Thanks to the technological advances made in mobile phones, and the millions of applications accessible on these devices, AirSage has seen a significant rise in the widespread use of location data over the past fifteen years.

Marketers throughout every industry can leverage this form of business intelligence to tackle countless problems related to identifying and targeting their ideal target audiences. However, as is the case when using any form of consumer data, it’s important for all marketers to remember and practice the basic principles that guide the successful and safe use of location intelligence.

Based on AirSage’s 20 years of experience working within the world of location intelligence, we are offering up the following top five rules every brand, marketer, or company working with location data should adhere t0o.

 

Always Put Privacy First 

Protecting user privacy and data is key when it comes to implementing a location intelligence solution into your marketing strategy. Marketers should ensure that protecting data privacy is at the forefront of any and every use case they have with location data.

 

Be Transparent 

Continuing the theme of protecting user privacy, AirSage advises all marketers bringing location intelligence into their marketing strategy to be transparent with all of their users. Show clearly and honestly how you use data, where it is stored, and how it brings an added value to their experiences with your brand.

 

Don’t Stop at Sociodemographic Attributes 

Sure, attributes like gender, age, income, and profession are important to marketers hoping to gain more insight into the behavior trends of their target audiences. However, smart marketers and location intelligence users know to not stop at basic demographics. A user’s census class level neighborhood, typical hangout spots, favorite sports venues, and daily commute provide a much clearer picture of their needs and unique buying personas.

 

Don’t Lose Sight of Your Existing Markets

Location intelligence allows marketers to discover new opportunities in markets they may have previously overlooked. It’s important for marketers to remember to not lose sight of their primary markets while they’re out conquering new ones. Fortunately, location intelligence allows users to keep an eye on existing markets and their consumers within them, while they discover new opportunities.

 

Customize for Different Segments

Utilize the important information you obtain regarding your different consumer segments and tailor your messages to appeal to these different segments. Segmentation is very important in today’s digital world, as customers respond better when messages feel more personalized to their needs, wants, and tastes.

Location, location, location! We’ve all heard it said at least once before, and, with good reason. Physical location and the locations of individuals play an incredibly important role for businesses in all sectors of industry. This is why more and more companies are turning to location intelligence to help give them an extra edge. 

What Is Location Intelligence?

Location intelligence can be defined as “the process of developing thoughtful insights from physical location.” Here at AirSage, we like to define location intelligence as a methodology that allows for the understanding and visualization of location data to help solve a wide variety of business problems. We view this innovation as a tool to unlock never before gained insights and data regarding populations, consumer behaviors, and target markets. 

In short, location intelligence takes the guessing game out of the picture. To give you a little more perspective, location intelligence is helping all sorts of companies answer questions like: 

 

 * What geographical areas should I focus my marketing efforts on for maximized

   results?

 * Who are my customers, and where do they call home? 

 * Which market should I venture into next based on where customers are?

 * How are people moving in and around my business’s physical location?

 * What are my major competitors up to, and how do customers interact with them? 

 

Where Does Location Intelligence Come From?

Location intelligence is derived from location-based data. Suppliers gather location data from consumer’s mobile devices with their permission. Protecting user privacy is, and always will be, one of the top priorities for all location intelligence companies. To ensure all consumers are protected, location data is only gathered from devices that have consented to share information. Additionally, no personally identifiable information is collected within the data set. 

What Types of Businesses Are Using Location Intelligence? 

Retail — Retailers are turning to location intelligence to map foot traffic seen at their stores, determine trends in consumer demographics and shopping behaviors, and to scope out competitors. Retailers also have begun using location intelligence to help them make more informed decisions when selecting a new commercial real estate location. 

Tourism & Hospitality — Location intelligence is providing decision-makers within the tourism and hospitality industry much-needed insights regarding who their vacationers are, where they come from, and where they go while in the destination market. These insights help those within the industry to improve their marketing efforts to attract new potential visitors and to assess the efficiency of their targeting efforts.

Higher Education — Data provided by location intelligence companies can be useful for colleges and universities for a wide variety of reasons. The data can be used within various academic studies or used to optimize recruiting efforts. 

Transportation — Transportation and city planners can utilize location-based data to help determine how people are moving on various roadways throughout the course of the day. Information such as this plays an important part in infrastructure planning, roadway safety assessments, and more.

Destination marketing is a field that needs to keep up with advancing technologies and growing customer demands. Your destination marketing organization can benefit from improving your tourism marketing efforts to stay on top.

Get Visuals

Visual content is everything when it comes to the travel and tourism industry and destination marketing organizations. Ensure your business has a highly visualized website and other marketing materials that quickly catch readers' attention. Focus on Instagram and Facebook to harness social media power and promote your brand.

