sensor-driven location data network. 

The partnership follows Ada’s continued success in helping advertisers to accurately target OOH campaigns on actual observed behaviours, delivering clear return on investment. Managing and activating billions of audience and location data points, Ada generates intelligence about people’s real and recent behaviours, including how they travel, the OOH inventory they engage with and the actions they take afterwards.

Tamoco’s first-party dataset will be available within Ada to support advertisers to accurately measure exposure around OOH inventory. The growth of the Ada platform demonstrates what can be achieved in the OOH space with more precise data and powerful data management tools.

Building on the platform’s existing capabilities, Tamoco are able to provide the same privacy compliant, high quality raw location data, as other trusted providers. The partnership will help to expand Ada’s breadth and depth of location data across the UK, providing advertisers with a deeper understanding of how people live, work and travel.

Barry Cupples, Group CEO at Talon, commented, “Our partnership with Tamoco reflects our continued investment in Ada. The demand for accurate, in depth understanding of audiences is growing and using Ada we are able to actively demonstrate not only how audiences behave but how best to target them efficiently, providing a clear impact on advertisers bottom line.”

Jonathan Conway, Chief Strategy Officer at Talon, added, “This partnership is strategically important for Ada. By working with large amounts of high quality, privacy compliant data, we are able to simplify the way advertisers access critical campaign planning and performance information. It enables us to continuously improve the platform and leverage deeper insights for more OOH campaigns.”

Daniel Angel, CEO at Tamoco continued, “Working with Talon allows advertisers to access detailed location data to attribute and validate their campaigns. The OOH space is evolving quickly and it’s important that data management platforms, such as Ada, continue to support datasets that focus on privacy compliance and accuracy so that advertisers can get a clearer picture of how their OOH advertising works.”


CCPA Compliance – How To Prepare Your Mobile App For New Privacy Laws

As of the 1st January 2020, the California consumer privacy act (CCPA) will introduce new rights for every citizen living in the state of California.

These changes will affect the way companies look at privacy. The legislation is currently only applicable to consumers in the state of California. However, as we will discuss, the act will likely have an impact across the US.

Along with the GDPR, which offers consumers similar data and privacy rights in the EU, the CCPA is something that all businesses need to consider. This starts with a brand’s databases, CMP, and website, but it also includes any mobile app.

Apps will be subject to the same scrutiny, and under the regulation, developers will need to find a solution to comply with the legislation fully.


What is the CCPA

First, let’s look at the technical side of the new legislation.

The act allows any consumer-based in California access to all information or data that a company has related to them.

The act also states that this information should include a full list of the third-parties that the data is shared with.

It also allows consumers to request that companies delete this data or stop them from sharing it with one or all of the relevant third-parties.

As well as this, the CCPA also means that companies will have to do more to explain to consumers what types of data they are collecting, why they are doing it, and how consumers can opt-out.


What does CCPA cover?

The act seems to take a broader approach than GDPR in terms of what constitutes personal information:

  • Any personal identifier such as name, alias, address, unique or online personal identifier, IP address, email, account name, social security number, passport, or driving license number.
  • Commercial data that includes records of property, product or services, or other historical purchase data.
  • Geolocation data
  • Biometric data
  • Professional information or employee data, such as employee time tracking, or employee engagement. You can even use a timeclock calculator to gather this data. 
  • Internet or other electronic network activity information including, but not limited to, browsing history, search history and information regarding a consumer’s interaction with a website, application or advertisement


What happens if my mobile app is not compliant?

According to the CCPA, companies will have 30 days to comply with the when regulators notify them of a violation. After this, is there is no resolution, the regulator will issue a fine of up to $7,500 for each record.

Despite this initial fine, companies are under threat from another area that is covered in the act. The bill allows an individual to sue a company. This occurs if a consumer gives written notice to a company that they have had their privacy rights violated. If the company cannot find a resolution, then the consumer can bring a class-action suit against the company.


