Why is Data Collection for Marketing Important. Geo-Targeted

What Is the Importance of Data Collection in Marketing?

In marketing, data is at the heart of any essential marketing plan. Without data, you’re essentially creating a marketing plan blindly. Data collection plays a significant role in how successful your business goals and strategies are.

Data collection can be managed through several avenues, including collecting data from online sources, second-party data, qualitative research, and quantitative research. Understanding how your business can benefit from each kind of data can lead you to make better decisions for your business.

Qualitative Research

Usually, the first step in data collection, qualitative research, is collected through first-hand observations and experiences. The data is collected through focus groups, interviews, questionnaires, or video recordings.

Qualitative research is a method to collect data and understand the trends and meanings behind the areas under investigation. From attitudes to business processes, small and large businesses use qualitative research to understand how people feel about products, services, and more. The data is used to develop and upgrade products and create marketing campaigns.

Quantitative Research

On the other hand, quantitative research focuses on more data-driven results from numbers and statistics. Data is collected from several sources, including surveys, Likert scales, and questionnaires, and information such as age and demographics is gathered.

The data is presented through charts, graphs, and tables and is analyzed to deliver information for businesses to make decisions. Statistical data allows researchers to make generalizations and predictions but needs to dive deep into more details to provide a complete picture.

Online Data Collection

As technology advances, businesses and individuals have consequently moved much of their information online. Thus, consumer data is readily available and can be captured from several sources. Companies have also been utilizing online data collection as a primary source of information for business decisions.

Information can be gathered without compromising the safety of consumers and allows businesses to improve their marketing strategies, increasing sales by getting a better understanding of their audience and consumers. Data can give enterprises a picture of trends, what customers like and dislike, and make snap decisions vital to the business’s success.

Second-Party Data Collection

Businesses can use second-party data to dive further into their audience behaviors and information for targeted marketing. The data is collected from trusted sources and provide information tailored to your business’s needs. Additionally, the data reveals patterns in behaviors and identify and predicts customers’ needs.

Businesses must carefully select second-party collaborations, ensure customers’ data is secure, and agree with how the data will be used and shared. This relationship between the second-party service and marketers creates a safe place to build reliable consumer insights.

Cost Aggregation

All businesses have a budget to allocate towards spending for responsible project management. Cost aggregation is a tool that companies use to basically add up the predicted costs and total them for an entire project.

Accurate numbers are essential in marketing and planning strategies, and the process can be complex. Pulling data from multiple platforms into one user interface particularly requires reconciliation which can take several steps. Time and effort go into the standardization of the reports. Once the reports are standardized, analyzing for insights is crucial for future actions and essential business decisions.

GoZone WiFi is a SaaS company and leader in monetizing and managing Guest WiFi. The company offers business analytics, venue intelligence, and guest engagement using WiFi networks to deliver branded content, provide customer analytics, and display advertising.

GoZone’s Smart WiFi Suite of products enables WiFi monetization through rich location data, marketing engagements, and third-party sponsorships. Additionally, GoZone’s venue intelligence enables enterprises to refine operations strategically. Thus, bridging the gap between marketing and IT.

Learn more at https://www.gozonewifi.com/marketing4wifi/


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Smart WiFi Suite Enterprise Feature Matrix

