“Location is one of the biggest indicators of intent and the power of mobile gives us the ability to use a consumer’s location,” Chitkara said. “We’re leveraging everything we known about consumers and combining it with the ability to influence their decisions on the go. That brings us closer to the concept of mobility.”
It Chitkara’s view, mobility is defined as “people, not devices.”
“It’s not just about engaging with a piece of media that was served,” he said. “It’s about driving tangible, real-world actions.”
Because not all location data is created equal, Chitkara said Rocket Fuel only goes for the gold. Broadly, there are two kinds of location data: true lat/long data taken from a phone’s GPS signals – that type of location data is extremely precise and can be accurate up to about five meters – and derived location, which comes from triangulating the IP address of a cell tower with pings on nearby Wi-Fi hotspots.
The latter is far less reliable and is likely to blame for why some agencies and brands don’t always trust the quality of location data. As Verve CMO John Haake, who formerly served as [x+1]’s marketing veep, pointed out in a previous conversation with AdExchanger, not all location data is properly labeled on some open exchanges. “The only real location data you can trust is accurate lat/long data that’s provided by publishers or apps,” Haake said.
That’s also the Rocket Fuel perspective on location data.
“Local Lift is highly dependent on location and we always steer toward true location data,” Chitkara said. “If we’re repeatedly seeing media from certain sites that isn’t working or a type of consumer that isn’t engaging, we’ll steer clear.”
Although Chitkara declined to say exactly how many of its customers are using the new product, he did note that Rocket Fuel has “numerous” clients in five different verticals that are taking advantage of Local Lift, including CPG, quick-service restaurants, retail, shopper marketing and travel.
Rocket Fuel tested Local Lift in-market over the summer, and the product went live with its sales team in Q3/Q4 2014.