Geofencing builds targeted audiences from physical locations, connecting businesses with potential customers based on where they go.
We Serve Madison Clients
Geofencing defines virtual boundaries around specific real-world locations, allowing for the identification of devices that enter those zones. This technique captures audiences based on their physical presence, indicating a potential interest or need. For organizations in Madison, this means pinpointing groups of people who frequent relevant sites, such as the University of Wisconsin-Madison campus or the Wisconsin State Capitol. This method ensures that advertising efforts reach individuals who are likely to engage with a business's offerings.
The core problem geofencing solves for organizations is connecting with specific segments of the population directly where their behavior signals intent. Instead of broad targeting, businesses can deliver messages to individuals who have visited a competitor, attended a specific event, or are present in a key commercial district. This focused approach aims to reduce wasted ad spend and increase the relevance of marketing communications, turning real-world actions into opportunities for engagement.
Raincross measures the effectiveness of geofencing campaigns by tracking visits and revenue generated from targeted audiences. Our approach involves setting up these location-defined audiences and then monitoring their subsequent actions, providing clear data on return on investment. This measurement helps refine future campaigns, ensuring that adjustments are made based on actual performance. For businesses in Madison, this means a data-driven path to optimize engagement with local consumers.
02 / How the work runs
We establish virtual perimeters around relevant Madison locations to capture specific groups of potential customers. This includes commercial areas, educational institutions, or cultural attractions that attract your target market.
Deliver promotions or information directly to devices that enter these predefined zones. This ensures messages are timely and relevant to individuals' current physical context.
Campaign results are tracked to show how effectively location-defined audiences are converting into actual visits or sales. This data informs ongoing optimization.
Insights from performance data are used to adjust and improve future geofencing efforts. This continuous process aims to enhance campaign efficiency and impact.
Fig. 01
A selection of the specialists who lead and shape this work, supported by a broader multidisciplinary team.
Awareness was never the problem. The opportunity was proximity: making it effortless to find a nearby location at the exact moment of the decision. Most of those searches happened on a phone with immediate intent, someone wanting hours, directions, or the closest restaurant, not information about the brand.
Franchises | Advertising
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High-intent local search patterns targeted
Franchises
Advertising
In-N-Out Burger
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Geofencing can define the University of Wisconsin-Madison campus as a target area. This allows your business to reach students and faculty with relevant messages when they are on campus, addressing their specific needs or interests during their daily activities.
Yes, by setting a geofence around event locations like the Dane County Farmers' Market, you can engage attendees. This allows you to deliver timely promotions or information directly to individuals participating in those activities.
We measure the direct impact of geofencing by tracking physical visits and revenue generated from the targeted audience. This data provides clear insights into the campaign's effectiveness and its contribution to your business objectives.
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