Note: This article was published on StreetFight on May 23rd, 2017 by April Nowicki
Image and video hosting website Photobucket is the latest tech brand that’s going local. The company announced today that it is partnering with location intelligence firm Cuebiq to understand users’ offline behaviors and provide them with a more relevant experience.
The location data that Cuebiq provides allows apps like Photobucket to understand anonymous users visitation patterns, how much time users spend at points of interest, and brand loyalty.
Cuebiq CEO Antonio Tomarchio told Street Fight via email that it’s incredibly important for brands to evolve their marketing strategies to offer more targeted options and experiences to customers.
“The ability to offer more targeted options and experiences to customers is marketers’ holy grail to create powerful and relevant connections with their target audiences,” Tomarchio says. “Specifically, when thinking of app publishers such as Photobucket, it allows them to increase users’ app engagement and extend their lifetime with the app. Second, it helps them to better serve their advertisers through more customized solutions like geo-targeting, location-based campaign optimization, and footfall attribution measurement.”
Targeting consumers with information they want is one of the biggest trends in brand evolution, and having access to location data helps brands serve their customers better.
“The incredible power of location data lies in its ability to help brands bridge the online and offline worlds, in order to understand consumers’ behaviors, visitation trends, offline interests, and brand loyalty,” Tomarchio says. “Think of publishers like Photobucket, for example. When analyzing the location patterns of users over time, app publishers are given real-world insights into geo-behavior, which pairs users’ consumer behaviors and trends with location.”
Publishers can use this kind of data to analyze anonymous users’ visitation patterns over time, identifying trends and gathering actionable insights into users’ offline behaviors like frequency of store visits, purchase patterns, how long they spend at a location, and brand loyalty.
Cuebiq has now partnered with more than 180 publishers, expanding its data-driven insights to more than 61 million monthly active users. Photobucket has more than 100 million registered members who upload more than four million images and videos per day from the web, smartphones, and connected digital cameras.
“Utilizing new data points that will be available for us by Cuebiq will help us better understand how our users interact with our apps,” said John Corpus, CEO of Photobucket, in a statement. “More importantly, it will help us hone in on what matters to our customers on a daily basis.”
Photobucket aims to deliver a more relevant experience to users, and the partnership with Cuebiq will also have the effect of quantifying Photobucket advertising campaigns for its brand partners. Publishers are constantly looking for ways to differentiate from the competition in order to draw more customers and advertisers. Location data allows them to better understand and respond to consumers’ needs, interests and behaviors – and in turn, having hard numbers about what customers are going to what stores will affect where brands will spend marketing dollars.
Cuebiq’s technology also provides publishers with sales tools that help drive revenue, including real-time campaign optimization based on store visits, post-campaign footfall attribution measurement, and audience insights.