The Real-World Graph maps out the connection between people and places, giving insight into how people move and behave in the real world – the places they go to, where they shop and travel, and how often they do so. The mapping of this journey is crucial information: It can power anything requiring an understanding of human behavior in the physical world, from measuring how many people visit a store as the result of seeing an ad on their mobile phone, to determining how best to organize cities based on pedestrian patterns. The Real-World Graph empowers industries of all kinds to make better business decisions using location.
The Real-World Graph looks at how people move around in the physical world and, in particular, how they respond to or interact with the people, places and objects around them. According to Jeff White, founder and CEO of consumer intelligence platform Gravy Analytics, “This information is paramount because it gives us insight into consumers’ priorities, their values and the activities they enjoy.” Given how precious free time is to most of us, the way that we choose to spend it says a lot about what we consider to be important. Knowing this information is invaluable because, as White points out, the “places where we spend the most time are most likely the ones where we spend a disproportionate amount of our disposable income.”
For marketers, understanding how people and places relate to one another is a gold mine, because it facilitates the creation of ads that offer more relevant content and are better targeted to the audience. But location data can do more than augment consumer profiles; it can provide general consumer insights that inform the way companies engage with consumers at all touchpoints. For instance, proximity targeting, or the targeting of a consumer in real-time as they pass by a certain location, is powerful in certain situations. For example, a person might receive an ad for a coat as they walk past a clothing store on a cold night, or a coupon for premium tequila as they enter a liquor store. Yet, there are other scenarios where proximity targeting is a less effective strategy.