Expand Content Marketing Efforts

People are looking for information and inspiration in the travel and tourism space. Good content can provide both of these things, from blog posts to ebooks. Ramp up your content marketing to provide customers with all of the information they might possibly need it.

Design Memorable Customer Experiences

A seamless customer experience that flows through every stage of contact with your customer is a must. Place a particular focus on following through with the  expectations that you create by delivering on your experiences.

Harness the Power of PPC

PPC (pay-per-click) advertising is a necessary tool for any destination marketing team. You can target everything from broad to precise search terms to bring in customers who are at all stages of the buying process.

Make Use of Location Intelligence

DMOs and CVBs can make effective use of location intelligence to check that their marketing efforts aren't going to waste. Location-based data lets you know the exact location of your visitors, as well as their demographics. Plus, it can be used to pinpoint the places that people take most interest in when they're on their vacations.

With these few hand tips, destination marketers can transform their marketing campaigns to see improved activities for their clients or organizations.

Scrolling through Twitter poolside. Checking email at the beach bar. Googling, the closest cafe from the top of the ski slope. In today's interconnected, omni-channel world our devices have virtually become a part of us, always in our hands or pockets - even on vacation. With the increasing technical presence of applications in our lives, it doesn't come as much of a surprise that our devices have become an essential item we pack when headed off for travel.

Thanks to the speed at which our devices can access information regarding the best restaurants, bars, and entertainment venues around town, our devices have become like tiny tour guides for us while away. But what does this mean for destination marketing organizations, convention and visitor bureaus, and other attraction marketers? Should this newfound reliance on our devices as informational guides to vacation spots change they way DMOs target their audiences?

 

Here at AirSage, our answer is most certainly yes.

The data insights that come from the mobile devices of vacationers are plentiful and prove to be an invaluable source of information just waiting to be tapped into. Access to information one can gain through using location intelligence, such as AirSage Destinations, means it's time for these organizations to start leveraging this new information to drastically improve their marketing efforts.

But let's take a step back for a second. What exactly is location intelligence?

Location intelligence, sometimes called geospatial intelligence or just simply spatial intelligence, is the process of developing thoughtful insights from the geospatial relationships members of the population share with the environment around them. In short, the term can be understood as the "mapping" of people and places within the world, as related to the businesses, attractions, and points of interest around them. But it's more than just a map. It's a tool to unlock insights and data regarding populations, consumer behaviors and target markets. For businesses and destination marketing organizations alike, location intelligence means transforming location data into business outcomes.

But how exactly can destination marketing organizations make use of all this location-based data?

Most notably, location intelligence insights provide organizations with the ability to ensure their marketing efforts and budgets are being used effectively. The information collected through understanding geospatial relationships provides destination marketers with the chance to know exactly where their visitors are coming from and their unique demographics. These insights give destination marketers and decision-makers the opportunity to place their campaigns in the areas that perfectly target their intended audiences. Rather than playing a guessing game when deciding where to place advertisements, marketers can now be assured they are placing their promotions in locations that will hit their target demographic right on the bullseye.

Study area visitor count by state. That's not all, though; thoughtfully placed campaigns aren't the only thing that location intelligence can provide destination marketing organizations and attraction marketers. Location-based data software like AirSage Destinations also makes use of location intelligence to study the points of interest visitors stop by while on their vacations.

Whether it be beachside hangouts, celebrated wineries, or even remote ski lodges high in the mountains, the power of location data can help marketers understand how visitors move in their markets. The ability to tap into POI-related information further strengthens the distinctive consumer behavior trends and "personas" of vacationers, as it allows for a better understanding of where these visitors might go while back in their home markets. When marketers and decision-makers can get a better look into where visitors dine, shop, and seek entertainment while at home, they can further drill-down into visitor demographics.

After all, isn't an individual's choice in a coffee chain pretty telling for their consumer persona? The best part about this new innovation?

Well, here at AirSage, we think that's a simple answer.

Thanks to location intelligence and AirSage Destinations, marketers can finally say "Auf Wiedersehen" to wasted advertising dollars and hello to perfectly placed campaigns.

People start using a location intelligence solution for a variety of reasons. But they always have one thing in common; they want to gain new visitation insights and learn more about the people visiting their markets. If you've been trying to get started with a location intelligence platform, this short read is for you. We'll cover three essential steps to help you see the value of location intelligence as soon as possible.

Define Your Goals

What challenges are you hoping to overcome? What new insights do you wish to uncover? What problems do you want to address? What do you want to know that you don't already know? Before getting started with location intelligence, it's essential to sit down and ask yourself questions such as these. Defining your goals and determining your unique use cases, will provide your organization with more clarity into how you can use location intelligence and apply the insights you uncover.

