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RESEARCH, ANALYSIS & TRENDS

Location-based data fuels next generation

of insight-driven marketing

Blis, a company specialized in understanding real, infusion of location-based data and marketing
human behavior by analyzing vast quantities of mobile capabilities could be a crucial next step in brands and
location data, provides businesses with information retailers’ response to consumers’ omnichannel
about what people actually do to help them improve shopping tendencies.
consumer engagement and deliver measurable sales
uplift. Its Smart Platform provides unmatched “Real-world intelligence opens up a new level of
transparency, accuracy and scale through three understanding regarding consumer behavior – the truth
proprietary technologies: SmartPin, Smart Scale and about what people actually do,” says Greg Isbister,
Smart Places, which enable more effective planning, CEO, Blis. “Location data technology has advanced in
activation and measurement for marketers and business leaps and bounds over the last few years and we’re
decision makers alike. now seeing marketers commit more spending than ever
to highly innovative and engaging campaigns.”
The fact is, marketers across Asia Pacific are turning to
location data to gain a competitive advantage over their “But its benefits don’t stop there,” continues Isbister.
rivals, according to new data. “Brands also trust the business-critical information they
receive from real-world intelligence, gleaned from
The study, conducted with 150 CMOs, heads of analyzing vast quantities of location data. It allows them
marketing and agency directors from travel, retail and to better understand the customer journey, see which
consumer goods brands, uncovers how central location- stores are performing well, improve attribution models
based marketing has become both marketing and and map where consumer demand is coming from.”
growth strategy.
As consumer habits evolve, the retail industry tries to
In Singapore’s mobile-first society, it’s no surprise keep step by deploying omnichannel strategies to meet
that 80% of Singapore consumers currently use their demands for personalized and perfectly timed
mobile phones while shopping in-store. To provide experiences.
digitally connected spaces for brands and retailers, who
aim to incorporate analytics and automation to Marketers in Asia Pacific have tapped into the
transform customer experiences, mall operators like versatility of location data to improve conversions,
CapitaLand have recently launched NomadX, analyze campaigns and provide a deeper
Singapore’s first “phygital” multi-label concept store, the understanding of business performance:
city state’s first online and offline shopping mall. The

4 July 2019 - Multichannel Marketing, Mobile & Video Marketing