Case studies

How To Target Offline Audience More Precisely

Google reports that 82% of shoppers make purchase decisions in-store. Unfortunately for local business owners, people shopping in malls or walking on the street while being offline cannot get any digital ads. They are missing the chance to get great personalized offers and discounts. Happily, using location-based marketing, marketers can send targeted information to proper receivers in real time.


 Our client Proxi.Cloud is a proven and secure solution to collect and store anonymous location data collected through mobile applications. It gathers relevant location data and targets online ads to specific audiences. This solution based on geofencing, Wi-Fi, and beacons. Proxi.Cloud has a 192 403 analyzed POI, 5 851 159 WiFi networks, and 102 765 085 interactions monthly.






One of the main challenges in this project was to provide users with well-tailored information depends on their localization. For example, while entering the cinema, the user gets information about combined promotion for popcorn and ticket, while shopping he receives information about dedicated sales in the specific stores he is passing by. For marketers, it was designed one single tool responsible for communication, analytics, and advertisement. A simple platform where you can manage the content from the administrator panel.  Due to internal changes in developers team Proxi.Cloud’s project success was in a question. From a business perspective, to continue building a stable and scalable production environment it was highly recommended to make an audit by qualified experts.


Stermedia was asked to do the analyze and prepare recommendation about techniques used in the project. Both technological and in terms of processes.

Stermedia focused on determining:


  • the quality of the platform’s code – the ease of development and further maintenance, so the report could be used in an investor’s decision-making process: software architecture (Microservice Architecture, Object Services, JavaStript code), automatic tests, software code syntax (Ruby and JavaScript code, HTML code syntax, good practices in the CSS catalogues structure, used libraries)
  • the level of complexity of starting up new instances in Azure environment (or similar)
  • lacks in the documentation




Based on audit recommendations Stermedia made code refactoring and improved current code deployment.

Our team prepared:

  • a full report of the current state
  • implementation of software for the new production environment based on Azure platform
  • deployment automatization (GitLab CI)
  • improving the process of implementing the application into the production environment (Docker and Rancher)
  • supplying a new function of the software



‘Stermedia developers helped us to save the project which was very questionable’ – said Paweł Prociów, CTO, ProxiCloud – ‘Nowadays we can develop our product and build own team. It is important to us that their developers are elastic, have the quick reaction time, proactiveness and building technical trust.’


Time Hours 1716
Months 10,5
Team size Team 3



Marta Miszczak
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