All posts tagged: footfall

From the Expo to you: bringing travellers in

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The ambitious target of 25 million visitors to the Expo 2020 is achievable as long as we capitalise on every pocket of potential travellers. Looking at the usage of travel-related sites and apps shows that large numbers of people around the world are planning trips abroad for business or leisure. To reach this critical audience for Expo 2020 and the tourism, retail and business sectors in the UAE, MEmob+ has created several audience segments, or cards. They allow brands to select and reach potential and actual visitors, stimulating and shaping their journey to and around Dubai.

Potential travellers
Using its universe of billions of devices around the world, MEmob+ has identified an audience of people currently doing their research for upcoming holidays and travel. They have a history of international travel and visitation of tourist venues, as well as being active on travel-related apps and site on their devices. According to our first-party data on global travellers, there are 63 million people in just eight countries with a high propensity to visit the UAE again. They will need little push to come back for Expo 2020 but may need to learn about new attractions or opportunities.

There is an even bigger opportunity with people who have yet to come to the UAE. Using their travel and tourism history and behaviour, both at home and abroad, MEmob+ has segmented this audience to create highly defined target groups. With their profiles, locations and interests, we can tailor and deliver messages to custom audience segments optimally, including with DCO, even before they travel.

In-market tourists
Once they arrive, in-market foreign visitors are detected at the airport and the venues they visit while in the UAE. Messages, channels and locations can be tailored with demographic, technographic, psychographic and geographic data for a perfect fit. The foreign visitors’ audience is further segmented into business and leisure groups, using their affinities, behaviours and locations. These can be refined further through multiple filters to suit specific needs and creatives can be tailored to match each cluster.

Quality and performance
All ads will be served in a brand-safe environment and meeting viewability goals. With its super tracker, MEmob+ can calculate the universal effective CPM, remove duplicate targeting and acquire audience insights. Its proprietary location intelligence allows MEmob+ to track the footfall generated by campaigns using exposed users’ unique device IDs. Advertisers can literally map the journey from ad exposure to foot traffic at the Expo 2020 site, hotels, restaurants, attractions, malls, business districts…

By targeting them while they research overseas trips, business and tourist venues and services in Dubai can attract foreign travellers to the UAE through tailored and contextually targeted messages. Thanks to its unique geo-spatial data, MEmob+, the largest source of intelligence on people’s behaviours and locations, can help shape their journey to and around the UAE, accurately and effectively.

IhabFrom the Expo to you: bringing travellers in
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MEmob’s Location Technology

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While mobile phones keep advancing and focusing on the biggest visual changes to their platforms, this time around, the operating systems’ engineers focused on expanding feature sets and improving workflows while adding a ton of new tools for developers to give their apps more abilities than ever before.Continuity.

The most impressive new enhancement methodologies revolve around adjusting security especially through the advance tracking blockers that are being set for users whereby the new updates for the OS, Android, and IOS are hammering the SDK business with a lot of restrictions on data sharing.

Previously, the applications would read your location whether you have them open or not and this allows companies to store your data and use them. Normally, most apps request device information that companies use to build marketing profiles for each individual who has the app.

Today, the software updates that mobile industries have focused on is limiting this accessibility for those major companies. Every new phone is openly exposing every app that is reading the user’s location and giving the option to the user to choose whether the app can read the location while using the app only or never or all the time. Obviously, the users started choosing ‘while using the app only’.

This change has disrupted the location technology suppliers as they heavily relay on the SDK location data to attribute footfall to stores and see user mobility in order to collect, manage, and segment the collected data. When people run errands or perform their normal daily activities, most of the time their mobile devices are not being used therefore location tracking is not active and footfall data is not collected.

Nowadays, gathering information and segmenting your audience has become more critical with the rise of competition and similar businesses. It has become very difficult to gain loyal customers. When you collect data, and to leverage it most effectively, organizations need to integrate this data with all other customer data or risk creating inconsistent and potentially irrelevant customer experiences due to incomplete insights especially with the rise of new OS updates that render the apps from collecting the needed data. Noting that mobile phones are the most used platforms, it has become more important than ever to unify your data as an organization to include the proper and correct audience for your business.

Having the wrong technology or trackers is costly, time-consuming, and useless. Here is where MEmob comes in place. MEmob’s location data is proprietary and doesn’t rely on an SDK to read the location. We simply rely on the signals from the mobile device through the hardware itself, no need for the user to open an app to read his location, we read the hashed device ID location to attribute footfall and audience mobility. These hashed IDs are unique identifiers that are also anonymous and play an instrumental role in all the stages of every user’s journey and experience. It exists on both Android and IOS. This will allow you to monitor and analyze footfall data without relying on SDKs and without waiting for users to open their mobile devices.

AdminMEmob’s Location Technology
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