The choice of locations visited, including the catering outlets chosen, largely depends on the offer available near our place of work or residence. Going to the gym or swimming pool usually depends on whether such facilities are on the way to work or home. However, is there a way to measure who, how and when uses selected services? Where do we go during lunch break, after leaving the office or meeting friends in the evening? The solution is data from the location that smartphones share.
Due to the fact that Selectivv has the largest mobile data set covering information about 14 million users in Poland, we decided to check the behaviors that characterize a specific group of people. Our choice fell on employees of the largest media houses in Poland. Because the headquarters of the companies we are interested in are in Warsaw, we assumed that the whole group will have a fairly similar lifestyle and will visit similar places. Is this really the case? We chose categories of locations that turned out to be the most visited by the study group. In this way, a ranking of media houses according to selected categories of places, and the results are presented in the infographic below.
What are the characteristics of media corporation employees and what places do they visit? What importance do they attach to food and do they choose places with healthy food? How do they spend their free time? Do they prefer a visit to the cinema, theater or museum? Do they choose a gym or a swimming pool while taking care of their physical form?
We can only guess that employees of media houses, like employees of all large corporations, drink coffee to energy. Of course, the irreplaceable one is that one from a company coffee machine. However, much more pleasure is ordered and drunk in a cafe in the city. As the location data show, real coffee gourmets are people working in GroupM (MediaCom, Wavemaker and Mindshare) and Publicis Media (Starcom, SparkFoundry, LiquidThread, Zenith, Performics). The largest percentage of people working in these two media groups visit cafes, confectioneries and places with available coffee.
Usually, employees' canteen meets the daily nutritional needs of corporate employees. Sometimes, however, when leaving for lunch we leave the company walls. Where are the media house employees going to? Users working in Value Media, re more likely to choose sushi than others. The next in the ranking - Publicis Media, have several Japanese restaurants to choose from, including in the nearby Galeria Mokotów. A relatively large percentage of employees of this group also willingly visit restaurants offering dumplings. This kind of food are also enjoying the employees of IPG Mediabrands (Universal McCann, Reprise Digital, Initiative) and Omnicom Media Group (OMD, Media Direction OMD, PHD, Digital Resolution). People working in Publicis Media prefer pizza over hamburgers, while in Havas Warsaw it's the opposite.
Indian cuisine is most often chosen by employees of GroupM from all media house employees, Italian restaurants by people employed by the Omnicom Media Group, and Turkish food by Havas Warsaw employees.
Gyms and fitness clubs, statistically most often, are visited by employees of Omnicom Media Group and people working in GroupM and Publicis Media. The last ones also like to swim and take advantage of the offer of Warsaw dance schools. Locations where you can play billiards are meeting places for employees of Havas Warsaw, Value Media and Dentsu Aegis Network.
Employees of Omnicom Media Group are happy to visit theaters, Publicis Media - cinemas. Looking at the number of visits to bookstores and music stores, there is a large group of bookworms and music lovers among Publicis Media, Havas Warsaw and IPG Mediabrands employees. Game stores are visited by the largest percentage of employees of Havas Warsaw, Publicis Media and GroupM.
The largest percentage of people buying in Żabka and discount stores Lidl and Biedronka can be found in Publicis Media. Żabka is also a frequent shopping destination for GroupM and Havas Warsaw employees. Biedronka and Lidl are also chosen by Omnicom Media Group employees. Still, it is interesting that discount stores are generally not very popular among media house employees. Does work until late hours forced to shop in longer open neighborhood stores such as Żabka?
Among media house employees, one of their favorite pastimes is going out to the pub with friends. Dentsu Aegis Network and Havas Warsaw houses employ the most active people in this category. Other media groups, however, are not far behind. Places with live music are popular among employees of Publicis Media, GroupM and Havas Warsaw. As we mentioned earlier, Publicis Media employees like to dance, as well as the employees of Omnicom Media Group and Havas Warsaw.
In the study, we analyzed users staying in selected locations between 8-20 (work zone), where the largest media groups in Poland have their headquarters. We have included only those people who regularly appear there to isolate employees of companies. The research sample finally amounted to 1,244 people. For such a selected group, we compared the data in Selectivv DMP database and checked what places they visited. The database includes location data in categories such as restaurants and bars, shops and shopping malls, gas stations and car dealerships, various sports facilities, and many others. In this way, we monitor over 150,000 places in larger cities in Poland.
Using Geotrapping®, we can advertise services and products to people who may be really interested in the offer, because they are in its vicinity (real-time campaign), or regularly visit selected places and lead a specific lifestyle (retargeting). A restaurant offering Italian cuisine can reach people nearby who visit similar profile locations. An avid cinema lover can receive a promotional voucher for subsequent screenings. However, a person who has seen a DOOH billboard or advertisement while moving around the city can see its continuation or reference to it on their smartphone.
Location data is a unique knowledge of users visiting specific places showing their habits and lifestyle. In addition, it is possible to combine this data with information from the applications and pages used, which allows you to obtain a detailed characteristics of the people surveyed. As a result, we can better know our own and potential customers, as well as those of competition to increase the effectiveness of marketing and sales activities.
