Geofencing for targeted new customer acquisition

What is geofencing?

Geofencing is a technology that makes it possible to trigger certain actions or events when a mobile device or a GPS-enabled device enters or leaves a predefined geographical zone or fence (“geofence”). This can be used to send notifications, collect data or perform other actions as required. Of course, tracking is carried out on an anonymized data basis and in strict compliance with data protection regulations via mobile devices that cross the geofence boundary.

So how exactly does this work?

The process uses smartphones on which users have granted location access to certain apps as a database. The device then sends geo-coordinates with a timestamp to the app publisher at specific intervals. Schober then uses the non-personal data and continues to match it at the cell level against the Schober data universe in a manner that complies with data protection regulations. On this basis, some descriptive features can be temporarily enriched for qualification purposes. For the concrete geofencing analysis, the Schober analysis team first needs content input on the event: date, time, location, areas, booths at the trade fair. The defined areas are then geocoded using the input supplied in the form of hall plans, maps and drawings, and the desired locations and times are delimited using geographically accurate polygons.

How does geofencing benefit our automotive company?

Our automobile manufacturer uses the Schober geofencing methods described above to gain deeper insights into its trade fair visitors – and this goes far beyond the purely quantitative recording of event visitors. This is because the added value clearly lies in the data protection-compliant utilization of these findings for marketing purposes. Schober Senior Consultant and Geostrategist Sven Waldenmaier explains: “By temporarily enriching valuable additional information from our unique data universe, event visitors can be delimited as target groups at the cell level and described in more detail. Our customers can first address event visitors digitally in a targeted manner, for example for an event follow-up. In addition, the target group descriptions can be used to form so-called look-alikes (i.e. similar target groups or potential new customers) in the Schober data universe in compliance with data protection regulations, which can then be addressed online and offline as part of accurate marketing campaigns via various channels.” And that doesn’t just apply to trade fairs and events! Geofencing can be applied to any point of interest (POI). “We also collected information on car dealership visitors. This means that current visitors from one or more car dealerships – our own or those of our competitors – were recorded, analyzed and targeted with qualified marketing messages. In one specific case, this approach has already more than doubled the number of test drives,” continues Sven Waldenmaier.

General usage possibilities of geofencing

So we can conclude: Using geofencing, it is possible to quantify the anonymous visitors to a POI, qualify visitor groups and subsequently address them in a targeted manner in order to gain high-quality new leads. Thanks to the unique combination of mobile movement data with valuable additional information, geofencing enables companies in all sectors to generate new added value for their marketing.

frequencies Here are a few more examples of the numerous possible applications of geofencing analyses:

• Location planning: Where do high-affinity target customers live? Where is a branch worthwhile, where not?
• Catchment area analyses: Where do my store visitors live and how can they be described?
• Advertising effectiveness checks: Who reads my advertising digitally and comes to the store, who reads print advertising and orders online? Can this be used to optimize distribution areas or distribute digital advertising in a more targeted manner?
• New customer acquisition: Which channels can I use to get similar target groups excited about my products?
• Competitor monitoring: Which customers also go to the competition? How are they different from loyal customers? Which customers seem at risk of churn?

These and many other questions can be answered comprehensively with geofencing technology in combination with Schober’s data universe and analysis know-how. Incidentally, geofencing also plays an important role in fleet management with the aim of more efficient fleet management. If a vehicle crosses or leaves defined geographical fences, the geofencing system registers this and triggers a notification or alarm. In practice, this is successfully used, for example, to locate vehicles, prevent theft, reduce costs through route tracking or increase fleet productivity. Which brings us back to the starting point of “Fleet! The industry get-together! The next two-day fair is not far away. Just like the other motor shows that are still to come, from Retro Classics to the IAA. Just do it like our car manufacturer, find out more about your visitors and address them specifically.

  Our geomarketing expert Sven Waldenmaier looks forward to entering into dialog with you and providing you with comprehensive advice. Feel free to contact him directly HERE. Your Schober Team