How to become compliant

For mobile apps, it can be more challenging to become compliant with privacy laws. Many tools for manage consumer privacy preferences are web first, and there aren’t a lot of tools that exist for developers to manage consent and comply with the regulation.

Under CCPA, apps will need to understand the data that they have on all of their users. This needs to be attached to a single consumer to provide information about the data that the company has on an individual. This means a centralized location is needed that can access this information.

As well as this, how the data is used will need to be communicated to the user, including third-party uses.

Lastly, consumers need to be able to access this, manage their choices, and request that this information be deleted.

So, many dedicated nodeJS developers need an interface that clearly explains which data is being collected and why. It will also need to allow users to opt-out and define which third-parties can access this data.

Sound complicated? Well, luckily, there is a solution.


Tamoco’s mobile-first CMP

A CMP is a powerful tool that should be implemented anywhere where consumer data is being processed or stored. For these reasons, it makes sense to have a CMP that can cope with large amounts of consumer preferences and can manage these in several different locations and platforms.

The Tamoco CMP collects user preferences in applications. It allows consumers to collect and manage use preference for data collection and data use.

Our CMP is the world’s first mobile CMP that allows developers to comply with data privacy legislation such as the GDPR and the CCPA.

With a straightforward integration app developers can take control of their app and deliver privacy management at scale for all of their users.


What is the CCPA?

The act allows any consumer-based in California access to all information or data that a company has related to them. The act also states that this information should include a full list of the third-parties that the data is shared with. It also allows consumers to request that companies delete this data or stop them from sharing it with one or all of the relevant third-parties. As well as this, the CCPA also means that companies will have to do more to explain to consumers what types of data they are collecting, why they are doing it, and how consumers can opt-out.

Apps Marketing & Advertising

What Is A Consent Management Platform? All You Need To Know 2020


Since the introduction of more detailed privacy regulations, such as the GDPR and the CCPA, businesses have started to take consumer consent and data privacy seriously.

Consumer data comes in multiple forms, and it’s used for many different purposes, from advertising personalization to monetization.

Because of this, collecting and managing consumer preferences on how all of their data is used across these different use cases is not exactly the simplest of tasks.

Privacy laws have meant that businesses need a robust solution that provides consumers with this choice. Enter the consent management platform (CPM) – a toolkit that is designed to do just this.


What is a CMP

For consumer-facing publishers, there is a huge issue here. These businesses work with multiple partners across the advertising ecosystem. Each partner has numerous uses for consumer data, from advertising to personalization. Asking and managing this consent across an entire user base is a daunting task.

This is where a consent management platform comes in. By collecting user preferences for different data types and different uses and various partners, CMPs provide this functionality.

Think of a CMP of something that sits between the publisher and the user. It informs users about the type of data that the publisher will collect, whether through forms, or another method, and what this data will be used for. It allows consumers to modify these settings, stores this, and gives consumers a chance to opt-out and change these settings.

What this looks like for the consumer is usually a simple dialogue. This dialogue allows them to choose how their data is used. These preferences are stored and ultimately control of how user data moves between the publisher and the broader advertising ecosystem.

As a lot of new privacy regulations require businesses to offer this level of functionality to consumers, consent management software is a vital tool for any modern company.


Why do you need a CPM?

To give users the option to take control of their data.

CPMs provide the consumer with the opportunity to control their data and how it is used. They allow consumers to understand who is using their data and for what for.

CPMs give consumers the ability to revoke this access and update these preferences at any time. The tools then automatically communicate these consumer requests throughout the data supply chain.

This proves detailed control of personal data at an end-user level. This level of functionality puts the user in control and increases trust between a publisher, app, or other consumer-facing platform and the users that ultimately bring them revenue.


To comply with privacy regulation

The main reason that you need a CMP is to comply with relevant privacy laws and regulations. These tools are useful because they can be universally integrated across every consumer-facing platform, allowing companies to comply instantly.

