Advanced Location Terminology Guide for Marketers: A Mobile Data Lexicon

Advanced Location Terminology Guide for Marketers: A Mobile Data Lexicon

Hand holding a mobile device showing a map overlay on the street

As location-based marketing gains traction, business owners across industries want to know how to use the technology to improve their business outcomes. But if you’re new to geomarketing, location data or big data in general, the terminology and acronyms can be a challenge.

How can you choose the best options for your business if the vocabulary of location analytics sounds like a foreign language? We’ve put together this list of advanced location terminology to help guide you on your journey to geomarketing success.

Advertising identifier
Ambient technology / ambient intelligence (AmI)
Anonymization
Assisted global positioning system (A-GPS)
Beacons
Behavioral analytics
Cell tower triangulation
Census tract
Centroid targeting
City centroid
Cross-application data
Data integrity
De-identifiable information (DII)
De-identification
Device ID
Expected consumer trajectory
Fixation frequency fidelity factor
Geoaware targeting
Geobehavioral data
Geoconquesting
Geofencing / centroid targeting
Geomarketing
Hyper-local advertising
Indoor positioning system (IPS)
Location analytics
Location as a Service (LaaS)
Location-based technology
Mobile marketing
Mogean
Movement data
Polygon targeting
Predictive analytics
Predictive modeling
Programmatic advertising
Proximity marketing
Wi-Fi triangulation / cell-tower triangulation
Zip centroid

Advertising identifier

An anonymous identifier (ID) associated with a mobile device which enables advertisers to deliver interest-based targeted ads to users. Users can reset this ID to opt out of interest-based advertisements.

Ambient technology / ambient intelligence (AmI)

A system of devices and networks intended to enhance the interactions between people and their environments.

Ambient technology can be designed to enrich people’s lives by providing comfort and/or convenience—such is the case with Smart Home technology. Alternatively, AmI can be used to increase the safety of particular environments, like factories, hospitals and public transit.

The software in this type of technology relies on network-connected devices—such as beacons, sensors and mobile devices—to learn from and adapt to the needs of the people that use it.

Anonymization

A process to destroy traces of personally identifiable information on data sent over a network.

Assisted global positioning system (A-GPS)

Technology that enhances GPS performance in mobile devices connected to the cellular network. A-GPS does this in two ways:

  1. By downloading and storing satellite location information to the cellular network to obtain the location coordinates of mobile devices more quickly.
  2. By using proximity to cellular towers to determine the location of mobile devices where GPS satellite signals are weak or unavailable, such as behind tall buildings or inside buildings.

Beacons

A type of hardware that transmits Bluetooth Low Energy (BLE) signals over short distances, allowing businesses to target marketing messages to nearby consumers with mobile devices.

Behavioral analytics

A subset of data analysis that studies the “how” and “why” of users’ behavior on various platforms, including:

eCommerce platforms

Mobile applications

Online games

Web applications

Census tract

A geographic location designated for the purpose of census-taking. These regions typically correspond to city limits or municipalities within a county.

City centroid

The location of the city center, usually in latitude and longitude coordinates. This information is often used when exact location data is not available.

Cross-application data

Data that is collected from a mobile device regarding the use of non-affiliate applications over time.

Data integrity

The accuracy, consistency and validity of data over its life cycle, maintained by protocols to ensure that the data is properly stored, processed and retrieved.

De-identifiable information (DII)

Data that cannot be associated with a particular consumer, computer or mobile device because the information has gone through the process of de-identification (see below).

De-identification

A process that removes personal identifiers—such as names and phone numbers—from data to decrease the privacy risks to individuals as a result of data collection.

Device ID

A unique numerical identifier associated with a smartphone or other mobile device. There are four types of Device IDs:

Android ID

Identifier for Advertising (IDFA or IFA on iOS devices)

Media Access Control address (MAC address)

Universal Device ID (UDID)

Expected consumer trajectory

The anticipated path of a customer based on historical data and predictive analytics. Also referred to as “expected consumer path,” “expected user trajectory” or “expected user path.”

