New York-based location intelligence firm PlaceIQ has enhanced its technology with the addition of location-based spending data from MasterCard's insights arm MasterCard Advisors.
PlaceIQ's platform combines dynamic movement data with quantitative purchase data to help CPG companies better understand real-world shopping behavior, including consumers' affinities for brands and products, and their movement along the path to purchase.
Through the partnership, MasterCard Audiences - aggregated and anonymous insights on shopper segments such as retail, dining, travel and others - will be combined with PlaceIQ's understanding of real-world behavior, with the resulting insights available to inform media strategy, audience activation and measurement. Marketers can also access campaign analytics drawn from merging PlaceIQ's Place Visit Rate with MasterCard Audiences, to assess impact on sales.
Nadya Kohl (pictured), EVP of Business Development at PlaceIQ, comments: 'With this enhancement, we can bring a powerful new dimension of understanding to consumer audiences. By inferring insights about what consumers do in the real-world with spend insights, brands will be able to transform the way they acquire, retain and engage with customers'.
Web site: www.placeiq.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.