Based on these insights, we might ask ourselves how this campaign could have been further optimized.
For starters, the answer would not include giving up on entire regions (in this case, the Northeast) or specific demographics altogether. Rather, the best path would be to prioritize individual markets based on how they fit the target audience profile of the particular campaign.
Every local market has its own unique challenges and opportunities. Therefore, it is wise, when feasible, to conduct analyses of a market’s potential from a more granular perspective—at a state, city, district, or store group level.
I advocate harnessing the potential of location intelligence in two ways. First, diving deeper and embracing a localized approach unlocks a granular understanding of the consumer journey and the receptivity points within a competitive landscape. Second, when activating a media campaign, these insights can be converted into multiple creative strategies working within different timing and at different receptivity points.
The polaris&me blog is an area where Ubimo team members and our clients can share insights and use cases demonstrating the power of Polaris.