Drew Breunig is the executive vice president at PlaceIQ and has been there for over 7 years. PlaceIQ developed a technology that would accurately represent a consumer's journey in the physical world. With precision and accuracy, their engineers created a cutting edge platform that delivers a unique view of the consumer journey.
At the DMC event Drew simply explained how it is possible to track a consumer's journey while respecting the user's privacy. Below are the steps for how this data is acquired and how it can be used as a marketing strategy.
To track location there first needs to be an app installed where tracking is enabled. These apps will always ask for permission to track location and will normally be one of the first things that pop up.
The app will give 3 options for location tracking.
[ Always Allow, Only While Using the app, or Never Allow. ]
The user will decide how much data they want to share with the app. If permission isn't given when first opening the app it will ask again for approval.
Once permission is granted the operating system will send the location data to the app.
A mobile "OS" or operating system is a set of data and programs that runs on a mobile device. It manages the hardware and makes it possible for a smartphone to run apps. They also manage cellular and wireless network connectivity, as well as phone access.
The operating system works by using 4 Antennas to know where it's at.
The operating system is necessary and acts as a middleman for the following reasons.
The location response sends the following information to the servers.
Everyone gets the same tracking data from the operating system. The software is what makes the difference in interpreting the data. Location intelligence software determines when visits occur, what is being visited, and more:
Understanding if an audience passes by your location every day or only once can make or break a campaign. The information gathered from these datasets can be used to build an audience with the knowledge of the consumer's journey and create a successful campaign around it.