Fixation frequency fidelity factor

A component of geolocation data developed to interpret the quality of the data based on three key elements:

  1. Fixation. The method by which a geolocation system gets a “fix” on a physical location.
  2. Frequency. The rate at which a geolocation system obtains new fixes.
  3. Fidelity. The quality and fine-tuning of the fixation and frequency to ensure robust geolocation data.

Geoaware targeting

A type of geomarketing that uses a location’s past context to deliver relevant advertisements to mobile users. This strategy uses multiple data sources to determine suitable ads, including:

Purchase behavior

Types of nearby businesses

Typical demographic

Geobehavioral data

Data that refers to:

Consumer behaviors unique to a particular location

Consumers’ historical movement patterns across multiple locations

Geoconquesting

The use of geofencing to target marketing messages to the locales of competing businesses, as well as the ability to target consumers who are previous customers of a competitor.

Geofencing / centroid targeting

The ability to construct a virtual “fence” around a geographic location or centroid with the intent of delivering targeted advertising messages to mobile users who enter the defined radius.

Geomarketing

A type of marketing that utilizes geographic location intelligence to deliver content to consumers.

Hyper-local advertising

Digital marketing focused on a particular community or geographic area, such as a:

Business address

Community

Neighborhood

ZIP code

Indoor positioning system (IPS)

A system that provides the position of a mobile device within a building where GPS satellite signals cannot penetrate. An IPS uses other types of technology, such as anchors, which allow devices to interpret environmental context.

Location analytics

A process that overlays business data with geographical information, adding a visual dimension to data analysis and allowing for the discovery of new insights.

Location as a Service (LaaS)

A data delivery model that provides privacy-protected location data acquired from multiple sources through a central site. The original data sources could include:

IP addresses

Landlines

Mobile carriers

Wi-Fi

Location-based technology

Technology that enables the delivery of services or content to mobile devices based on geographical data. Examples include:

Beacons

Bluetooth Low Energy (BLE) signals

Cellular networks

GPS satellites

Wi-Fi signals

Mobile marketing

A promotional activity in which brands deliver content to consumers via mobile devices, such as smartphones and tablets.

Mogean

A mogean is a group of consumers who are expected to be at a particular geographical location at a specific time in the future, as well as foresight about the consumers’ intended behavior upon arriving at said location. This information is based on proprietary predictive analytics and modeling.

Mogean is also the name of our company— a compound word created from “mobile” + “geolocation” + “analytics.”

Movement data

Information about changes in the positions of individuals through space and over time. Gathering this information allows the data collector to track people’s movements and predict future behavior.

Polygon targeting

The ability to deliver structured ad targeting by selecting multiple locations on a map to create a highly specific geofenced area. The resulting geofence would look like a polygon, with straight lines connecting the various points on the map.

Predictive analytics

An approach to data analysis that explores patterns and relationships in order to anticipate future outcomes and behaviors.

Predictive modeling

The use of information gathered via predictive analytics to build a statistical model of future behavior.

Programmatic advertising

The use of computer software to buy digital advertising rather than using human ad buyers. Programmatic advertising is often more efficient and more affordable for businesses than hiring additional people.

Proximity marketing

The distribution of location-based marketing content to consumers near the location via wireless signals from proximity sensors.

Wi-Fi triangulation / cell-tower triangulation

Both systems determine the location of a mobile device through the process of triangulation, which discovers a point’s location by forming triangles to that point from other known points.

Wi-Fi triangulation does this via wireless signals and is accurate to within 20 meters.

Cell tower triangulation does this via the relative distance from cellular towers. The accuracy increases as the number of nearby cellular towers increases.

ZIP centroid

The location of the center of a ZIP code area, usually in latitude and longitude coordinates. Similar to city centroids, this information is typically used when precise location data is not available.

The terminology in this guide will provide you with a foundation to understand some of the nuances of geospatial analytics and the technology that’s currently available. As geomarketing and location analytics evolves over time, the language of the industry will evolve and grow, and we’ll be here to help your business adapt to those changes.

Feature image source: http://en.wikipedia.org

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