Mytraffic, a location intelligence and traffic analytics company has acquired Geoblink, a geospatial intelligence platform for an undisclosed amount. They aim to become the go-to partner for European businesses and public entities seeking state-of-the-art location intelligence solutions. This acquisition integrates Geoblink’s geospatial technology with Mytraffic’s analytics platform.
With offices in Berlin, Paris, London, Madrid, and Milan, Mytraffic’s SaaS platform enables companies make better decisions through dynamic and tangible traffic data insights. Its major markets are France, Belgium, Italy, Spain, Germany, UK, Finland, Norway, Denmark and Sweden.
Backed by Nauta Capital and Elaia Partners, Geoblink has become a trusted partner for companies seeking to optimize strategies based on geospatial data.
Mytraffic recently closed a €30M Series B funding in September 2022 with AXA Venture Partners (AVP).
“This first acquisition will enable us to become an undisputed leader in the UK and Europe, while maintaining our capacity to be in the forefront of innovation in this sector”, said Hakim Saadaoui CEO, Mytraffic.
Expanding European Footprint
Launched in 2017, France-based Mytraffic is on its way to become one of Europe’s biggest location intelligence firm. Identifying the major issues in retail sector, Mytraffic found its place of providing location insights to real estate investors and retailers.
With more than 300 international clients, including global brands such as JLL, Cushman & Wakefield, H&M, and Hugo Boss, Geoblink’s 150 clients would now be added to its kitty. Geoblink’s major clients include Danone, KFC, Pepsico, and IKEA.
Mytraffic believes that retailers will be driven by location insights to boost performance, and tomorrow’s commercial assets will be valued on the basis of a location’s foot traffic.
“We see a trend where retailers are looking at a combination of Floating Car Data, to understand Site Selection Analysis traffic patterns in the area around their store, and spending behavior data to understand the business potential,” says Pierre Maere, CTO, Geo Mobility, Belgium.
Location Intel for Retail Sector
Location technology empowers brick and mortar store owners as well as e-commerce retailers to get a complete understanding of the consumer journey, connecting both online and offline touchpoints for optimization and budget allocations.
Closed loop attribution enables marketers to gain a holistic, full-funnel understanding of the impact of their media, based on all the key performance indicators (KPIs) that matter to them, irrespective of whether they are related to in-store conversion.
“Retailers increasingly rely on data analytics and Business Intelligence tools to gain insights into customer behavior, optimize pricing strategies and improve operational efficiency. Advanced analytics techniques, including predictive analytics and real-time data analysis, help retailers make data-driven decisions and identify trends to stay ahead of market demands,” believes Morten Brøgger, CEO, MapsPeople, Denmark.
In 2022, Unacast, a global location data and analytics platform partnered with Precisely, a global leader in data integrity software, to offer comprehensive, business-enhancing solutions for multinational retailers looking to expand to a new site. They offer insight into foot traffic and migration patterns, and can map customer profiles and data to optimize success in a new location.
Last year, CARTO, the cloud-native location intelligence platform joined forces with Doorda, the data provider of UK properties to provide geospatial data analytics capabilities.
“Location Intelligence enriches property information by providing valuable geospatial context. It integrates sociodemographic data, real estate market trends, environmental risk assessments, surrounding infrastructure, and POI information. This enables professionals to target specific buyer segments, forecast property values, assess environmental risks, and evaluate the desirability of a location,” said Yanqing Zeng, Lead Data Scientist, JLL, France.
