This article was written before Cuebiq deprecated our SDK, which you can learn more about in this blog. We've left the following information up as it may offer offer additional insights and context.

In recent years, you’ve probably heard a lot about how SDK location data is the best. We’re here to dispel that notion; just because a company collects location data via an SDK does not necessarily mean that the data is high-quality. For example, if a company says they collect “SDK data” and does not specify what kind, this could include third-party SDK data that underwent manipulation and is not privacy-compliant. 

Sound scary? We agree. However, we’re not trying to paint SDKs in a bad light — when executed the right way, an SDK data collection methodology produces by far and away the highest quality data compared to bidstream or telcos. For an SDK to produce high-quality data, it needs to fit three specific criteria: 

1. 100% First-Party Data

Let’s start with the basics — where is the SDK data coming from? If you’re using a location partner, you want to be sure that the data is 100% first-party data. This will ensure that the data is high-quality and trustworthy, since there were no intermediaries involved — so you know that there was NO manipulation of the data. First-party data collection is also essential for privacy compliance; if you don’t know exactly where the data came from, you can’t be sure that it was collected in a privacy-compliant manner from users who provided consent.

SDK data is not necessarily first-party data. The fact that the data was collected with an SDK is not a guarantee that the person providing it to you is the one who collected it and/or that they know where it is coming from and if it was collected with the proper consent and transparency framework. In fact, a vendor that generically states they have SDK data could be using first, second, and third-party data, so it’s essential to ask potential or existing partners whether their data is 100% first-party ... If you’re drafting an RFI, rather than asking “How much of your data comes from an SDK,” you should specify, “How much first-party data do you collect?”

2. High DAU and Data Persistence

Now that we have established that what matters is the fact that the data is first-party, let’s dive into how to evaluate its quality. Insights derived from first-party data are only valuable if you are able to measure the consumer journey on a daily basis and throughout the day, so that you can understand where and when consumers spend their time in the offline world (aka where they dwell). Access to a large panel providing daily insights is paramount, because the larger your user base, the more representative your data will be of the population as a whole. Looking at daily active users instead of monthly active users as an indicator of panel size is a must, because only by understanding  how your anonymous, opted-in users move in the offline world can you achieve accurate measurement. Frequent data is much more telling than sporadic data — for more on this, be sure to check out our blog on why DAUs are taking over MAUs as the new KPI for scale. 

Now for data persistence. A company needs to collect location data persistently in the background to understand when users “dwell” and when they “move.” This enables them to determine time spent at a location, or “dwell time,” which is essential to parse real from fake visits — i.e. determine whether users actually visited a location or were simply passing by.

3. Future-Proof Privacy Framework

Finally, an SDK needs to adhere to a future-proof privacy framework. In an era of increasing privacy regulations and data scandals, it’s paramount to comply with not only existing privacy regulations but also prepare for those that may likely come into effect. 

So what exactly does a future-proof privacy framework entail? A company needs to be allowing users to provide consent and control over their data, be fully transparent and accountable, and ideally pave the way for higher standards and industry best practices for privacy. Protecting user privacy is essential to not only maintain a trusting relationship with your users but also protect your brand’s reputation and equity for the future.

Read our blog “6 Truths About Location Data” to learn more about how to choose the right data to maximize your marketing efforts.

The post The Truth About the SDK: It Alone Is Not Enough appeared first on Cuebiq.

Deciding on a new tool or platform for your business can be daunting. When it comes to location intelligence solutions, you want to choose a partner with an intuitive platform that will provide high-quality, meaningful insights to improve your business strategies and marketing activations. To simplify your decision-making process, we’ve compiled three features you should look for when selecting a new solution.

1. Dynamic and customizable interface

It’s important to select a platform that allows you to tailor the analytics to your business’ specific needs. That entails being able to customize your competitive set. For example, if you’re a niche beauty brand, you’ll probably want to see analytics on brands that are your direct competitors. But you may also want to see how your brand’s foot traffic compares to that of specific drugstores selling beauty products, or even big box stores. Being able to create customized competitive sets — and then visualize the results — is a key quality to look for in a location intelligence platform.

You also want to be able to customize the time frame of your report. Being able to understand patterns over time is one of the main benefits of location data, and you can’t do that without being able to adjust the report’s time window to your brand’s needs. It’s important to choose a platform that enables you to slice and dice the data at a granular level.

2. Smart recommendations on how to activate insights

Gaining access to customized analytics is only one piece of the puzzle, though. In order for a location intelligence platform to be as helpful as possible, it should enable you to act on those insights. Through artificial intelligence, some platforms are able to not only generate specific recommendations catered to you, but also allow you to activate them with the click of a button.

This level of assistance will save you time and enable you to leverage location analytics effortlessly to help with your business and marketing strategies. For example, if a platform allows you to target a customized audience segment, such as your competitor’s most vulnerable customers, it will dramatically improve your conquesting efforts.

3. Accurate data at scale

When evaluating a new location intelligence tool or platform, it’s imperative to choose one that leverages accurate data at scale. In order to determine this, you need to understand the source of the data, how the data is collected (i.e. methodology), and if it’s a large enough dataset to produce accurate insights for smart recommendations. You need to get to know the data, because if it’s not accurate and scalable then you will not get meaningful analytics.

We hope these tips make your selection process a little easier. For more information on what Cuebiq does, click here.

The post How to Choose a Location Intelligence Platform: 3 Things to Look For appeared first on Cuebiq.