  • Enterprise-grade cloud infrastructure
    Scaleable platforms on the Amazon AWS cloud provides carrier-grade uptime.
  • Multi-Location Data Views
    An aggregated view of your data giving you visibility to all of your locations or drill-down to specific locations.
  • User Access Control
    Allows your administrator to control and limit access, features and data visibility among users.
  • Advanced Captive Portal Engine
    A complete toolset to design and build dynamic captive portals, guest flows and custom privacy controls. Includes our Touchless Menu features.
  • Guest Forms, Vouchers and Payments
    Collect guest data, surveys, on-line or offline payments and offer different access levels.
  • Customized login methods
    Choose how guests are able to access your network including social login, emails and SMS login, advertisements or a combination.
  • Data Export
    Full guest profile export to CSV allowing you to use collected data in third party systems.
  • Detailed Location Data Analytics
    Analyse detailed information about your locations like busy days, busy times and location comparisons.
  • Demographics and Device Information
    Make informed decisions based on detailed demographics and perform location comparisons.
  • Data Sync to other systems/API
    Save time populating other systems as guest profile data can be sent to external systems on timed intervals.
  • Triggered Campaigns
    Engage with your guests without the manual work by creating personalized email, SMS or Twitter campaigns.
  • Coupons and Loyalty
    Increase spend and promote repeat visits by creating incentives for guests or their friends to come back.
  • Import external data
    Bring in contact data from other systems to consolidate your marketing efforts into a single comprehensive platform.
  • Contact segmenting and lists
    Build contact groups to send personalized messages to your guests based on automatic segmentation and your own critera.
  • Scheduled Campaigns
    Communicate with your contacts to drive awareness through email, SMS or Twitter.
  • Traffic Counts and Statistics
    Monitor your venue and events with real-time and recorded traffic counts and patterning.
  • Heatmapping and Traffic Flows
    Visualize crowd density and how people flow in, out and through your venue to see where people congegrate.
  • Alerting and Reporting
    Create automated alerts to help control crowds or to monitor abnormal trends.
  • Intelligent Landing Page Builder
    Simple to create pages that support multiple campaign types and can easily be modified and re-purposed for other venues or events.
  • Campaign Management Tools
    Offer your advertisers options to suit their advertising needs such as A/B testing, ad weights, flexible scheduling and more.
  • Reporting and Attribution
    Analyse detailed information about the campaigns and creatives to get the best campaign targeting.

  • Access

  • Insights

  • Automation

  • Contacts

  • Presence

  • Advertising

You should receive a text shortly with a link to view a sample Guest Flow.

Take a look at the sample we just sent you, and feel free to reach out if you’d like to learn more.

Custom Splash Page Builder

A custom splash page helps give a captive portal the branded look it needs to stand out from the crowd and give guests the peace of mind they’re accessing the network associated with the venue they’re visiting.

WiFi Payments and Vouchers

Offer premium guest WiFi access and promote WiFi upgrades with comprehensive payment and voucher modules. Payments can be used to offer guests varying speeds of WiFi access, while vouchers are great for venues that want to utilize a captive portal that also requires a voucher code for WiFi access.
WiFi payments and vouchers

Guest Plans

Venues can now offer multiple levels of guest WiFi access with our Guest Plan feature. Guest Plans are defined by specific upload and download speeds and session time limits. Brick-and-mortar businesses can offer guest WiFi access and promote WiFi upgrades with our new payment and voucher modules.

Versatile Form Builder

Create and display custom guest surveys on any splash page of your guest flow. Collect feedback and gather additional data points to create smarter marketing.

Enhanced Guest Flow

Guest flow gives venues complete control over the guest WiFi experience. Guest flows help keep a visually pleasing captive portal experience by preventing clutter of multiple marketing assets. Keep it simple, or turn your WiFi into a digital billboard.
WiFi splash page with survey social login

Integrated Ad Spaces

Ad Space Integrations is a powerful feature for venues who want to promote products, deals and specials, online shopping, loyalty programs and other signups, or third-party advertisers all on a pre-authenticated Splash Page.

Increase impressions and clicks for advertising opportunities by showcasing AdSpaces before requiring a guest to connect to WiFi.

Have an app that needs more downloads? The URL redirect function will navigate guests to the app store specific to their device as soon as they click on the advertisement/call-to-action button.

No more will guests have to wait to connect to WiFi to reach interactive ads. Ad Space Integrations takes Ads4WiFi smart advertising tools and places it our smart marketing environment powered by Marketing4WiFi.

Hotspot Scheduler

Determine the specific days and times that WiFi is available to guests. Hotspot Scheduler offers smarter WiFi control by allowing venues to run their guest WiFi during business hours.