Locala
Empowering Brands with Real-time Local Insights

The dynamic shift between offline and online e-commerce necessitates a profound understanding of consumer behaviour. Positioned at the intersection of these worlds, Locala, an innovative ad tech company, offers a solution while upholding the utmost privacy and compliance standards.

The world's leading omnichannel media platform, Locala creates remarkable advertising campaigns across multiple digital platforms, including connected TV, mobile, desktop devices, and digital billboards, resulting in strong marketing for clients' brands and substantial returns on investments.

“We aim to discern the evolving user behaviour within the commercial world, enabling brands and agencies to make comprehensive and data-informed decisions,” says Caroline Sajas, VP of Sales UK and MENA at Locala.

Balancing personalised employee training and media investments for every store while staying on track with the broader investment strategy poses a challenge for agencies and brands. Locala addresses this by providing the necessary tools to manage every process, empowering agencies and brands to transform this obstacle into a catalyst for creativity and growth.

When a global brand launches a campaign that spans continents, they come across a challenge to decipher how media investments impact numerous stores in different countries. This task involves understanding real-time consumer behaviour by effectively utilising existing data sources.

Contrary to the traditional approach of relying on historical customer data, Locala focuses on real-time consumer behaviour to aid clients in comprehending the swift changes in the consumer landscape. It gathers location data at the hyperlocal level to create customised store-level campaigns and provide detailed reports and recommendations to clients, enabling them to make informed, location-specific investment decisions.

Locala has developed Retail Analytics, a discovery and planning platform that analyses foot traffic and local demographics. The platform consists of three key solutions— LocalAudience, LocalActivation and LocalAnalytics—that offer precise insights into consumer behaviour, starting with audience analysis.

These solutions provide advanced audience targeting, omnichannel strategy activation, and real-time attribution and reporting. The platform, which is proprietary to Locala, amalgamates mobility, socio-demographic and intent data to accurately identify high business potential areas.

In a dynamic world where consumer bases constantly evolve due to emerging trends, this tool empowers brands to invest strategically in advertising. The second facet of Locala's service is LocalActivation, where customisation is critical as different regions respond uniquely to marketing strategies. The firm customises its strategy for media channels in each zone, ensuring the media connects with the audience and seamlessly aligns with the client's key performance indicators (KPIs).

LocalAnalytics offers real-time optimisation of consumer behaviour by dynamically integrating it with business KPIs, providing brands with instant data-driven insights to effectively assess campaign performance. The firm focuses on quickly identifying target audiences and relevant media channels, ensuring accurate alignment with the campaign. This agile approach enhances the effectiveness of its clients' advertising strategies.

We aim to discern the evolving user behaviour within the commercial world, enabling brands and agencies to make comprehensive and data-informed decisions

Through an analysis of user behaviour and brand affinity, Locala is able to provide unprecedented granularity in its insights. The firm delves into the nuances of consumer interactions and maps out comprehensive datasets. Its platform provides brands with a unique level of understanding, ensuring the delivery of precise and invaluable insights.

The firm also adheres to data protection regulations, notably the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR). This commitment to privacy is deeply ingrained in the firm’s principles and operations, fostering an environment of trust and compliance.

A testament to Locala's expertise is demonstrated through its partnership with Dell Technologies and Essence Mediacom. Dell Technologies, a prominent retail partner, required accurate consumer insights to transition their activity from traditional brick-and-mortar outlets to e-commerce. Locala’s location-based strategies, which are meticulously crafted based on detailed end-user analysis, allowed Dell to target consumers at the right time and place leading to an impressive 44 per cent increase in site visits when activating 4 channels in selected locations. This highlights the transformative power of location intelligence, showcasing Locala’s ability to drive substantial results.

Locala's innovative, data-driven and privacy-focused approach equips brands and agencies with unprecedented precision and agility, empowering them to navigate complex media advertising landscapes with unparalleled expertise.