CRyder Design

An Introduction

We’ve all been that person who panics when they don’t feel their phone in their pocket. We take our phones with us everywhere. They have become one of the everyday things that we just can’t leave home without. I’m sure we’ve all done the quick, “phone, wallet, keys” to ourselves before walking out the door. But did you know that your phone keeps track of every place that you go, and every route that you take to get there? I’m sure at this point in time, this doesn’t come as much of a surprise but what your phone and businesses are doing with that data just may. Author, Isabel Gaylord explains, “… if your smartphone’s location services are turned on, your device is recording every single location you’re visiting. This includes the paths that you take in order to arrive at various destinations.”

What is Location Intelligence?

Today, most businesses utilize some sort of location intelligence to support their objectives and goals. But what exactly does that consist of? “Broadly speaking, we refer to location intelligence as the use of mapping and geospatial data, in combination with a company’s internal customer data, to improve the customer experience and underlying business processes” (“Unlocking Value with Location Intelligence”). Businesses are beginning to understand that utilizing the location data of their customers can not only provide them with valuable insights and support their objectives. For consumers, using location intelligence by businesses can come in many different methods. “Customer-facing categories include geomarketing, digital customer experience enhancement, on-premises customer experience enhancement, and zone-based pricing (“Unlocking Value with Location Intelligence”). Location-based targeted ads are another way that location intelligence can be presented. Have you ever been outside of a restaurant and then not long after receive an advertisement for that exact restaurant on your social media? If so, then you’ve experienced location intelligence in action.

Location Data in Action

Below you can see a map of a few of my favorite bars and restaurants which you can find here. You may notice that they’re all generally in a very close area, but in the New Haven area, there are multiple in very close proximity to one another. Now, you may be thinking “So what? You have to pass by one to get to the next.” In which case, yes. You’re very right. But most of those restaurants have been presented to me mainly through location-based targeted ads. Author, Isabell Gaylord explains, “When you use Google search engine or Google Maps, the GPS is on and Google instantly gathers your data. Furthermore, social media networks work the same exact way. With the purpose of providing targeted advertising, every single social media platform is tracking your web activity.”

I’ve noticed that after a night out for dinner and drinks in New Haven, I’ll come home and have a few new restaurants presented to me on social media! How interesting. This is likely because my phone keeps track of the places that I visit, and because every time I go into New Haven it’s for dinner or drinks my phone keeps track of that too. This makes me a part of that target audience that these restaurants push their ads to. I fall under categories along the lines of “frequents New Haven area” and “frequents bars and restaurants.” Interesting, huh?

Location Data and Privacy

If you’re anything like me, thinking about this concept may concern you. What about my privacy? Author, Isabell Gaylord explains, “Location tracking data helps third-party companies improve their advertising efficiency, In turn, this contributes to their ability to manipulate the human psyche. When a company sells products to a specific demographic, they’re leveraging not just location data, but as well as information like age, gender, interests, and so on. This has sparked a revolt that has led to the implementation of the general data protection regulation (GDPR). Many companies have been found guilty of misusing personal data for various monetization and influencing purposes.” Privacy concerns regarding location tracking and data have largely been brought to light in recent years. Because of the inappropriate use of this information by businesses, it is a good thing that it has. There are now different types of rules and regulations to protect the privacy of users. 

Wrapping Up

If you take your phone everywhere, keep an eye out for different types of targeted ads that businesses may be pushing to you. What you find may intrigue you!