When you think about location intelligence, you often think of insight data like foot traffic patterns and mobility trends. POI data is an overlooked foundational layer of location intelligence. It enriches our understanding of not only how people move, but also where they are going. Ironically, this added layer of detail is crucial for understanding foot traffic and mobility trends. 

Layering POI data enables clients to extract meaningful insights. Here’s a quick breakdown of exactly how POI data lends a hand in different sectors. 

Powering location-based advertising for AdTech

Producing ad campaigns that reach the right audience at the right place and time is a well-known goal of any AdTech company. Those who want to utilize location intelligence might start with foot traffic data to see movement patterns within an area and display their DOOH adverts in high-traffic zones. 

However, without POI data, you can’t understand exactly the places people move between. POIs are essential for gathering insights about customer interests and behavior. It is used to make sure that ads reach relevant audiences based on where they spend time. When foot traffic data is layered with POIs, you can identify high-traffic areas in relevant locations. Real-world movement patterns can tell you how a population travels between areas, but they don’t tell you where they spend their time. 

Site selection and competitive analysis for retail

POI data is essential for evaluating competitor locations and understanding the current retail landscape. That said, you can’t just open a new store on a busy, competitive shopping street and expect to drive traffic to your new location. Shopping behavior has changed, e-commerce is squeezing margins, and customer loyalty has dropped since the COVID-19 pandemic. Being located in a popular shopping area just doesn’t guarantee success it once did.

When enriched with other data, like foot traffic, POIs help retailers understand customer volumes and customer profiles. This goes beyond just identifying where competitors are located. Layered POI data helps determine store placement where necessary, giving a holistic view of the retail landscape and contributing to sales performance. 

Data-backed development for urban planning and property management

Whether you are an urban planner or property manager, POI data is vital for real estate development and investment strategies. 

Urban planners and property managers consider factors like population density, demand, public transport access, and real estate trends. Evaluating land based on these elements doesn't necessarily require relying on points of interest (POIs) for an accurate assessment. That said, understanding the space and places of a region is important for getting a bird's-eye view to make critical decisions in these sectors. POI data can help identify underserved areas, help optimize planning zones, and make informed decisions about infrastructure investments. Knowing about the places within a region, what they serve, and how they are used can tell you plenty about what’s missing and where the value is. 

Real-world use case examples of POI data integration

Bringing an added layer of context for AdTech

A leading European adtech company that specializes in programmatic advertising was seeking to maintain its competitive edge. Their platform automates ad buying and selling across a diverse range of channels, such as display, mobile, video, and DOOH (digital-out-of-home). It leverages data-driven insights to optimize campaigns while safeguarding brand integrity.

To grow and keep a competitive edge, the company wanted to utilize high-quality, comprehensive location data. This was essential in supporting their location-based services and delivering precise analytics for their clients, particularly in a global context. 

To overcome this challenge, Echo Analytics provided access to POI data for key international markets. This included: Morocco, the US, Mexico, Brazil, and the Philippines. By integrating Echo’s geospatial data, the business could enhance its offerings and provide deeper analytical insights for its global user base. 

Geographic insight for better decision making

A Geographic Information Systems (GIS) leader sought high-quality POI data for Canada. Their service offered advanced tools and data for site selection, trade area analysis, and environmental forecasting. Their solutions help retailers and businesses make data-driven decisions about where to operate and grow. 

One of its flagship products required high-quality POI data for Canada. To meet customer expectations, it needed access to clean, well-structured POI data with attributes like brand names and categories to improve site selection and retail studies. It also sought to expand its geographic coverage and align updates with its current data provider’s monthly schedule. 

Echo provided detailed, well-organized POI data for Canada and ensured monthly data updates to seamlessly match their existing workflows and enhance the usability of their flagship product for customers. On top of that, Echo delivered foot traffic data, adding a dynamic layer of insights to their site selection and trade area tools. Combined, POI and foot traffic data allowed the company to expand its geographic reach and improve the usability of its platform. This gave clients deeper, actionable insights. 

Conclusion

High-quality point of interest data is a crucial and often overlooked component of location intelligence, enriching the understanding of movement patterns and providing vital context for various sectors. 

By layering POI data with other insights like foot traffic, businesses can extract meaningful information for targeted advertising, strategic site selection, and informed urban planning. Real-world use cases demonstrate the significant impact of integrating comprehensive, well-structured POI data, enabling companies to enhance their services, expand geographic reach, and provide deeper, actionable insights for their clients. 

Ultimately, POI data serves as a foundational layer for making data-driven decisions and achieving a competitive edge across diverse industries.

Want to learn more?

It’s all well and good to say POI data is valuable for businesses. For it to have any valuable impact, quality matters. The processing of point of interest data is the engine behind extracting meaningful insights. In our latest eBook, discover how Echo Analytics’ data processing method, including our approach to deduplication, helps provide high-quality POI data.