Data Quality is our foundation.
Data Quality is the result of 3 key areas of data purification: 1) The accuracy of mobile location signals, which we call Location Determination; 2) The precision of place mapping, which we call Place Determination; 3) The ability to distinguish and verify real visits, which we call Visit Determination.
Location
Place
Visit
How we accurately filter location signals.
Data quality starts with verifying the accuracy of a device’s location signal. There are many factors that our patented location determination technology checks and filters through to ensure that the lat/longs we use are geo-precise.
How we accurately map places.
We’ve built the only proprietary mapping technology designed with the specific intention of location-based marketing, called Blueprints. But before we explain our technology, below are some of the most common methods of geo-fencing or mapping locations, each with varying levels of accuracy for measuring visitors to stores.
Blueprints is our mapping platform.
We built Blueprints to identify precise location boundaries that captures the world we live in and how we live in it. It’s the only mapping platform that accurately draws brands and multi-layer POIs, which we believe is necessary in order to fully understand who consumers are and how they engage with their surroundings.
Previous
Retail Block
Retail Block is GroundTruth’s largest polygon layer meant to capture the boundaries of a location that reaches people within true walking proximity. Therefore, our Retail Block layer will never encompass any major roads or highways. Often, this polygon layer can contain multiple businesses and parking lots. When dealing with non-business entities, like stadiums or parks, this layer will define the precise boundaries of the entire landmark.
On Lot
On Lot is our polygon layer that separates a business from it’s parking lot. In instances of a standalone businesses, this could be the entire parking lot. For strip malls or adjacent storefronts, this will typically just be the area directly in front of the business. For other industries like Fast Food, this could denote the drive-through.
In Store
In store is our most granular polygon layer, serving to precisely map the outlines of the business or point of interest.
It’s about speed, accuracy & scale.
Our proprietary mapping platform is a marriage between automation and human touch. While a majority of our Blueprints are auto-generated, all of our Blueprints are then evaluated, enhanced or improved through our global team of Blueprinters.
200,000
Blueprints Created/Month
30 Billion
Blueprint Visitors/Year
200
Blueprinters
21 Countries
With Blueprints
How we verify real visits.
Once we’ve verified the location signal and matched it to a place, the final step is determining whether a visit has actually occurred. We look at a number of contingencies that enter into the complex equation of whether we deem a visit to be 100% verified.
-
Apple
Mon-Fri: 8AM - 5PM
Sat: 10AM - 7PM
Sun: 11AM - 5PM -
Frequency
08.03.18 - 2:36PM
08.04.18 - 2:32PM
08.05.18 - 2:28PM
08.06.18 - 2:40PM
08.07.18 - 2:20PM -
Signal Time
00:01:30
-
Speed
3 MPH
-
Lat/Long
41.162286
-73.776123 -
Verified Visit
08.02.18, from 2:23PM - 2:55PM
How it works for real-time targeting.
We use our Blueprints layers to help marketers better match advertising messaging to where customers are in their "path to store". By understanding whether a customer is nearby a location, in a parking lot, or in a store, marketers can provide more relevant marketing messaging to influence a behavior.
How it works for audience building.
We use verified visits to help us build complex audiences based on the precise Blueprints someone has been in. These real-world personas allow you to reach your desired consumer with supreme accuracy.
How it works for in-store attribution.
Visit Determination provides the basis for how we’re able to provide accurate attribution and performance products, such as Cost Per Visit. As the leaders in location, we're also the only platform to perform annual 3rd-party audits validating the accuracy of our technology.
Previous
Step 1 – Ads Are Served
Ads are first served to the locations or audiences that match the campaign’s objective to drive to store.
Step 2 – Blueprints
We map and measure the precise locations of the store or location we are driving to.
99%
Accuracy Rate*
3rd party validated
*Based on an independent study with a leading insights company, Numerator, which measured the accuracy of GroundTruth’s database of real-world consumer location and behavioral data. The Accuracy Audit analyzed 392,223 trips to key retailers where panelists submitted receipts to Numerator and used location-based services via GroundTruth.
Why data quality is crucial.
Ensuring data quality in the location industry can be challenging because it requires a myriad of advanced methodologies and validation through real-world data. But, we’ve invested heavily in making sure our data is as accurate as possible in order to be the most efficient platform to drive users to stores and deliver intelligent insights for our customers.