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 go offline and cannot get any digital ads. They are missing the chance to get great personalized offers and discounts. Thankfully, using location-based marketing, marketers can send targeted information to defined receivers in real time.
Our client, Proxi.Cloud, is a proven and secure solution to collecting and storing anonymous location data collected through mobile applications. It gathers relevant location data and targets online ads to specific audiences. This solution is based on geofencing, Wi-Fi, and beacons. Proxi.Cloud has 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 depending on their localization. For example: while entering the cinema, a user gets information about a 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 as 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 the 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 a recommendation about techniques used in the project. Both technological and in terms of processes.
Stermedia focused on determining:
- the level of complexity of starting up new instances in Azure environment (or similar)
- gaps in documentation
Based on the audit recommendations Stermedia made, the client performed code refactoring and improved the 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)
- improved process of implementing the application into the production environment (Docker and Rancher)
- supply of a new function of the software
‘Stermedia developers helped us to save the project which at the time was very questionable’ – 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 build technical trust.’
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