Blis has announced the beta launch of Smart Trends, a new analytics tool that allows marketers to analyse consumer behaviour, including audience profiling, exposure, attribution by capturing and activating mobile movement data.
The location data technology company claims Smart Trends can offer in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, contextual, time/day and device type analysis, as well as compare behaviour of user groups side by side.
The tool is powered by movement data, a passively collected data set that overlays device ID, longitude and latitude, and timestamp data. This passive data set is then merged with behavioural data to create a more comprehensive consumer profile. The company also claims it exceeds the scope of traditional location data because it represents a consumer’s location movement over a period of time.
“The analytics tool and study demonstrate the power of location data for brands and marketers alike. Just as the adoption of smartphones and number of media touchpoints continues to climb, so does the competition for audience’s attention. Movement data is a unique proposition by Blis, which offers our advertisers an additional avenue to gain a fuller, richer view of their customers,” said Regina Goh, managing director of Asia at Blis.
“By observing frequency in audience location behaviour over a period of time, it tells a greater story of consumer intent. Smart Trends aims to make the most of movement data by giving brands a more holistic insight into their customers, which can also inform and influence communication strategy.”
The company also announced the release of a report, title ‘Mastering Consumer Trends: A Global Retail Study’, which gives side-by-side behavioural comparison of user groups across four global brands in Singapore and six other countries, and illustrates Smart Trends’ ability to unlock consumer behaviour insights on purchase intent, shopping patterns and mobile consumption while shopping.
In August, the company launched a location-enabled self-serve platform after successful trial with Omnicom.