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Mapped Out: Mobile Location Data Explained
Mapped Out: Mobile Location Data Explained
Mapped Out: Mobile Location Data Explained
OVERVIEW
LOCATION IS A CORE COMPONENT OF EVERYTHING WE DO AND MOBILE DEVICES ARE ALL LOCATION AWARE BY DEFAULT. LOCATION-AWARE
TECHNOLOGY INCLUDES SENSORS AND METHODS FOR DETECTING OR CALCULATING THE GEOGRAPHICAL POSITION OF A PERSON, A MOBILE
DEVICE, OR OTHER MOVING OBJECTS. THIS TECHNOLOGY DELIVERS THIS LOCATION INFORMATION TO OTHER USERS OR APPLICATIONS.
IF YOU USE AN ANDROID PHONE OR IOS DEVICE, YOURE ASKED EARLY IN THE SETUP PROCESS TO OPT IN TO GOOGLES LOCATION TRACKING.
IF YOU WANT TO OPT OUT, GO TO LOCATION; TAP GOOGLE LOCATION REPORTING. LOCATION HISTORY ALLOWS GOOGLE TO STORE A HISTORY
OF YOUR LOCATION DATA FROM DEVICES WHERE YOU ARE LOGGED INTO YOUR GOOGLE ACCOUNT AND HAVE ENABLED LOCATION REPORTING.
YOU CAN VIEW AND MANAGE YOUR LOCATION HISTORY AT HTTP://MAPS.GOOGLE.COM/LOCATIONHISTORY AND CAN TURN OFF LOCATION
HISTORY AT ANY POINT, BUT DOING SO WONT DELETE YOUR LOCATION HISTORY.
BEACONS
A-GPS
OPTIMAL CONDITIONS, A
SMARTPHONE TO CALCULATE
WIFI
REDUCE EFFECTIVENESS.
CELL TOWERS
RELATIVELY EASY.
THE DOWNSIDE: USERS ARE NOT ALWAYS NEAR A NETWORK
IP
USER REGISTRATION
REGARDLESS OF THE SOURCE USED, LOCATION DATA IS TRANSLATED INTO LATITUDE AND LONGITUDE.
ADOPTED BY 11 MOBILE LOCATION ANALYTICS FIRMS SUCH AS AISLELABS, EUCLID AND PATH INTELLIGENCE, FACILITIES SUCH AS AIRPORTS,
STORES AND HOTELS USE MOBILE LOCATION ANALYTICS (MLA) TECHNOLOGY TO UNDERSTAND THE TRAFFIC PATTERNS OF PEOPLE IN
THEIR VENUES. BY LEARNING AND USING INSIGHTS, SUCH AS HOW LONG CUSTOMERS STAND IN LINE AND HOW THEY GENERALLY MOVE
AROUND AN AREA, THESE FACILITIES CAN ENHANCE OPERATIONAL EFFICIENCY AND IMPROVE USER EXPERIENCE.
LOCATION DATA
SOURCE: NINTHDECIMAL; FOURSQUARE
1ST
PARTY
3RD
PARTY
EXCHANGES.
PERSONAL ACTIVITY AT A
CONTEXT.
HAND.
CUSTOMER ENGAGEMENT.
RETAILERS USING
LOCATION-POWERED
ADS SAW A 74% LIFT
IN FOOT TRAFFIC
35% OF MOBILE
CONSUMERS MAKE
PURCHASES ON
THEIR SMARTPHONE
RETAILERS USING
LOCATION-POWERED
ADS SAW A 56% LIFT
IN VISIT FREQUENCY
37%
FAVOR APPS
30%
FAVOR
MOBILE WEB
33%
PREFER APPS
AND MOBILE
WEB EQUALLY