We are thrilled to announce that we have been awarded the MarTech Breakthrough Award for the Best Location Based Marketing Platform.

Six years ago, everyone was in a frenzy to replicate in mobile what was successful on desktop. The questions people were asking were along the lines of: “How can we analyze online behavior to identify the propensity of a person to visit a particular store?”

But this did not make sense to me. Why would you want to analyze behavior to speculate on probabilities when you could use location signals to identify exactly who visits which store, and when?

We saw a clear need for technology that could take the location signals that were starting to emerge in the mobile ecosystem and turn them into actionable data that marketers and brands could use. I was fascinated by the potential of using these signals at scale to understand consumer behavior and movement patterns. Instead of focusing on which websites people were visiting, we could now look at which brick-and-mortar stores they were going to. This is data we had no way of accessing before and it opened up a world of possibilities. Now, you can ask not only “who is coming to my store” but also “when are they going to my competitors,” and many other strategic questions.