Since Real-World Places Are Dynamic, Geofences Should Be, Too

Think about a busy place you know, such as the downtown area of a major metropolitan city. Is it the same “place” at 2 p.m. on a Tuesday as at 10 p.m. on a Saturday? The buildings are the same, but that may pretty much be it.

The people could be really different, and the density and activity is likely different, such as people working in office buildings versus people visiting bars and restaurants. And even if they are the same people, they are likely in vastly different mindsets.
Never mind what happens to this location at rush hour or when it rains. You get my point: Place profiles are dynamic.
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Understanding the dynamics of how a place and brand are related over time, and what ultimately drives foot traffic, can be harnessed for future campaigns. This includes the ability to retarget those users at another point in time, such as when they are home watching a TV ad for your brand.
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