CMO’s top 6 martech stories for the week – 7 December 2017
All the latest martech, adtech and customer technology news from Zeta Global, Blis, dataxu, AdRoll, Sprout Social and Amobee.
Location vendor, Blis, has launched a new consumer analytics tool designed to help marketers analyse mobile movement data and extend their audience profiling capabilities.
The new Smart Trends offering provides in-store consumer behavioural insights and in-store comparisons of multiple location types and brands. The data can be broken down into demographic, context, time of day and device type and be used to compare the behaviour of user groups side by side.
Blis achieves this by overlaying device ID, longitude and latitude and timestamp data, then merges it with other behavioural data sets. Based on the new capabilities, Blis has also released a new report, Mastering Consumer Trends: A Global Retail Study, which found shoppers in Sydney are more likely to be contextual browsers, visiting sites or apps related to their activity, similar to London consumers. The research incorporated four global brands (H&M, Victoria’s Secret, Topshop and Zara) in seven countries including Australia.
With the line between online and offline continuing to blur, Blis A/NZ MD, Nick Ballard, said the analytics tool and study are about providing learnings and giving marketers and brands a holistic view of the consumer that can be applied to future campaigns.
“Lessons segmented by creative, line item and audience be feed back into the planning cycle to help marketers make the most of movement data and drive incremental gains for efficiency and effectiveness,” he said.
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