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Three Reasons Why Brand Attribution is Essential to POI Data

January 21, 2021
Mia Litman

Points of interest (POI) data is foundational to a geospatial data ecosystem. As a key pillar of location data, POIs provide the geographic coordinates of non-residential places for mapping and analytics. While the latitude and longitude of POIs are core to locating these non-residential places, what many data scientists find the most helpful as they analyze this data is detailed brand attribution.

What is brand attribution?

SafeGraph Places data includes a brand info csv file with detailed attribution for stores with multiple locations. This file includes a unique and persistent SafeGraph Brand ID, enabling data scientists to easily join POIs belonging to that brand. It also includes brand name and parent brand ID fields, making it possible to identify the relationship between parent and child brands. Finally, the brand info csv provides NAICS codes and categories, as well as stock ticker and exchange details, so that users can easily roll up brands into specific industries and market

Why is brand attribution important? 

Brand attribution, when done right, allows POIs to be analyzed more strategically. There are many uses of brand data, but at SafeGraph, we see many of our customers using the brand info csv for the following reasons:

1. Identifying parent and child brand relationships 

One of the most compelling reasons for detailed brand attribution in POI data is to make it easier to identify parent and child brands. A parent brand is often referred to as the corporate brand that oversees multiple smaller brands. A good example of this is Kroger, which is the parent brand for other grocery stores like Frys, Fred Meyer, Harris Teeter, & Smith’s. Some POI datasets only provide the parent or child brand, limiting the types of analyses that could be conducted. Some even have a mix of the two, which can lead to inaccurate calculations underpinning larger decision-making. When both are included, data scientists can roll up or drill down to the right level for their particular use case.

Analyzing parent and child brand relationships allows data scientists across industries to better understand the market landscape. Sysco, the global leader in selling and distributing products to restaurants, healthcare, education, and lodging facilities, relies on parent/child brand attribution in POI data to analyze market data at both the parent and child level, identifying which brands are experiencing spikes or declines in demand. Without curated parent and child brand attribution, Sysco would have to dedicate resources to manipulating the data themselves, or risk missing the full picture in their analysis. With it, they are able to keep a pulse on market trends, evaluate growth avenues,  and decide on a weekly basis where to focus their efforts.

2. Understanding brand affinities

The right brand attribution lets companies identify consumer behavior in relation to a brand, enabling them to build strong customer affinity profiles. Foot traffic and dwell time insights for branded POIs, like those found in SafeGraph Patterns data, can be used to show the volume of visitors brand locations receive, as well as where they travel from and what other brands they visit. This helps data scientists create informed customer profiles that can be used for marketing, site selection, and store planning strategies

Brand affinity analysis is particularly useful for advertisers looking to send targeted and personalized offers to consumers frequenting specific brand locations. Media Storm, the second-largest independent full-service media agency in the U.S., incorporates brand analysis into its location-based marketing for more accurate audience creation and more efficient ad campaigns. Using SafeGraph’s brand information and NAICS codes, Media Storm can identify store locations of its clients, as well as competitor and complementary locations, and focus advertising efforts on the places most visited by the target population.

3. Mapping market penetration

POI data is frequently used by companies to map out and better understand the brand landscape. Competitive analysis, site selection, and trade area creation are all more effective when the POI data used covers all relevant brands, and accurately. If a POI is not correctly attributed to a brand, areas of opportunity could be overlooked or overestimated. Incomplete or inconsistent parent and child brand information can lead to POIs being missed or incorrectly weighted in the decision-making process. For instance, a market analyst could be deciding where to start an aggressive new ad campaign aimed at winning market share from a competitive brand; in this case, knowing where that brand has a regional stronghold can help the analyst decide where to focus the campaign. If brands are incorrectly attributed or missing in the POI dataset, the results will be highly skewed.

To avoid this, SafeGraph provides extensive brand coverage for places in the U.S., Canada, and soon the UK. Take a look at the new brand dashboard for an overview of top brands in the U.S. at the nationwide and state levels.

Brand attribution is a critical element of POI data. Download a sample in the SafeGraph Data Shop and see how you can boost your analytics with comprehensive brand information.

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