Pinpoint™ Playbooks for Brands & Agencies

Turn Real-World Visitation into High-Intent Audiences

What is Pinpoint™?

Pinpoint™ is a geospatial intelligence capability within Analyze360® that connects real-world visitation data to identity-resolved households, revealing who is visiting locations and enabling brands to target and measure high-intent audiences based on observed behavior.

Why Geospatial Intelligence Matters

Brands and agencies are under pressure to do more with less: prove impact, reduce waste, and reach people who are actually in-market, not just vaguely “in segment.” Traditional digital signals—clicks, impressions, even modeled interest data—only tell part of the story. They show what people do online, but not where they actually go, shop, and spend time in the real world.

Most location platforms extend this gap. They show where people went—often as aggregated foot traffic or movement patterns—but stop short of explaining who those visitors are or how to act on that information.

Pinpoint™ extends the Analyze360® platform with geospatial intelligence that closes this gap. By combining opt-in mobile location signals with rich household intelligence, Pinpoint™ reveals who visits key locations, where they come from, and what their behavior signals about demand. Instead of planning and targeting on abstract personas alone, marketers can build audiences from real-world movement: people who visited a competitor’s showroom, walked an auto lot, attended a sponsored event, or entered a retail location after seeing a campaign.

This represents a shift from modeled intent to observed behavior. Rather than predicting who might be in-market, brands can act on households already demonstrating real-world purchase signals.

For brands and agencies, this means location insight is no longer “a map in a dashboard.” It becomes a source of precise, privacy-conscious, activation-ready audiences that feed directly into media, CRM, and measurement workflows. You can see movement, understand its meaning, and turn that insight into confident activation.

How the Pinpoint™ Pipeline Works

Most marketers don’t need to see how the data is engineered; they need to understand how it translates into planning and action. The Pinpoint™ pipeline can be explained in four straightforward stages.

First, consumers opt in. Mobile apps collect time-stamped latitude and longitude signals from devices where users have granted permission. These signals show how devices move through the physical world over time.

Second, visits are discovered. Pinpoint™ applies spatial and temporal analytics to distinguish true visits from noise. It can separate a meaningful visit to a store, clinic, or venue from a quick pass-through, roadside traffic, or an employee’s daily presence. The result is a clean, high-confidence set of “who visited what, and when” at the device level.

Third, insights are gained. Each visit is linked with Analyze360® household intelligence, connecting real-world behavior with attributes such as income, net worth, life stage, lifestyle segments, and spending potential. A visit stops being just a point on a map and becomes a signal about who that visitor is and what they are likely preparing to do.

Fourth, audiences are activated. Marketers can transform these enriched visitation insights into campaign-ready audiences—powered by real-world movement, informed by household context, and ready to use across digital, social, email, direct mail, and partner channels.

The same pipeline that generates insight also produces activation-ready audiences, eliminating the gap between analysis and execution and allowing teams to move directly from observation to action.

Core Playbooks for Brands & Agencies

This section outlines four practical playbooks that brands and agencies can run with Pinpoint™. Each follows a consistent pattern: objective, data you’ll use, how to do it, and what to measure.

Retail Conquest Targeting

Objective: Reach in-market shoppers who are actively visiting competitor locations and convert them before they finalize their purchase.

Who this is for: Retail brands and the agencies that support them—especially categories like flooring, furniture, home improvement, specialty retail, and other considered purchases where shoppers visit multiple locations before deciding.

Data and inputs:

• A list of competitor store locations and your own stores
• A look-back window aligned with your buying cycle (for example, past 30–60 days)
• Analyze360® household intelligence to qualify and prioritize high-value prospects

Step-by-step:

1. Define competitor locations and trade area. Identify the competitor stores that matter most in your priority markets and define precise geographic boundaries that capture true store visits.
2. Set your visitation window and filters. Choose a timeframe that reflects active consideration (for example, last 30 days for flooring or furniture). Apply visit rules to exclude passersby and employees.
3. Build the “in-market competitor visitor” audience. Isolate households associated with devices that visited competitor locations, then enrich with household attributes such as income, homeownership, and lifestyle segments.
4. Refine with exclusions and priorities. Remove recent purchasers where possible and prioritize high-fit segments such as affluent homeowners or growing families.
5. Activate across channels. Deploy audiences across paid media, CTV, search, email, and direct mail, aligning creative to the comparison stage (offers, financing, speed, guarantees).
6. Measure lift and iterate. Compare store visitation among exposed vs. unexposed households and refine targeting and messaging based on observed performance.

This approach differs from traditional targeting because it focuses on households that have already demonstrated real-world shopping behavior, rather than modeled audiences that may or may not be in-market.

What to measure:

• Incremental store visits vs. control groups
• Conversion rate from visit to sale
• Cost per incremental visit and sale
• Overlap between competitor visitors and new customers over time

Dealer & Store Visitation Recovery

Objective: Recover potential buyers who visited a location but never entered the CRM or loyalty system, and re-engage them with targeted follow-up campaigns.

