Greg Sterling says, “Location data platform PlaceIQ and mobile messaging tool AppBoy have teamed up. In the context of their announcement, the two companies showcased a case study with retailer Urban Outfitters. The noteworthy aspect of the case study is that offline location data were used to target audiences online — for e-commerce purposes.

The result: location data from PlaceIQ outperformed online signals alone. I spoke to PlaceIQ CEO Duncan McCall about the case study.

While marketers are increasingly aware of the value of offline data for digital attribution and competitive analytics, they’re less aware that location data can help build online audiences that are often more reliable than conventional online signals, and potentially, even first-party data.

McCall said that Urban Outfitters saw an e-commerce conversion increase of 75 percent and a revenue increase of 146 percent during the test”.

Case study: Location data outperforms online signals as e-commerce targeting tool

Marketing Land

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