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PlaceIQ

Marketing · New York City, United States · Founded 2010

Founded in 2010 by Duncan McCall and Steve Milton, PlaceIQ established itself as a significant player in the location intelligence market before its acquisition by Precisely in February 2022. The founders, McCall and Milton, embarked on their venture with the vision of creating a new industry that utilizes movement data to inform business and marketing decisions. McCall's background in RFID and universal positioning startups, combined with Milton's expertise in AI/ML commercial product development, provided the foundational knowledge for the company. PlaceIQ operates by analyzing vast amounts of anonymized location data from opted-in mobile devices to provide insights into real-world consumer behavior. This data is processed to understand consumer movement patterns, such as store visits, dwell time, and travel habits, without linking to personal identifiable information. The company serves a diverse client base across industries like retail, automotive, dining, and travel, helping them with audience targeting, marketing campaign measurement, and uncovering business opportunities through a deeper understanding of the consumer journey. Revenue is generated by providing access to its data analytics and insights, which are integrated into clients' decision-making processes for marketing and business strategy. The core of PlaceIQ's offering is its platform that transforms raw location data into actionable intelligence. This includes products like PlaceIQ Audiences and PlaceIQ Movement, which are now part of the Precisely portfolio. The platform features a proprietary data cleansing process to ensure accuracy and reflect real human movement. Clients can leverage over 1,200 syndicated or custom audience segments based on behaviors, brand loyalty, and visits to competitive locations. A key feature is the Place Visit Rate (PVR®), a technology that measures the impact of advertising on actual foot traffic to physical locations, allowing clients to quantify the real-world return on investment of their marketing efforts. Keywords: location intelligence, consumer behavior analytics, movement data, mobile advertising, audience segmentation, foot traffic measurement, data analytics, marketing attribution, data enrichment, geospatial data