Location data can be a goldmine for marketers. As explored in the first blog post of this series, accurate, real-time location data can enable marketers to deliver more efficient targeted campaigns on mobile devices, giving brands the power to deliver a hyper-relevant message to the right people at the right time.

But it’s not just real-time location data that has value. Marketers can leverage historical location data to create audience segments which can help to optimize their mobile marketing efforts.

Historical location data opens up three key opportunities:

  • Real-world re-targeting. Marketers can target users who visited their brand before. These people have already expressed awareness and interest, so historical location data can help target those users to drive repeat visits, retention, and ultimately, loyalty. Someone who visited, say, a smoothie chain a few times before, may be more likely to visit again.
  • Competitive set targeting. Historical location data can be used for “conquesting” users who have visited competitors’ locations. If a user has visited a rival smoothie chain, one can infer that this user likes smoothies, which then presents an opportunity to attract this person to your particular brand and product.
  • Behavioral targeting. Historical location data can be used to build behavioral segments—such as affluent parents, fashionistas, auto intenders, etc. — from a combination of data, including app usage and location behavior. Historical location data enables marketers to identify patterns that, in turn, empower more targeted, effective marketing.