Sense Networks

As GPS becomes a cell phone “must-have” for many (How else are you going to navigate South Brooklyn?), a whole new way of gathering consumer information is developing. Tracking consumers’ cell phone movements has the potential to unearth a goldmine of data for marketers and researchers. On the forefront of this Wild West of digital data is SoHo-based Sense Networks. The movements of anyone with a GPS- or Internet-enabled cell phone in their purse or pocket can be tracked by global positioning systems, phones connecting with Wi-Fi networks, and a grid of cell towers. By following the digital trails left by individuals, Sense can see whether someone is a barfly or a “coffice”-inhabiting freelancer, can know when and where one shops, and can even estimate where one lives by where the tracked cell phone ends up each night. Sure, Sense could accurately identify digital trails for marketers, allowing companies to deploy cellular promotions on a first name basis, but some consumers may not be too receptive to what could be viewed as an invasion of privacy. Sense is attempting to circumvent such concerns by identifying individuals as nameless, colored dots whose movements are mapped out. Based on their movement through the city, the “dots” are grouped into psychographic profiles such as “Young & Edgy Nightlife” and “Business Traveler.” This approach may allow companies to target consumers with nearly real-time activity analysis: It could mean a car company could send out a phone promotion to everyone in the “New Car Shopper” group while they are at the dealership. Or it could also help marketers figure out the placement of, say, a new liquor campaign by looking at bars that “Young & Edgy Nightlife” dots cluster around. While the implications for targeted campaigns are seemingly infinite, marketers who tap into controversial Big Brother targeting will have to be careful that they are actually providing useful content to their consumers so as to not get put on the “Do Not Buy” list. * trendcentral articles are designed to be trend reports, not endorsements * The Intelligence Group is a trend-forecasting and marketing Consultancy focused on Gen X, Gen Y and Tweens. For more information on our services, or to subscribe to our syndicated studies, The Cassandra Report, Tween Intelligence, Latino Intelligence, and Mom Intelligence, contact Alina Goncalves at 212-277-5299 or via email at agoncalves@intelg.com.