Location-based Marketing is a hot topic and Mojaba® has several unique data-gathering and reporting tools to provide true insights into consumer mobile behavior. One of the key features in Mojaba is our support for Geoanalytics.
Geoanalytics is the merging of geographic and website access information to report where users are when they visit a Mojaba mobile website and what actions they perform while on that website. Unlike Google’s city-scale demographic reports, Mojaba Geoanalytics capture the user’s latitude and longitude from their smartphone’s GPS feature, giving street-level reporting. Since all of Mojaba’s Geoanalytic data collection is permission-based, users only share if they want to. And once they agree, Mojaba automatically records information for analysis later.
Geoanalytics enables you to find patterns of usage in geographic concentrations or based on pairing geolocation data with other information. Since Geoanalytics are built into every Mojaba website, we thought it would be useful to review how to get that information and how to look at it for new insights into user patterns.
We’re going to look at a couple of retail locations that are using Mojaba: Bamboo Spoon Yogurt and Lucca Restaurant. Both of these are food service organizations – a type of business which particularly benefits from a mobile website. In both cases these food retailers have been active with Mojaba for several weeks or months and that now enough data has accumulated for us to find meaningful information.
To get started, we need to look at the Geoanalytics report. After logging into Mojaba, click on the Analytics Tab and select the website you wish to review. Then click on the Geoanalytics link and so that the map view is shown. When you first see the map you might be surprised where people show up – it can be from all around the world! This is gentle reminder that no matter how local a business might focus, the Internet is a global network.
There are a number of Geoanalytic reports available in Mojaba:
- Summary – An overview of all users that shared their locations
- Click to Call – Location of users when they called the location
- Location Usage – Shows where users asked for directions to the location
- QR Code – Where a user scanned a QR Code
Since we can have people accessing the website from anywhere on the globe, we need to center and scale it to work with the local data. Do this by dragging on the map display to move it to center the area where the green Location icon is shown. Then use the zoom slider on the left-hand side to zoom into a scale where you can begin to see the individual red markers.The green icon represents the location of the restaurants. The red markers represent the location where people were when they agreed to share their GPS coordinates when they accessed the website.
The Summary Report provides an overview of users locations. This report is useful in showing patterns and the geographic spread (distance from the store) where users are accessing the website. Some specific uses for this report include:
- By determining where local users are, the general direction and distance from the store, marketing programs can be refined.
- By filtering the report by date ranges and synching with advertising, radio spots or promotions, responses based on geography to those programs can be determined.
Sometimes very distinct patterns emerge. Lucca is a prix fixe dining experience and is on the upper end of the Des Moines restaurant scene. The geoanalytics (above) show a pattern of access that reflects use by downtown visiting businesspeople and the wealthier demographic clientele of the west side. In this case, the data could help inform where physical marketing might generate the most interest.
A powerful report for any retail location is the Click-to-Call Report (above). This shows where the caller was when they phoned the store. While we don’t know the subject of their call, we can see that the distribution is fairly equal around the store.
By looking at the Location Usage Report (above), we can see that unlike the Click-to-Call report, there is a geographic clustering to the north of the store. This means that people looking for directions to the store more often than not came from the the north. This may mean that the owners should be more specific about location for customers on the north side in any marketing materials. We might be able to infer that non-smartphone users are having the same questions about getting to the store.
We’ve only just scratched the surface of the types of reports and insights for mobile user behavior that Mojaba Geoanalytics can provide. We have several new reporting and analysis tools in the pipeline. Please take a moment to ask questions or suggest applications you see in your work.