Regardless of whether you’re an EU based business or not, correctly managing user preferences should be a priority. For website owners and publishers, offering users the choice and allowing them to achieve these at any point is fundamental to how regulators see the data-driven world.


To deliver better experiences, improve personalization or monetize user data

First-party data uses still require the same level of opt-in as data that is sent on to third-party solutions.

That means if you are using customer or user data for analytics or insights, you’ll need to implement the choice controls that come with a CPM.

This also applies for personalization, whether first-party page personalization or passing data onto third-parties to deliver personalized ads on your inventory.

As well as this, CPM functionality is required for data monetization or other activities where a user’s personal data is used for monetization purposes.


Are all consent management platforms compliant with GDPR and CCPA?

Well, no. You’ll have to check with the current privacy laws to be 100% sure. An excellent way to understand which CPMs are is to check to see if they use the IAB framework.


IAB transparency and consent framework

The IAB GDPR transparency and consent framework was built to understand what is needed from a CPM from a technical standpoint to comply with the GDPR. If that sounds like a mouthful of acronyms, then don’t worry, it can be a little confusing.

What this does in practice is sets several hoops for CMPs to jump through for their consent management platforms to be GDPR compliant. So, look out for this term when choosing a CPM as it means they have taken the time to verify that they are following best practices according to the leading industry body.

At the time of writing, there is currently no equivalent for the CCPA.


The Tamoco consent platform + SDK

A CMP is a powerful tool that should be implemented anywhere where consumer data is being processed or stored. For these reasons, it makes sense to have a CMP that can cope with large amounts of consumer preferences and can manage these in several different locations and platforms.

The Tamoco CMP collects user preferences in applications. It allows consumers to collect and manage use preference for data collection and data use.

Our CMP is the world’s first mobile-first CMP that allows developers to comply with data privacy legislation such as the GDPR and the CCPA.

With a straightforward integration app developers can take control of their app and deliver privacy management at scale for all of their users.


How Big Data Is Changing The Event Planning & The Events Industry

Big data plays a crucial role in many industries, and event management is just one of them. People all across the world are relying more and more on their smart devices, and it has become increasingly easier for event organizers to gather and use data to cater more directly to event attendee’s experiences.

Event planners are leveraging big data to deliver highly personalized events and boost attendee engagement. In this article, we’ll look at some of the ways you can use big data to provide better event experiences and learn more about your audiences’ needs and expectations.

Let’s put everything into context before we begin.


What Is Big Data?

Generally speaking, big data refers to the enormous volume of data that is collected daily. The data itself doesn’t necessarily have to be useful on its own. It’s the insights, trends, and patterns the data reveals that event planners are most interested in.

For event organizers, big data analysis involves collecting vast amounts of data from their attendees, sponsors, and target audience. This might be in the form of emails, surveys, tweets, photos, or location data.

Event planners can use big data to organize attendee-centric events, increase attendee engagement in real-time, and deliver enhanced event experiences.

The good news is that implementing data analytics in your event planning doesn’t have to be complicated. You can work with the data sets that are already available to you and extract valuable insights from them.

If you’re not collecting any data from your target audience or attendees, the first step is to identify the key data points you’re most interested in. For example, if you’re hosting a business conference, you will need to know where attendees are traveling from so you can provide each attendee the best advice for lodging and commuting to the event venue.

Now that you know what big data is and why it’s important for event organizers, let’s look at how you can implement big data in your event management business.


4 Ways Big Data Is Driving the Events Industry

Below we discuss some ways big data can help event organizers plan for successful and engaging events.

#1: Improving Targeted Promotions

Promoting your event takes up a lot of monetary resources, which is why you need to make sure you can cost-effectively maximize your audience outreach. By gathering and analyzing data on your attendees, you’ll be able to find ways to connect with them.

For example, attendee surveys might indicate that most of the respondents first learnt about your event from your social media pages. So, instead of focusing on company spending on offline marketing strategies, you might consider spending more on your social media campaigns.

