We live in a world of ubiquitous, mobile computing and ambient intelligence as we herald the 4th Industrial Revolution characterized by the blurring of the physical and virtual worlds.
Call it Mobile Data Intelligence. Mobile Data Intelligence native companies like Uber, Birch Box, Dollar Shave Club, Facebook, Apple and Netflix leverage these technologies to create a better seamless consumer experience—where the experience is the most powerful marketing strategy.
In fact, according to Gartner, 30% of all consumer interactions will be influenced by real-time mobile location data, up from just 4% in 2017.
Where do you stand in this paradigm shift?
Many companies are fast at work to catch up. Some are Mobile experts. Others leverage Data well. Still others understand how to derive insights from these technologies to develop the Intelligence required to better understand and meet the changing demands of today’s consumer.
Precious few have adequately harnessed all three converging trends to survive and thrive in this real-time consumer economy.
That’s why we are creating the Institute for Consumer Behavior and Location Science. Our mission is to illuminate this phenomena in order to better educate marketers on the Mobile/Data/Intelligence imperative. The Institute will bring to light best-practices and help set the agenda for the capability requirements of the modern marketing organization.
How do you know where your customers are going if you don’t know where they’ve been? Because virtually everyone has a mobile device, location science offers the ability to track signals that reveal consumers activities in time and space. Nothing is more powerful.
Location data is (or should be) the corner stone of consumer insights that drives go-to-market strategies, from brand to demand; from creative to awareness, activation, advocacy, loyalty and lifetime customer value. The ability to track consumer behavior over time and in-the-moment, allows for real-time marketing and personalization that leads to better customer engagement, improves marketing efficiency, drives better business outcomes that impact enterprise value.
If data is the new currency of the modern organization, location data intelligence is the gold standard.
The Institute convenes a Leadership Council of world-leading marketers, data scientists and academics at the forefront of the location data intelligence revolution. The Leadership Council will set the research and publishing agenda for the Institute.
We hope you will join us on this journey.
Founding Managing Director of the SITO Institute for Consumer Behavior & Location Sciences