Flux Geohabits is a technology mashup developed in
Posted: Tue Jan 07, 2025 6:54 am
Starcom , a media agency of Publicis Groupe, and Adgage officially launch Flux Geohabits , a proprietary tool that combines location information (geolocation) with in-depth knowledge of users, making it possible to relate, for example, how they move, where and when they shop with complex profiles that go far beyond the typical sociodemographic profiles of sex and age. In short, it is the perfect union for linking the physical and digital worlds .
collaboration with Adgage, Adsquare and Experian. It serves as a research tool , because it allows us to understand purchasing routines, the density of specific targets in specific areas and also to measure foot-traffic (the number of specific people who pass by a specific point, such as a store, for example) among other data, but, above all, as an activation tool . With Flux Geohabits it is possible to impact specific users who, in addition to responding to a profile, have previously interacted with the physical space.
Flux manages a permanent database of physical points and users based on afghanistan phone number MAIDs (mobile advertising IDs) and proprietary IDs, not on cookies . It reports digital metrics (impacts, clicks, registrations, etc.) and physical traffic generated at specific target points (such as dealerships, supermarket chains, perfumeries, etc.). The tool allows the behavior of each audience to be measured, making it possible to make optimizations during the campaign based on physical attribution to the store.
“We started developing Flux shortly before the lockdown. Obviously, at first it broke all our patterns, but then it helped us to observe purchasing patterns in advance. We have been able to see first-hand how, little by little, physical commerce has been recovering. Being able to unite such different research with highly precise activation in a single tool gives us a very important competitive advantage that is being tangible in demonstrable results,” explains Miguel López-Guzmán , Marketing Director & Head of Digital at Starcom.
For his part, Daniel Shaikh , Founder and Managing Director of Adgage, points out that “the secret of good cooking starts with quality ingredients and, in our case, those ingredients are called Experian and Adsquare, which provide us with excellent data sources on a platform of internationally recognised prestige. At Adgage, we apply all this intelligence to campaigns with Flux, with proven effectiveness in both the research and activation aspects.”
Tests carried out so far with Starcom advertisers have yielded very satisfactory results. At least 1 in 5 users who clicked on the ad ended up visiting the physical space. An ad hoc effectiveness study has shown, when comparing exposed vs. non-exposed users, that the former visit the target physical space by up to +105%.
Flux features are exclusively available to all Starcom advertisers.
collaboration with Adgage, Adsquare and Experian. It serves as a research tool , because it allows us to understand purchasing routines, the density of specific targets in specific areas and also to measure foot-traffic (the number of specific people who pass by a specific point, such as a store, for example) among other data, but, above all, as an activation tool . With Flux Geohabits it is possible to impact specific users who, in addition to responding to a profile, have previously interacted with the physical space.
Flux manages a permanent database of physical points and users based on afghanistan phone number MAIDs (mobile advertising IDs) and proprietary IDs, not on cookies . It reports digital metrics (impacts, clicks, registrations, etc.) and physical traffic generated at specific target points (such as dealerships, supermarket chains, perfumeries, etc.). The tool allows the behavior of each audience to be measured, making it possible to make optimizations during the campaign based on physical attribution to the store.
“We started developing Flux shortly before the lockdown. Obviously, at first it broke all our patterns, but then it helped us to observe purchasing patterns in advance. We have been able to see first-hand how, little by little, physical commerce has been recovering. Being able to unite such different research with highly precise activation in a single tool gives us a very important competitive advantage that is being tangible in demonstrable results,” explains Miguel López-Guzmán , Marketing Director & Head of Digital at Starcom.
For his part, Daniel Shaikh , Founder and Managing Director of Adgage, points out that “the secret of good cooking starts with quality ingredients and, in our case, those ingredients are called Experian and Adsquare, which provide us with excellent data sources on a platform of internationally recognised prestige. At Adgage, we apply all this intelligence to campaigns with Flux, with proven effectiveness in both the research and activation aspects.”
Tests carried out so far with Starcom advertisers have yielded very satisfactory results. At least 1 in 5 users who clicked on the ad ended up visiting the physical space. An ad hoc effectiveness study has shown, when comparing exposed vs. non-exposed users, that the former visit the target physical space by up to +105%.
Flux features are exclusively available to all Starcom advertisers.