Location data technology firm Blis has partnered with proximity platform Unacast, which it said operates the world's largest beacon network, to give brands what it called a greater understanding of who their customers are and how they behave on- and offline along the path to purchase.
In a press release, Blis said these insights will improve attribution and empower brands to target consumers with more accurate and detailed location data.
“Through our collaboration, Blis and Unacast will…[help] brands determine exactly what’s driving consumers to walk into their [stores] and buy their products,” said Blis president Harry Dewhirst in a statement. “With this in-depth information, brands will be able to forge meaningful personal relationships with consumers and craft successful campaigns that will lead to higher conversion rates and greater ROI.”
Blis said the combination of its own mobile location data with data from Unacast on 40% of commercial beacons and sensors in stores, malls, airports and stadiums will bolster the value of GPS and Wi-Fi location signals, enabling Blis customers to track and analyze consumer behavior as they move in and out of stores like Target, CVS, Walgreens and Duane Reade.
“With an increased focus on people-based marketing, we are experiencing an incredible demand for a new level of accuracy and relevancy in proximity data,” said Unacast CRO Chris Cunningham in the release. “Our partnership with Blis will enable marketers to understand people’s movements in the real world through verified and actionable, double-deterministic data.”
Stan Sthanunathan, executive vice president of CMI at Unilever, added: “Combining the unique capabilities of location data and proximity is a huge step forward for brands. It will allow our brands to learn more about consumers as individuals and understand their personal path to purchase, both in the digital and physical worlds, helping us to develop meaningful relationships with them through effective, personalized mobile campaigns.”