"Groupons and other daily deals flood email inboxes, but instead of sending a deluge of unwanted offers, companies are now using location data to tailor coupons, deals and information to cell phone users.
Using cell phone towers from the four major carriers, AT&T (T), Verizon (VZ), Sprint (S) and T-Mobile (TMUS), companies can send offers and information via text message to users who call ** and a specific brand name or code and then listen to a recorded message, according to Joe Gillespie, CEO of Zoove, a company that sells the service.
With each call, user information, location data, a user's cell phone carrier and the type of phone the user is calling from is recorded, Gillespie said. "The way that works from a location perspective is that we've harvested all the tower and cell IDs in the United States in partnership with the carriers, and what that allows us to do is to say if you're going to call Dunkin Donuts in Boston, we could offer a different...experience than if you dialed it in New York," Gillespie explained.
Thousands of the most influential business articles on analytics, including our own published Thought Leadership articles - all fully searchable back to 2013 and updated almost every day.
Search by keyword (using box below) or by category or date. Get them delivered to your inbox by subscribing to our RSS feed below.