There are lots of compelling things that location data and location analytics can do. One of those things is market testing and validation, where some offline action or activity is the desired objective.
Gravy Analytics presents data on the impact the Impossible Burger on foot traffic at Burger King, as a great a case-in-point. After a period of testing at selected restaurant locations, Burger King decided to roll out the vegetarian burger across the entire chain.
Gravy Analytics looked a control and exposed sample of restaurants serving the Impossible Burger and locations that were not. What the company found was that “locations serving the Impossible Whopper had almost 20% more visits per location than locations serving the regular menu during the month of April.”