Next-gen location data is changing the way we analyse customer information
Pitney Bowes is a global leader in providing and analysing information on where consumers live, work and shop. Here, Nigel Lester, managing director for ANZ, explains how businesses can use geographical data to bring their existing datasets to life.
The interest in location-based data has exploded. Think of all your phone apps – how many of those use geographical information? Brands need to think about how they can take that new information and use it to gain valuable insights.
Pitney Bowes’ ANZ managing director Nigel Lester
We’ve been providing location information to the Australian marketplace for more than 20 years. We work with a wide variety of sectors including telecommunications, retail, FMCG, insurance and franchises. For a lot of organisations, it’s a competitive advantage, which lets them understand their customers more effectively. People are surprised by the amount of information you can glean by understanding where somebody is. You can gain new insights, target customers more effectively and understand your audience better.
Pitney Bowes is a global technology company providing data and analytics solutions that helps you build meaningful relationships with your customers.
What’s the source of your location data, Pitney Bowes doesn’t have any direct customer/first party consumer relationships so how do you have a customers consent/opt-in to access this information let alone commercialise it for your own gain?
“We’re able to accumulate information regarding every single building in Australia.”
OK, I’ll bite.
Tell me all about ‘Russell Offices’. Yes, you know the one. The one in Russell Drive, Russell. Yes, Russell in the ACT.
Yes, you know the one. It’s home to the Australian Department of Defence. Yes, it also has the admin HQ of the Australian Defence Forces. No, no … not ASIO, they moved out in 2013. Yes that’s right, the one with the Australian Signals Directorate in Buildings 5 and 6. Yes, that’s it right next to the Australian Geo-Spatial-Intelligence Organisation in Building 4.
Ok, now you know which building, tell me all about what’s in the buildings and what goes on inside there.
You agree to give up your geo location data when you download an app or update an app. It will normally prompt you on download with a message like “XXXX app needs access to your location data whilst using” and wont allow you to access the information in the app without opting in.
If you look in your privacy settings on your phone, it will show you which of these apps you’ve opt’d in to sharing your location.
People are collecting your data daily, everywhere you go. Do you have a phone? Do you give your address, email etc out yes of course data is being collected all the time everywhere. PB is just one of hundreds of organisations collecting data. Local councils for example. Data is a valuable resource as it assists where and when money should be spent as an example.