Brush up on the Basics

Just like you take some time to read the instructions when downloading a new app or assembling furniture, taking the time to "read the instructions" of a location intelligence platform is incredibly important when first starting. By diving into the basics of location intelligence, you can equip yourself with a better understanding of how location-driven data is collected, analyzed, and used. Fortunately, AirSage also provides some video tutorials to help you advance quickly.

Start Thinking Spatially

You've defined your goals and brushed up on the basics; now it's time to start thinking about the relationship between your organization and location. What importance does location play for your business? How about for yourself? When thinking about the world in the context of geolocation data, you will begin to understand the importance of "place" in our everyday lives and how it impacts your customers. This newly gained knowledge will help you dive right into the world of location intelligence and provide you with the right mindset for understanding location data.

 

Ready to learn more about AirSage and location intelligence?

That's great. Visit our website to schedule a short demo with our AirSage CRO Robert Kohler.

Location intelligence is proving to be an incredibly useful tool for marketers, businesses, and brands looking to advance their market research. As with all new technology, there are several myths surrounding this innovation that leave some feeling weary or unsure if it's right for them.

 

As long-time members of the location intelligence industry, our team is no stranger to these myths and misconceptions. Here are the four most common "myths" we often hear.

 

Myth One: "Location Intelligence Is Only For Specialists"

 

The most common misconception surrounding location intelligence and geolocation-based technologies are only for experts. Due to its seemingly complex nature, many often believe that location intelligence requires big data processing or a highly technical team to interpret results.

 

However, this is far from the truth. Location intelligence tools, like the AirSage applications are more user-friendly than ever before. While our application’s processing is based on Big Location Data and advanced analytics, its output includes visual dashboards with concise, meaningful metrics like the number of visitors to a market. These visuals make interpreting and understanding location-based insights easier than ever.

 

Myth Two: Only Large Corporations Can Afford Location Intelligence Data

 

Price is always a source of apprehension when it comes to trying out new technology. Due to its advanced analytical nature, many often associate location intelligence with a costly price tag that only big businesses can afford. For our solutions, this is hardly the case. We proudly offer aggressive pricing plans that cover even the most modest requirements. Our application targets a large array of use cases, from huge enterprise solutions for large companies, down to monthly visitor analysis for mom-and-pop retail stores.

Myth Three: You'll Be "Spying" on Customers

The protection of user privacy is always at the forefront of every business’s mind when it comes to using location data. While some might worry that using location intelligence is like “spying” on their customers, this is hardly the case. All of our products used anonymized location data from millions of smartphones. No personal or identifying data is ever  included in our output, only aggregate metrics that give the “big picture” of customer behavior.

 

While many customers have raw counts that provide some level of intelligence on where visitors come from and how loyal they are, they don’t provide the rich month-over-month trends and analytics that are available in AirSage’s Location Intelligence products. We also empower customers to study the visits and behaviors of competing or complementary areas, so you can contrast your performance and trends against other regions of interests or specific businesses.

 

Ready to learn more about AirSage's solutions?

Then let's get started! Visit www.AirSage.com for more information.

After the first snowfall of the year, snowboarders, skiers, and other winter vacationers start flocking to their favorite winter destinations.

The colder months are also a time when many hotels and ski resorts, winter apparel brands, and mountain recreation stores want to do all they can to drive revenue and increase sales. Luckily for marketing teams and decision-makers at beloved winter destinations and brands, location intelligence is providing all the information necessary to implement effective destination marketing campaigns and assure maximizing revenue during the peak ski season. 

Here’s how: 

Finding the Adventure Seekers 

While most winter destinations and apparel brands have an idea of the ideal customer they’d like to target,  they often don’t know who these vacationers, what makes them unique, or where they live and work. Location data helps with the identification of these perfect customers by using anonymous mobile GPS pings to provide these answers. For example, hotels or resorts that cater mostly to families can use device sightings to determine which markets nuclear families live in all the way down to a census tract level - that’s nearly the neighborhood in which these people live. These sightings can also be analyzed to help identify customers that were also sighted at and around a resort property to bring to light potential markets that already have an existing interest in winter vacations. 

Understanding Visitor Preferences

Understanding who visitors are and what they do while at home is arguably among the most important information marketers can leverage. Location intelligence can help brands understand where their visitors call home, what they do during the warmer months and other key demographics that make them unique. Granular information such as this allows advertisers to reach their customers with personalized ad campaigns and tailored promotions long before the ski season begins. For instance, if a mountain-based resort finds its strongest markets belong to members of the older demographics, they can create promotions offering senior discounts, free ski rentals, and other things enticing to that demographic. 

 

Ready to take your winter destination marketing to new heights?

Visit us at www.AirSage.com to start strategizing.

© 2022 AirSage Inc. All right reserved.
cross