Places to go, People to see: Smart Trends and People Analysis
You might remember that back in December 2017 we launched our Smart Trends tool, an insights & planning tool designed to deliver marketers with analytics from demographic audience data, contextual consumption as well as mobile activity levels in different locations. The tool is powered by what we call movement data – an aggregated data set that combines device ID, location and timestamp data which is then merged with behavioural data. This combination can help pinpoint where and when marketers are likely to reach their target audiences, and subsequently gives brands the insights they need to make more strategic business and marketing decisions.
Following on from this success, we released yesterday a raft of new features to help marketers understand not just the locations behind consumer behaviour, but the users behind this data, too: what we call People Analysis. The new features include insights on customer loyalty, audience behaviour comparison, and competitor intelligence, allowing marketers to create comprehensive user profiles which supersede those provided by traditional location data.
We’ve carried out further analysis on a global scale to showcase just what these new Smart Trends features can do. We looked at the types of audiences staying at competing global hotel chains in five destinations – Dubai, Sydney, New York, London and Singapore – and analysed behaviours of these audiences once they stepped out on the town. We managed to glean not just the most popular tourist attractions in these cities – the Burj Khalifa, Sydney Tower, Times Square, Big Ben and Marina Bay Sands respectively – but also how behaviour differed between audiences at the competing chains.
In the UK, for example, W Hotel visitors were seen in Hyde Park more frequently than those of the Hilton and Four Seasons, despite these two hotels being only a stone’s throw away from the park.
And there’s a strong competitive advantage to knowing where your consumers are and where they’re likely to go next: data revealed that Hilton visitors were 50% more likely to appear at top tourist attractions, and 160% more likely to be seen at fine dining restaurants than Four Seasons visitors. This kind of behavioural data is incredibly useful for marketers aiming to achieve set objectives – whether it’s for a new shop or driving footfall to an existing one.
The differences also extend across borders: on average, hotels are most busy with guests between 5-6pm, but this peak traffic time was as late as 11pm in Dubai – reflecting it’s more evening-oriented culture. Whilst in their hotels, Singaporeans were the least active on mobile, whilst travellers in London and New York scored most highly for mobile activity. These kinds of stats are key for marketers to make sure their global campaigns are planned, targeted and delivered effectively.
We’re confident that these kinds of new data will lead Smart Trends to become even bigger, better and more transformative across target markets. If you’re as yet unfamiliar with Smart Trends, I recommend downloading Mastering Consumer Trends: a Global Retail Study, a custom in-store and inter-store brand analysis of four global retailers using audience, contextual and location data.