Placed Analytics has published a blog post showing which retailers had the most in-store visits during the holiday season. Placed can’t track sales, but its mobile-phone-derived location data can give a glimpse into who’s attracting the most physical shoppers, and when.
There’s shift happening in the world of online data collection, meaning consumers might expect to get paid for access to their data rather than always playing the role of uncompensated mark. Done right, it’s a system where both sides of the equation stand to win.
Targeting consumers with relevant ads on their mobile devices is still an inexact science, but new data sources should make the process much more accurate. Knowing precisely where users shop and whether ads influenced their purchases could help everyone get what they expect from mobile ads.