PlaceIQ Buys Foot Traffic Specialist FreckleIOT

New York-based location intelligence firm PlaceIQ has acquired location data and foot traffic measurement business FreckleIOT from off-line media measurement firm Freckle. Terms of the deal have not been disclosed.

Founded in 2014 by Neil Sweeney, FreckleIOT determines the effectiveness of media across channels in driving customers to a targeted physical location. The business's footfall measurement adds mobile location data to a proprietary Point of Interest (POI) location graph, then filters for dwell and deduplication to help brands understand visitation trends. Users can find out how far customers travel to a location; what time of day or day of week they visit; and how long they stay at a location. It can also uncover information about the most popular stores, cities and markets, along with foot traffic by market share, and cross-visit trends with competitors.

According to PlaceIQ, FreckleIOT will expand its footprint to new customer verticals and territories in Canada. In addition, the sale will allow parent group Freckle's executive management team to focus on the expansion of sister company Killi, a consumer-focused platform through which consumers can amalgamate and monetize their data.

Duncan McCall (pictured), CEO and co-founder of PlaceIQ, comments: 'Our team has grown PlaceIQ into an enterprise that could integrate an equally innovative young company into our own, with the goal of meeting the significant demand for location-based insights. This is an exciting and proud milestone'.

Web sites: www.placeiq.com and www.freckleiot.com .