In another move that underscores the growing importance of location analytics, self-service mobile programmatic platform Ubimo has teamed up with location analytics company Cuebiq. The two will offer real-time offline conversion analysis to enable mid-campaign optimization to Ubimo customers.
Cuebiq’s “VisitQ” data offers a range of real-world analytics, such as day and time location/store visits information, dwell time, audience and brand-affinity analysis. The integration of Cuebiq’s offline metrics with Ubimo’s ad platform enables offline consumer actions to be reported in real time or near-real time.
In turn, that will enable marketers to change or favor creatives or targeting on the basis of store visits. The value of this is obvious. Impressions or CTR are generally insufficient or even false metrics when it comes to mobile advertising. The overwhelming number of conversions and consumer transactions occur offline.
The companies call this “the first fully integrated, real-time visit conversion optimization within a single platform.” However, numerous companies provide similar offline audience insights. They include xAd, Factual, NinthDecimal, YP, Ubermedia, Placed, PlaceIQ, Moasis, Thinknear, Verve, Gravy and others.
As that list suggests, differentiation in this location analytics and attribution segment is becoming very challenging, with many of these and other companies making similar claims about capabilities. Cuebiq argues that its data set is larger than competitors’ and that its attribution analysis is accordingly more robust.
Ubimo says it will begin providing offline attribution insights to its customers beginning in September:
All Ubimo audience targets and placement reporting will now enable digital agencies and brands to optimize mobile audiences based on measured conversions, conversion rates and days to conversion, which calculates the number of days from impression to first conversion of that impression. The real-time in-store traffic conversion reporting is currently in beta and will be accessible to Ubimo platform clients in September.
Cuebiq has done a number of these types of integrations, including with Amobee, Centro, DataXu, Moasis, Sizmek, The Trade Desk, Tremor Video and others.
As I’ve written numerous times now, smartphones have enabled the development of next-generation audience behavioral insights and analytics based on real-world location and activity. All marketers, including pure e-commerce companies, must pay attention.
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