• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Local

Proximity and beacon data now making its way into DSPs for retargeting

Unacast and Juice Mobile deal a leading indicator of where market is going.

Greg Sterling on November 16, 2016 at 1:05 pm
  • More
mobile-smartphone-location-maps-ss-1920

When they hear “beacons,” most marketers think of in-store coupons or notifications. Yet retargeting is quickly emerging as a compelling use case for the proximity data and technology.

Yext launched one of the first beacon-based, offline-to-online retargeting solutions but later decided to abandon it. Today, Unacast and mobile marketing platform and DSP Juice Mobile are announcing a partnership to provide marketers and brands with proximity data for mobile retargeting and attribution.

A number of companies today are using location data for targeting, attribution or retargeting. However, Unacast CEO Thomas Walle says that the difference here is that the data are “deterministic,” very “granular” and available at scale:

The data is 100 percent deterministic and we can understand what people have been doing inside stores, in specific departments and interacted with different products. This granularity does [not exist] at Facebook, Google or any other company.

Unacast aggregates beacon and other proximity sensor data (e.g., WiFi) from numerous third parties into a database. The company says this is the first time this kind of proximity data has been available at scale.

As suggested above, Walle argues this data is not the same as store visits data, which is itself underutilized and very powerful. The data here includes in-store information: “from what stores [consumers] visit to the aisles they spend the most time, to the products they are standing by.” Walle points out that GPS has variable accuracy and that proximity data is much more reliable.

The uses of location data are many and varied, including analytics and attribution for a range of media channels, contextual targeting and greater personalization for marketing messages and ads. The issue is that many of the available capabilities now exceed what most marketers can execute against. CMOs and marketing departments need to catch up to the technology.

Retargeting is conceptually straightforward and, together with analytics, will probably emerge as a dominant beacon use case: customer X was in the store — or in a particular department such as young women’s apparel — so we know something specific about interests and buying intentions. This can subsequently translate into more customized ads and even segmented email messaging.

Location is an elastic and extremely valuable tool to accomplish many business objectives. As more marketers wake up to the value of location data, we will continue to see many more deals like this.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Channel: LocalMobile Marketing

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Next Event: Sept. 14-15, 2021

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • Gartner Magic Quadrant for Digital Experience Platforms
  • Selecting a Customer Data Platform For Your Organization: The 2020 Gartner Market Guide
  • The Complete Guide to Web Core Vitals
  • The New Era of Automation in SEO
  • Nielsen Annual Marketing Report: Era of Adaptation
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $149

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.