In the context of position or movement data, the user’s privacy is a delicate matter. All modern Smart phones offer a separate query for the privacy of the user, whether the position is to be shared with the currently used app or mobile website. This query is correct and important because, first and foremost, we must ensure a decent and respectful use of the obtained data. When it comes to the acceptance of such data, however, we often encounter an all-too-human reaction. Quickly an app is demoted to a malicious data collector if no recognizable benefit can be extracted from a location. If the user is not willing to share his/her position, an exact targeted group approach within the geo-Location Based Push Notifications campaign, this is only possible to a limited extent.
Technologically, the following geo-targeting methods in Push Notifications are currently used:
With the help of open or commercial databases, an IP address or an IP range can be converted into position data. This method is always available and cannot be switched off by the user. Depending on the database, the country/region and the actuality of the data, the IP can be used to achieve an accuracy of one postal code area or even a single state/country. This methodology is by no means commensurate with the accuracy of the systems described below but is characterized by its constant availability.
WiFi / WiMAX Positioning System (WiPS)
With the help of open or commercial databases, nearby WLAN networks can be used to determine a position. The more WLAN networks are within reach, especially in urban areas, the more accurate is the location. It sometimes achieves very precise values using mathematical methodologies, e.g. the classical method of triangulation for national surveying. Depending on the database and proprietary technology used, it is also possible to locate it in closed buildings, e.g. with the so-called IPS, which is also used in control systems. If there are no or not detected WLAN networks in the vicinity or if the WLAN module in the Smartphone is deactivated, no location is possible.
GSM base stations
A so-called base transceiver station (BTS) is an element of the GSM mobile radio network. With the aid of databases, the position of the Smartphone can be determined from information such as MobileCountryCode, MobileNetworkCode, LocationAreaCode and Cell-ID via the nearby GSM base stations. The more base stations nearby are, the more accurate the position is. If only one base station is available, the accuracy of the positioning on the transmitter ad at the base station must be determined. In urban areas with a higher density of BTS, more precise position detection is to be assumed with the aid of triangulation.
GPS (Global Positioning System)
GPS coordinates provide the most accurate information in most cases but take up to 12.5 minutes from a so-called cold start to be accurate. Here, an accuracy of a few meters can be achieved, depending on the availability of the time and position signals emanating from satellites. If the Smartphone is not equipped with a GPS module, the GPS reception is switched off, or if the user is prohibited from using the GPS, this method is not suitable for locating.
This method combines accurate GPS tracking with “less accurate” tracking by GSM base stations or WiPS. Thus, the so-called time-to-first-fix, that is, the time that the GPS receiver needs for position determination after switching on, is significantly reduced to a few seconds and then specified with the aid of GPS coordinates. The accuracy of the positioning is therefore improved every second until it reaches the accuracy of GPS.
Not to be forgotten are the inputs that a (registered) user enters to his home address or his current location. Outgoing from a correct input, this location provides accuracy up to street and house number. However, this information is rarely usable for a live location. The question is whether the user is really at home, etc.
Geo-location targeting is very suitable for local-relevant mobile push notification campaigns and there are reliable technical methods for obtaining position data that can be used as a basis for this. The use of Audience segments, which is gained from insights from location data, is certainly an efficiency gain for each campaign. Correctly applied here is a clear improvement of targeted group-appropriate approach possible. In fact, every advertiser already uses socio-demographic data. Here, a significant increase in efficiency is possible if these data are combined with geo-location information. The prerequisite is always to use the data in a user-friendly and data-compliant manner.
To know more about mobile geo location based push notification services, visit our website http://www.bulkpush.com.