During the beta, Mityas said TGI Fridays also saw that it was overindexing with people who were coming from movie theaters at certain times of night. “That’s a different kind of guest and messaging then with other mobile campaigns we’d run,” Mityas said, “and with this data we know it’s a whole new rich fishing ground for foot traffic.” Foursquare Analytics is meant to be a way for “analysts or strategists to understand what’s happening not only with their business but in their category and competitive set,” said Mike Harkey, Foursquare’s VP of business development. After Foursquare’s location-tracked panel is anonymized and normalized against census figures, it can be used as a data stream where businesses can “toggle back and forth based on geo or audience demo or whatever applications they have and just dig into data in a deeper way,” Harkey said. Foursquare Analytics’ release adds a third leg to the mar tech portfolio Foursquare has assembled since 2015, which includes the Pinpoint programmatic targeting platform and its retail attribution product.
Search-and-discovery service Foursquare has launched its latest insight tool, Foursquare Analytics, following a successful beta test with companies including Taco Bell and TGI Fridays. The new tool allows users to search for restaurants by location, cuisine, price or other criteria. The insights generated could, for example, prompt a restaurant to serve ads or deals to mobile users who match particular Foursquare demographics. "Analysts or strategists can understand what’s happening not only with their business but in their category and competitive set,” said Mike Harkey, Foursquare’s vice-president of business development.