Location-based marketing adds real-world context to your data, helping you reach customers based on where they live. With Speedeon’s Location Scores, it has never been easier to combine location data with your customer models for smarter marketing strategies.
Think about your daily choices – the stores you visit, the gym you skip, the café you frequent. Now imagine marketers actually understood the local context behind those decisions. With competition growing every day, brands must see their customers from every angle to build stronger relationships and stay ahead. This means, you need to get as nitty-gritty as you can in analyzing, modeling, and targeting audiences.
What are Location Scores?
Speedeon’s Location Scores is a new custom data modeling solution for marketers and data scientists to fine-tune their audience models and improve their targeting efforts. Utilizing geographic location data, these scores essentially tell you how close or far a prospect is from your store location or other stores in general.
By quantifying a consumer’s proximity to nearby points of interest – whether it’s a hardware store, supermarket, or hairstylist – Location Scores give you a nuanced understanding of the customer’s surroundings.
This type of location marketing allows businesses to align outreach efforts with real-world behavior patterns.
Types of Location Scores
With Speedeon, you have access to two types of location intelligence:
- Category Scores – These scores measure a prospect’s proximity to store locations within a general category, like grocery stores, restaurants, or insurance providers. Measuring accessibility to these everyday services showcases the convenience, lifestyle, and commercial activity surrounding a user’s physical location.
- Brand Scores – These scores measure a prospect’s proximity to specific brands like your own store in the locality. You can also use it to see how close they are to a specific competitor. A higher Brand Score indicates greater brand presence and accessibility within a given area – key data for winning in high foot traffic areas.
Why Use Location Scores?
Location Scores highlight things like how easy it is for people to get what they need, how convenient nearby services are, and how many options they have. These everyday factors have a big impact on what people choose to buy. It’s where customer experience meets location-based insights.
For example, even if a customer has the traits of your ideal customer persona, they may not engage with your brand if they live quite far away from the store (low brand score) and have other alternatives located nearby (high category score). But knowing this critical piece of location data can help you implement better marketing strategies.
Better Targeting to Win More Prospects
How you reach out to clients living nearby and how you reach out to those living far away is different. With Location Scores, you can personalize marketing content accordingly. For example, incentives like free delivery for a set purchase value can draw users based farther away. Location-based targeting helps you deliver the right value proposition to the right customers.
Win New Markets, Thrive in Competition
By understanding the density of stores available nearby, brands can determine the competitive landscape in a locality. For example, a high Category Score reveals that the area is quite competitive with many options for consumers. You’ll need a stronger marketing strategy and better customer engagement tactics to stand out. This is where insights from mobile devices and social media can help reinforce your message with hyper-targeted advertising.
More Context, Smarter Marketing
By understanding the local context both in terms of general and brand location scores, marketers can align messaging, offers, and channels with the unique surroundings of each audience segment. This makes your marketing campaigns more relevant and appealing, increasing the ROI of your location-based marketing efforts.
When you tailor personalized content based on real-world user behavior, you meet people where they are – literally and figuratively.
Get Started with Location Scores
Speedeon’s Location Scores can be incredibly helpful in filling the missing piece of your foolproof marketing strategy. If you are a data scientist, Location Scores can enhance your predictive models with geospatial and location data, helping you build more effective lookalike audiences. Alternatively, marketing teams can also upload the scores directly into the AudienceMaker to get a comprehensive picture of their targeted prospects and users.
Want to know more? Book a demo with one of our experts and learn more about our data solutions and how they will help your location marketing strategy.