Location data {information about geographic positions of devices such as smartphones or tablets} allows event marketers to connect their digital marketing efforts to how prospective attendees behave in the real-world. As a result, event marketers can provide even more personal advertising to their target audience.

To attract more attendees, you need to ensure that you’re advertising to the right audience; otherwise, you might experience a drop in event attendance and audience engagement. Analytics can help you discover when your target audience is actively using social media, what is the best way to connect with them, and how you should craft your message to get their attention.

Big data can help you identify what your prospective attendees respond to, which you can then use to improve your event planning. Having access to this information will not only help you customize your ads to attract more attendees but will also be useful in delivering personalized event experiences to your guests.


#2: Gaining Insight from Analytics

Analytics can help you figure out the specific topics and themes that most interest your audience, the guest speakers they want to listen to, and any tools or presentation technology they’d like you to implement in your events.

By gaining access to the right information, you’ll be able to discover their pain points and what your guests expect from your events. Start by collecting online search data or using pre-event survey forms to gather this information directly from your attendees. Similarly, you can search through social media sites, community sites, as well as this you can make use of powerful location intelligence and analytics to reveal your attendees’ motivations.

Big data can help you identify the different factors that affect audience behavior and leverage them to your advantage. You’ll be able to predict trends months (or even years!) into the future. Predictive analytics lets you make near-accurate guesses and allow you to see which existing topics have growth potential so you can jump on them before your competition.

Google Trends is also an excellent tool for discovering what your prospective attendees search for. By comparing search terms with historical data, you can predict what will be popular in the future, and when you should host an event around it.


#3: Personalizing Attendee Experiences

The data you collect from your attendees gives you insights into how you can enhance attendee satisfaction. You can use technologies such as location data, RFID, VR, and beacons to deliver unique event experiences.

For example, you can send information to nearby devices using beacons, allowing your attendees to only focus on the booths they’re most likely to be interested in. This is also a great way to offer location-based experiences to your guests.

Pepsi organized a dance party at SXSW, where dancers wore wristbands that would gauge their reaction to a stimulus. The wristbands measured body temperature, the volume of music, body movement, as well as the physiological arousal through body sweat. This information was used by the event’s DJ to figure out what music people loved the most. In addition to this, it enabled the crowd to control lighting, bubble machines, and smoke machines.


#4: Crowdshaping

Another way big data can help you improve your event planning efforts is by letting you better manage crowd densities at the venue, also known as crowd shaping. It’s an effective way to make sure attendees can enjoy your events without openly influencing their behaviors.

For example, if you see a crowd of people around the book signing tables, you may decide to extend the time allocated for that particular activity in real-time. If a guest speaker is about to take the stage, you can send out notifications to let attendees know that they can get their books signed after the lunch break.

In addition to this, you can use data from past events to improve upcoming events. For example, if data from one event indicates that attendees like open spaces to walk around during breaks, you can use this information to book future venues with plenty of extra space.

In its simplest form, geolocation is capable of giving you information about the location of a person. Beyond that, it can be used by event organizers to gather crowd density data about events. This allows them to manipulate crowd flow more effectively.

Crowdshaping and big data come together to help you identify problems in your crowd flow and enable you to solve them by making proper adjustments quickly. In the long run, this information will allow you to make better event planning decisions (such as opening more check-in lines) and go for venues that meet your audiences’ specific needs.

Event organizer at C2 Montreal gave RFID badges to their attendees that collected their location data. This allowed organizers to see where the majority of the attendees gathered and which event places received less traffic. They found more crowds near food tables, which led them to send more food service staff to those places.



The data you gather on your attendees is a valuable resource that can help you improve your event experiences. You can always start small and use whatever data you have to learn about your audiences’ needs and expectations. With time, you’ll feel more comfortable collecting and working with big data.

Event Espresso lets you collect, control, and own all the data you collect for free. You can export your event attendees’ data into Excel or CSV format and use it however you want.