One of my predictions for the future of digital was the rise of Realtime GeoMarketing. The use of “I know who you are, where you are and what you like” information in realtime to inform promotional campaigns perhaps also in realtime.

Louise King at Cogent Data Analytics and I have been swotting up on KML files. The files that can be opened in Google Earth and Maps to overlay customer data for visual, location based analysis.

It’s really very exciting and something we both believe our clients will want to do. One in particular is a major London attraction with data about regular, occasional and infrequent visitors. The data includes addresses which we will convert into Lat and Long coordinates and add to the database. We’ll then create KML files for each of the above 3 segments.

These KML files can then be opened in Google Earth as overlays along with other KML files to show signage to the venue as well as house price and family size data for example. Right down to street level, we expect to learn where the hotspots of regular attendance are so that this insight can inform future promotional campaigns even leaflet drops.

Case Study

Using the My Maps feature, broadcast station KPBS created a map providing real-time updates on the San Diego wildfires that received over two million views within a few days. See a video about this and here is the KML file to open in Google Earth.

Do you know of any other case studies in this area?


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