Data Marketing

Foursquare Pinpoint

Copywriter: Lisa Bourn, Account Executive, YouDirectories
YouDirectories-Foursquare-launch-Pinpoint-HP Pinpoint’s Background Foursquare is a not a mainstream business directory. But it is a local search and discovery service which provides a personalised local search experience for some 55 million users. By analysing the places a user goes, the things they have said that they like, and the other users whose advice they trust, foursquare suggests highly personalised recommendations of the best places to go around a user’s current location. Currently foursquare users have left more than 70 million tips and checked in to local businesses over 7 billion times. Agencies like YouDirectories help businesses to claim their locations before then populating them with rich content and direct targeted messages to customers. More than 2 million businesses have to date claimed their locations (not all are YouDirectories clients but we’re working on it…). Foursquare has more than 65 million places around the world and is used by currently 85,000 developers. Foursquare was launched in 2009 after being created a year earlier. In August 2014, the company launched Foursquare 8.0 which removed the check in and location sharing that began the service, to focus entirely on local search.  

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Foursquare 8.0 This new version uses its own technology called “Pilgrim” and automatically detects a user’s location. By comparing historical check-in data with a combination of a user‘s current GPS mobile signal, mobile mast triangulation, mobile signal strength and surrounding Wi-Fi signals, foursquare can tell exactly where you are. Because of this geo-location software, the “check in” has become a thing of the past. Quite simply, you no longer need to tell the foursquare app which business you have visited, it already knows.   YouDirectories-Foursquare-launch-Pinpoint-3 Pinpoint They filter out inaccurate location data, so advertisers receive only the exact places that their audience goes to in the real world. Foursquare attempts to use that data to interpret the relationship between people and places, so brands can target more than just demographics. Marketers can create custom audiences using the geo-demographic (and psychographic) data that they need. It is very early in the development as an advertising service, but the results could become quite impressive.   Follow the YouDirectories news posts to see the next developments. Meanwhile, watch the latest Foursquare Places data.   Required reference:

‘YouDirectories News Article, May 2015, London, ‘Foursquare Pinpoint’.