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Realizing the Potential of Location Data

Posted on 6.01.2016

Mobile engagement platform Localytics released a new real-time geofencing product that aims to unite the digital and physical words by enabling companies to analyze location data and send push notifications to users based on their physical location. 

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The new Places product essentially combines location data and real-time engagement features in one platform. To personalize user engagement, the platform offers the ability to target push notifications based on current or previous location along with other user behaviors and attributes. The platform also analyzes both retroactive and real-time user data to surface the most relevant insights about user patterns and behaviors.

Places works by automatically saving app events when users enter or exit a predefined geofenced area, regardless of whether people are active in the app. With the data, companies can build marketing campaigns that target users who have previously visited a specific location. More importantly, the geofence can be used to trigger real-time push notifications, making app marketing more relevant, more timely and more engaging.

“The potential of location data for creating more personalized experiences for app users has always been there, but companies have struggled to deliver,” noted Lou Orfanos, VP of Product of Localytics. “This has largely been due to an over-reliance on data that was both historical and inexact. Places solves these limitations with the introduction of real-time geofences built directly into our mobile engagement platform, making it the most comprehensive location-based solution available.”

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