Mobile Tracking Drives Consumer Data to Mazda
Posted in: Uncategorized
Mazda wants to know where consumers were eating or shopping before they checked out the latest Miata. Mobile location tracking and targeting data from PlaceIQ not only helps the company aim ads to people the automaker thinks would want to test drive a car, it can show how many interested consumers also visited a competitor’s dealership or which portion of them visited a big box store before eyeing Mazdas.
“They help us define behaviors based on real-world location,” said Shari Kourilsky, group manager for digital marketing at Mazda. “The value of this to us is we’re actually getting real world [indicators],” she said. The carmaker has worked with PlaceIQ for the past quarter to test a mobile ad effort that combines audience targeting with tracking.
The mobile firm uses satellite data to carve physical locations into 100×100 meter tiles. It ingests billions of data points referring to each of those areas, applying attributes to locations such as what type of business it is or the average household income of the area’s population or people who frequent the location. The company can detect a device ID that’s been hashed — or obscured for privacy purposes — when it is present at one location and later at another.
Post a Comment