Can Insights On Shopper Intent Improve Location Data?

Mobile analytics platform NinthDecimal and intent special Qualia aim to prove that it does.

Marketing tech companies across the spectrum are racing to provide the clearest proof that ads are not only hitting the right smartphone-toting consumers, but that the messages are able to drive store visits and sales as well.

While geo-data quality varies, mobile analytics platform NinthDecimal is partnering with predictive data specialist Qualia on layering the consumer patterns created by location signals with insights on shopper intent gleaned. On top of that, both companies are also including cross-device and cross-channel data as well.

Aligning Location And Intent

“We are excited to be partnering with the best in the data-driven marketing business and are thrilled to now integrate our offering and enhance cross-device solutions for NinthDecimal clients,” said Qualia Founder and CEO Kathy Leake. “While in-store attribution has become a vital part of the conversation, we know marketers want to understand performance beyond just mobile devices. By combining our companies’ data solutions and fully integrating cross-device IDs, we are able to offer a powerful option for marketers to better understand performance across a host of consumer touch points.”

The partnership comes as NinthDecimal has been expanding its reach from mobile to areas such as addressable TV through allies like TiVo. Meanwhile, Qualia, which acquired  cross-device attribution provider BlueCava earlier this year, had previously been working with shopping app developer iBotta on conversion metrics.

The Great Attribution Race

“If you take our intent data along with our cross-device profiles of knowing the different devices that that individual has and add that to NinthDecimal knowledge of users’ locations at a moment in time, that allows marketers an increased insight in how to reach potential customers,” Manish Ahuja, Qualia’s chief product officer, tells GeoMarketing.

“Almost every other company who is remotely touching a conversion solution is talking about in-store attribution these days,” Ahuja continued. “We feel that there is a lot of traction in the market. One of the advantages of working with an entity like NinthDecimal is that we can create a very differentiated offering. There are panel-based approaches to attribution and there is large-=scale location data collected through GPS on smartphones. The latter is where NinthDecimal collects its location data, so we know that their scale is significant.”

Cutting Through The Location Noise

But with location data collected through automated means tends to be through ads that are opened while someone is at a specific place in order for the information to be recorded. As a result, many marketers regard that form of location data as uncertain, though NinthDecimal has noted that it is able to filter out incorrect or unclear signals.

Nevertheless, Qualia’s added layer of data is designed to give marketers more assurance that the data reflects a consumers’ true location information and the insights that can be understood about shoppers.

“If I can identify a specific product at a specific location, such as a Best Buy, and I know a product-user or a mobile device has been at that store for the past 20 minutes, we can safely regard that as a signal of shopper intent,” Ahuja says. “We know that person isinterested in electronics. So we can classify or abdicate segments that way. It’s not quite the ‘Holy Grail’ that marketers have always wanted. But it’s incredibly close and as strong an indication as brands can get.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.