In the US, location analytics firm PlaceIQ has partnered with media agency Starcom MediaVest Group (SMG) to develop a platform called SMG MAPS, which uses consumer behavior insights for media planning, activation and measurement.
Powered by PlaceIQ's proprietary consumer insights platform (CIP), the new tool will give SMG's planners and strategists behavioral, demographic, consumption and purchase data across geographies and devices, for millions of consumers. Uses will include place visit rate analysis as well as campaign measurement.
Duncan McCall (pictured), co-founder and CEO of PlaceIQ, comments: 'This partnership is an extension of our mission to change the way brands understand and respond to consumers, based upon the context of time and location, With the ability to connect physical world behavior to anonymized digital consumer data, SMG MAPS provides planners with an important new dimension of insights when identifying and reaching audiences across all devices.'
Web sites: www.placeiq.com and www.smvgroup.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.