5 ways to use location data to enhance marketing

Drive business growth by tapping into increased opportunities to gain mobile-user insights

Location data represents a whole new frontier for many marketers. It extends the ability to understand customers and potential prospects by enabling a better understanding of peoples’ movements in the physical world. The ubiquity of mobile devices and increased connectivity via WiFi and beacons (think IoT) opens a whole new world of data collection and analysis that can transform the way products and businesses market themselves to drive growth. Within the MENA region, location data is still relatively nascent and remains largely untapped; however, there are some immediate use cases that marketers can consider as they explore the value of location data. Here are 5 ways in which location data can deliver new opportunities and help increase performance:

  1. Prospecting

Utilizing data to improve audience targeting online is nothing new. For years, marketers and agencies have leveraged data in order to improve the relevance of advertised messages to its specified recipients. However, for the most part, data gathered around online users was almost entirely confined to their online personas and behaviors. With location data, you can now explore enhanced tactics. Build audiences based on your (or the competitors’) store visitors with the aim of finding prospects who are ‘in-market’ for a particular product or service. Analyze aggregate level movements of devices and segment those who display specific lifestyle cues such as frequent travelers to airports, regular coffee drinkers, beachgoers, and so on.

  1. Customer retention

Have you considered customers who used to be regulars but no longer visit your place of business? Perhaps they have lapsed or are now visiting competitor venues? Gaining insight into customer movements can help you build strategies that create opportunities to bring them back. Focus on lapsed customers with tailored messaging or promotional offers at scale so that you can entice some (or more) of them to return.

  1. Enhanced CRM

Integrating location data into your CRM plans can add new attributes to better profile your customers. Extend your understanding of customer journeys beyond your storefront. How do they travel to your store, where do they come from and where do they live? What are their shopping habits in the wider marketplace? CRM efforts are generally centered on learning as much as you can about customers and prioritizing those that represent the highest potential value to your business; location data can add new layers to this knowledge base.

  1. Venue optimization

When your customers arrive at your store/branch/mall/hotel/showroom, where do they go? Are all your products easily visible or do people tend to congregate in specific areas before leaving? Are you maximizing your venue layouts to ensure optimal sales potential? Retailers have been making big improvements in their venue designs but often, the results can be mixed. Collecting customer movements at scale can reduce the guesswork and open avenues for venue optimization.

  1. Competitive intelligence

How does your venue footfall compare with that of your competitors’? How does this compare in terms of day-of-week, time-of-year or specifically, during peak periods? If you don’t know the answer, you need to consider developing a location data strategy to help uncover these insights. In some instances, location data has been used to better pinpoint store locations as part of expansion efforts.

This Insights article was created by Dimitri Metaxas, Co-Founder & CEO at IQ data

We at IQ data have been helping businesses work with location data across industries and use cases. Feel free to get in touch with us for a consultation.

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Data. Merges the digital and physical worlds.

IQ data is focused on creating the richest location based audiences for the Middle East & Africa (MEA) regions. By leveraging multiple location signal technologies across Wi-Fi, Mobile Apps and IoT, IQ data is able to pinpoint user locations in excess of 100+ location events per device, per day. This fast growing dataset can dramatically enhance your customer and prospect insights and targeting by combining customers’ digital insights with physical behaviors from the real world.


4+ Billion
Monthly Location Events
150+ Million
Total Audiences
35+ Million
Mobile Devices
Audience Segments
Accuracy within 100m
>10 events per day


IQ Data’s audiences have been created to give more valuable insight into the MEA market, with over 500 segments created to date, and increasing daily, we link over 150 million audiences in bespoke segments that allows accurate targeting and ensures positive campaign response. Our segments cover;

Fashion, Shopping & Lifestyle


Automotive, Travel & Transportation

Food & Dining

Health & Beauty

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GeoPlace unlocks location intelligence at scale.

IQ data’s intuitive GeoPlace data management platform provides a comprehensive understanding of the complex relationships between people and places.

GeoPlace unlocks geographical context to business and consumer data via the ubiquitous mobile device, leading to an enhanced single-view of aggregate consumer movements thus simplifying the process of understanding, analyzing, and taking-action on location data at scale.

GeoPlace boasts a powerful engine capable of processing billions of data records in seconds.

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Lightweight, battery optimized, privacy compliant, and simple to optimize and test.

IQ data’s Mobile SDK has been designed as lightweight, battery optimized, privacy compliant, and simple to optimize and test. The IQ SDK facilitates collection of mobile location data in excess of 100 location signals per day and provides both vertical and horizontal accuracy of devices. As our SDK has been designed with users’ privacy at the forefront, only non-PII information will be collected through GPS, WiFi and/or Bluetooth.

The IQ data SDK offers mobile app publishers with a new source of revenue along with additional insights to enhance understanding around existing customers, their movements, habits and preferences.

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Leverage WiFi as a powerful source of actionable venue insights.

WIFI data sits at the heart of connected spaces solutions and represents a rich source of insights for venue owners working in retail, enterprise or the public sector.

We work with existing WIFI networks and transform them from utilities into powerful customer data on-boarding tools, integrating seamlessly with CRM and other advertising technologies. Rich demographic and behavioral data can be captured enabling better understanding of customers, their physical movements, unlocking granular segmentation and relevant targeting opportunities.

These insights fuel advanced marketing initiatives, either directly from within the platform, or by integrating and augmenting marketing and advertising technology stacks through seamless 3rd party integrations.

This is connected spaces

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High-level requirements translated into personalized design solution.

High-level requirements translated into personalized design solution.
IQ data’s services division providing consultancy, managed services and technology development solutions to meet any data or technology challenge.

Our team is armed with decades-worth of data sciences and technical expertise in guiding clients as they build their data strategies, infrastructure and new product development, with the aim to help our clients turn data into business insights and monetizable products.

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Location-based audience segmentation opens advertisers to a whole new world of targeting possibilities.

Utilize our custom behavioral analytics to enhance your audience segmentation and targeting, supercharge your campaign measurement, campaign attribution and more.

Multiple location attributes combined with powerful processing enables granular audience segmentation like never before.

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Aggregate devices to deliver a data-driven approach to smart city solutions.

Aggregate millions of connected devices and map across cities, neighborhoods or points of interest to deliver a data-driven approach to smart city solutions. Improve urban planning, ease traffic congestion, enhance pedestrian foot-fall and way finding or design better access to key amenities.

Geo-location signals on a large scale unlock unprecedented possibilities to developing the cities of the future.

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The new frontier in data-driven solutions.

Bridging your customers’ online buying habits with retail shopping behavior represents the new frontier in data-driven solutions.

Bridging this gap enables all new levels of sophistication in terms of CRM strategies, customer identity graph and media spends attribution amongst many other possibilities.

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The region’s location data solutions company

We began our journey back in 2016 as IQ Wifi, with the aim of helping venue owners leverage existing Wifi networks as a largely untapped resource for customer data collection and venue intelligence.

In 2018 we re-branded to IQ data and expanded our focus to all forms of location data both in-venues and outside around the world.

Today IQ data provides products and consulting services to help our clients and partners build data-driven strategies whether to surface new customer insights, optimize retail layouts or build complete data strategies from the ground-up.

Though recently established, IQ data’s employees each bring a wealth of expertise from within their respective disciplines averaging over 15 years of industry experience.

Better data.

Better understanding.

Better growth


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Al Fattan Marine Towers, Office 5
JBR, Dubai, UAE