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PlaceIQ’s LandMark Powers Location-Based Insight Innovation for Clients

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LandMark empowers industry leaders with premier location data providing accurate insights into the Consumer Journey

PlaceIQ, the company building a new model of consumer behavior with location data and insights, announced the first series of successful client engagements as well as the wide release for its LandMark data offering.

PlaceIQ Logo
PlaceIQ Logo

Industry leaders across retail, automotive, consulting, e-commerce, dining, hospitality, and financial services have selected LandMark to access PlaceIQ’s premier audience, behavior and visitation data, to inform a host of business and marketing decisions.

Core component for location-based insights

LandMark’s list of beta partners to date includes Ansible, Gas Station TV (GSTV), Havas Media, and The Media Kitchen, among others. These partners have made LandMark a core component for powerful location-derived insights about the real-world customer journey to effectively inform a wide variety of decisions: media activation, cross-channel strategy, competitive positioning, retail site selection optimization and financial investments.

LandMark’s data-as-a-service capability gives marketers and businesses seamless access to PlaceIQ’s premier location dataset, which is built on an understanding of billions of location-enabled daily device movements.

Duncan McCall, CEO and co-founder, PlaceIQ
Duncan McCall, CEO and co-founder at PlaceIQ

Duncan McCall, CEO and co-founder at PlaceIQ said, “For more than seven years, we’ve had a front row seat to location data’s evolution as a business enabler. Location data’s true value is the ability to objectively provide an understanding of the consumer journey, which provides nearly limitless applications for informing and solving business challenges. LandMark’s rapidly growing customer base demonstrates the versatile use cases this unique dataset can support. It’s enabling market leaders the capability for sophisticated audience analytics, customer segmentation and competitive intelligence on their own terms, and the ability to apply insights in any corner of their organizations.”

Sample use cases for LandMark include:

Retail: Understand changes in share-of-visit to stores or competitor stores over time, analyze lapsed customer audiences to understand competitor loyalties, and optimize potential store locations to align with foot traffic patterns.

Automotive: Find geographical areas with high potential for expansion based on customer loyalty, analyze audiences who own competitors’ vehicles, and understand the cross-shopping behavior of dealership visitors.

Dining: Analyze changes in visits to competitors’ brick-and-mortar stores as they roll out new products or compare foot traffic to competitors’ during breakfast, lunch and dinner.

Media agencies: Develop new and unique audiences for media targeting and improve new business efforts by thoroughly understanding a brand’s customers.

Robert Lamberson, Director of Analytics at Ansible said, “LandMark has proven to be a valuable tool for guiding media decisions across the board. LandMark allows us to understand potential customer segments in unique ways, such as ongoing visitation frequency to one brand against another, average distance traveled by customers to brands, and visitation trends down to specific DMAs. These unique insights allow us to inform strategy for our clients on both a national and local level.”

Eric Sherman, SVP of Insights and Analytics, GSTV said, “As a large, national, location-based video platform, high quality location intelligence is critical to serving our advertising clients. Other partners have done a great job of helping us harness location data to demonstrate the value of GSTV’s active-consumer audience but LandMark from PlaceIQ has taken us a step further – it’s allowed us to answer the follow-up question: why does GSTV work so well? By analyzing actual retail visitation among the GSTV audience and comparing that to national averages using LandMark, we’ve been able to make a strong case that GSTV is an especially efficient advertising platform for a variety of advertisers. These insights, and the ability to customize them at a client level, have helped us paint a more nuanced and robust portrait of the GSTV audience, and enabled us to demonstrate the value to advertisers of reaching consumers at the pump.”

Kelly Lundquist, Manager, Data Strategy at Havas Media said, “LandMark offers interesting new data to incorporate into the media insights and planning process. It’s a dynamic offering that allows you to answer questions about what’s happening in the marketplace, like what share-of-visit for a brand looks like, how overall visitation is ebbing and flowing, and how brand health can be measured market-to-market. Rather than relying on static dashboards, the LandMark platform offers versatile analysis of location data to distill useful insights for existing and prospective clients.”

Joshua Engroff, Chief Digital Media Officer at The Media Kitchen said, “LandMark has proven to be a valuable resource to us because of its versatility. It has provided access to an incredible wealth of location-aware intelligence that can help us inform strategy, both broadly and tactically, for clients. It’s helped us answer new kinds of questions for our brand clients. Because it provides deep insights into the customer journey via an understanding of visitation trends and share-of-visit analysis, LandMark is an important part of Media Kitchen’s data stack.”


Also read: 5 Ways to Disrupt Video Marketing in 2017

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