Who this is for: Auto dealers, specialty retail, and any brick-and-mortar brand where visitors frequently browse without converting or identifying themselves.

Data and inputs:

• A list of dealership or store locations
• A visit window (typically 14–45 days depending on sales cycle)
• Analyze360® household intelligence for segmentation

Step-by-step:

1. Define locations and visit rules. Map locations and apply filters to isolate true shopper visits.
2. Identify anonymous visitors. Capture households associated with devices that visited but did not convert or enter your CRM.
3. Enrich and segment. Layer on attributes such as income, life stage, and likely purchase triggers to identify high-value segments.
4. Align messaging with visit recency. Segment by recency and visit type, adjusting urgency and messaging accordingly.
5. Activate follow-up campaigns. Deploy relevant messaging across channels—test drives, consultations, service offers, or limited-time incentives.
6. Track return behavior. Measure return visits and conversions against a control group.

Unlike pixel-based retargeting, this approach captures real-world visitors who never entered your digital funnel, creating entirely new opportunities for re-engagement.

What to measure:

• Return visit rate vs. control
• Incremental visits per audience reached
• Leads, appointments, or test drives
• Revenue lift from recovered visitors

Events & Sports Audience Activation

Objective: Extend the value of event sponsorships and experiential marketing by turning attendees into reusable, high-value audiences.

Who this is for: Brands and agencies managing sports partnerships, festivals, sponsorships, and live events.

Data and inputs:

• Event boundaries (stadiums, arenas, festival grounds, fan zones)
• Event timing windows
• Analyze360® household intelligence

Step-by-step:

1. Define the event footprint and timing. Map venue boundaries, including adjacent areas such as fan zones or sponsored activations, and align with attendance windows.
2. Identify attendees. Detect devices present for meaningful durations and map them to households.
3. Profile the audience. Enrich with household attributes to understand income, life stage, and lifestyle composition.
4. Build activation-ready segments. Create segments such as frequent attendees, families, or high-income professionals, and extend with look-alikes.
5. Activate post-event campaigns. Launch campaigns tied to the experience—recaps, loyalty offers, early access, or co-branded promotions.
6. Measure downstream impact. Track future visits, engagement, and conversions relative to non-attendees.

Event audiences do not disappear after the event—they become a reusable, behavior-based asset that can inform future campaigns and long-term engagement strategies.

What to measure:

• Audience size and reach
• Engagement and conversion rates vs. standard targeting
• Post-event visitation and behavior
• Long-term value and repeat engagement

Real-World Attribution for Campaigns

Objective: Connect marketing exposure to actual store or venue visits, moving beyond clicks and impressions to measure real-world impact.

Who this is for: Brands and agencies running campaigns designed to drive physical visits across retail, QSR, CPG, and experiential channels.

Data and inputs:

• Campaign timing, channels, and audiences
• Store or venue locations
• Exposure data (targeted or reached households)

Step-by-step:

1. Define success outcomes. Establish whether you are measuring store visits, event attendance, or partner location visits.
2. Align campaign and visitation windows. Set pre-, during-, and post-campaign periods aligned with expected response timing.
3. Identify exposed households. Define the exposed cohort based on campaign delivery.
4. Measure visits vs. control. Compare visitation among exposed households against matched unexposed groups, controlling for geography and key variables where possible.
5. Calculate incremental lift. Estimate incremental visits and efficiency metrics such as cost per incremental visit or sale.
6. Refine future campaigns. Feed insights back into targeting, creative, and channel strategy.

This approach shifts attribution from probabilistic digital signals to observed real-world behavior, providing a more direct and defensible measure of campaign impact.

What to measure:

• Visit rate (exposed vs. unexposed)
• Incremental visits and lift
• Cost per incremental visit and conversion
• Performance differences across segments and channels

Activation & Collaboration Checklist

To get maximum value from Pinpoint™ and Analyze360®, agencies and brand teams should treat geospatial intelligence as a shared asset across strategy, media, CRM, and analytics—not a standalone dashboard.

Use this checklist when planning and executing campaigns:

• Clarify the business question. Focus on a single primary objective.
• Define key locations. Confirm stores, competitors, and event locations early.
• Align timing and cadence. Match audience windows to buying cycles and campaign timing.
• Prioritize audiences collaboratively. Align strategy, media, and CRM teams on segment priorities.
• Plan activation and measurement together. Ensure alignment before launch.
• Build feedback loops. Regularly review visitation, attribution, and performance data to refine strategy.

Pinpoint™ becomes a shared source of truth across planning, targeting, and measurement—connecting strategy directly to real-world outcomes.

Closing Perspective

With these playbooks, brands and agencies can move from “people we think are interested” to “people we know are behaving like customers in the real world.”

Pinpoint™ and Analyze360® shift marketing from modeled assumptions to observed behavior—transforming real-world movement into high-intent audiences, measurable outcomes, and a sustained competitive advantage.