POI databases are crucial to advertising-campaign success.
It’s not enough for advertisers and marketers to be experts on the breadth and depth of their mobile users, devices, and signals. These stakeholders also need to understand where, specifically, campaign-relevant consumer and device activities occur. An in-depth grasp of the physical environments into which mobile traffic flows is crucial to matching every experience with its ideal audience.
With that in mind, points of interest (POI) represent locations in the real world, the places where mobile activity can be measures such as stores, restaurants, tourist attractions and the like. When used in conjunction with mobile-device and signal data, rich databases of POIs offer clarity and context, allowing advertisers and marketers to best assess why consumers go where they go.
POI Database Quality: Challenges and Solutions
The quality of POI data differs depending on how the database is constructed and then maintained.
One example of how POI database quality can suffer is when all of the stores in a shopping mall are indexed to the street address of the complex rather than to unique geographic coordinates. Why is this a problem? Because the street address of a shopping mall lacks pertinent details such as the type of store a consumer visited, the amount of time a consumer spent in the specific store, the frequency of visits to individual retailers, and/or the days or times when a consumer visited each spot.
The unpredictable nature of retail is another challenge to POI data. Stores open, close, move, or change identifying information — they acquire new phone numbers, new email addresses, or new owners, for example — and this creates out-of-date POI data.
To counteract potential POI data shortcomings like the ones above, brands must engage with a selection of data vendors that are capable of constructing and updating the POI databases they offer. Companies such as AggData, Dun & Bradstreet, Infogroup, Neustar Localeze, and Pitney Bowes scour POI databases, eliminating duplicate entries — a process known as de-duping. Additionally, when brands analyze high-quality POI data from a diverse array of premium-quality vendors, opportunities for comparing and contrasting findings emerge. Partnerships at these levels drive POI database quality, reach, and effectiveness for all stakeholders in the campaign. Advertisers and marketers achieve greater insight into the mobile habits of their consumers, enabling them to develop consumer profiles that are more contextually and meaningfully matched with retail locations.
In short, POI databases are crucial to advertising-campaign success … and a robust mix of POI is critical to the databases that drive every successful outcome.
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