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Using location data to identify and market to high-intent audiences: a conversation with Ezra Doty, of Quorum
Kevin Lee interviews Ezra Doty, CEO of Quorum, a New York-based company whose products allow advertisers to target shoppers based on their real-world shopping behavior. Ezra discusses his background, and then a discussion begins concerning how mobile device data collection enables a kind of targeted advertising that's proven to be extremely effective in practice.
Ezra explains that the data collected from mobile devices is limited to latitude, longitude, GPS coordinates, timestamp, and anonymous ID, regardless of whether the device is iOS or Android. He emphasizes that the company does not collect any personally identifiable information and maintains a strict separation between anonymous mobile data and personally identifiable information.
Kevin and Ezra discuss how the ad calls from browser-based devices are very different from SDK-delivered ad calls, with Ezra noting that "the difference really, with SDK based (ad calls) is that it is only as accurate as the blue dot on your phone... it's not perfect. Sometimes you're on the other side of the building, or whatever, but it's pretty close. And that's the degree of accuracy we have with SDK based (ad calls). "
One thing that's fascinating about gathering and analyzing location data is that it provides the marketer with opportunities to discover unexpected insights, for example, the likelihood that individuals making multiple visits to a store such as Home Depot within a certain time range may also be in-market for other goods and services of interest to homeowners. Ezra and Kevin discuss the power of such correlations and other insights derived from studying cross-shopping behavior.
Ezra is a strong exponent of retargeting customers who have visited a brand's physical stores, as they are more likely to convert than website visitors, and they trade notes on this, as well as how competitive conquesting, where a brand targets customers of competitors, can be achieved using location-based data. As Ezra notes, "conquesting is obviously big... lifestyle targeting, you know: I want to target somebody who was at a ski resort or a golf course or amusement park -- you can think about a lot of use cases around that."
Learn more about your ad choices. Visit megaphone.fm/adchoices
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By Kevin LeeKevin Lee interviews Ezra Doty, CEO of Quorum, a New York-based company whose products allow advertisers to target shoppers based on their real-world shopping behavior. Ezra discusses his background, and then a discussion begins concerning how mobile device data collection enables a kind of targeted advertising that's proven to be extremely effective in practice.
Ezra explains that the data collected from mobile devices is limited to latitude, longitude, GPS coordinates, timestamp, and anonymous ID, regardless of whether the device is iOS or Android. He emphasizes that the company does not collect any personally identifiable information and maintains a strict separation between anonymous mobile data and personally identifiable information.
Kevin and Ezra discuss how the ad calls from browser-based devices are very different from SDK-delivered ad calls, with Ezra noting that "the difference really, with SDK based (ad calls) is that it is only as accurate as the blue dot on your phone... it's not perfect. Sometimes you're on the other side of the building, or whatever, but it's pretty close. And that's the degree of accuracy we have with SDK based (ad calls). "
One thing that's fascinating about gathering and analyzing location data is that it provides the marketer with opportunities to discover unexpected insights, for example, the likelihood that individuals making multiple visits to a store such as Home Depot within a certain time range may also be in-market for other goods and services of interest to homeowners. Ezra and Kevin discuss the power of such correlations and other insights derived from studying cross-shopping behavior.
Ezra is a strong exponent of retargeting customers who have visited a brand's physical stores, as they are more likely to convert than website visitors, and they trade notes on this, as well as how competitive conquesting, where a brand targets customers of competitors, can be achieved using location-based data. As Ezra notes, "conquesting is obviously big... lifestyle targeting, you know: I want to target somebody who was at a ski resort or a golf course or amusement park -- you can think about a lot of use cases around that."
Learn more about your ad choices. Visit megaphone.fm/adchoices