French Location Firm Acquires Spain-based Geospatial Intelligence Platform

neub9
By neub9
4 Min Read

Mytraffic, a location intelligence and traffic analytics company, has recently acquired Geoblink, a geospatial intelligence platform, for an undisclosed amount. This strategic move is aimed at establishing Mytraffic as the premier partner for European businesses and public entities in need of cutting-edge location intelligence solutions. The acquisition will merge Geoblink’s geospatial technology with Mytraffic’s advanced analytics platform.

Mytraffic, with offices in Berlin, Paris, London, Madrid, and Milan, offers a SaaS platform that provides companies with dynamic and tangible traffic data insights for making informed decisions. The company’s primary markets include France, Belgium, Italy, Spain, Germany, UK, Finland, Norway, Denmark, and Sweden.

Supported by Nauta Capital and Elaia Partners, Geoblink has established itself as a reliable partner for companies seeking to enhance their strategies with geospatial data.

Having recently closed a €30M Series B funding round in September 2022 with AXA Venture Partners (AVP), Mytraffic is confident in its ability to lead the market in the UK and Europe while continuing to drive innovation in the industry,” stated Hakim Saadaoui, CEO of Mytraffic.

Expanding European Footprint

Founded in 2017, Mytraffic, based in France, is on track to become one of Europe’s leading location intelligence firms. The company identified significant challenges in the retail sector and has positioned itself as a provider of location insights for real estate investors and retailers.

With a client base of over 300 international clients, including well-known brands such as JLL, Cushman & Wakefield, H&M, and Hugo Boss, Mytraffic will now add Geoblink’s 150 clients to its portfolio. Geoblink’s prominent clients include Danone, KFC, Pepsico, and IKEA.

Mytraffic believes that retailers will increasingly rely on location insights to improve performance, and that the value of commercial properties in the future will be closely tied to foot traffic in the area.

“We are witnessing a trend where retailers are leveraging a combination of Floating Car Data to analyze traffic patterns around their stores and spending behavior data to gauge business potential,” said Pierre Maere, CTO of Geo Mobility in Belgium.

Location Intel for Retail Sector

Location technology offers brick-and-mortar store owners as well as e-commerce retailers a complete understanding of the consumer journey, connecting online and offline touchpoints for optimization and budget allocation.

Closed loop attribution allows marketers to gain a holistic understanding of the impact of their media across all key performance indicators (KPIs), regardless of whether they are related to in-store conversion.

“Retailers are increasingly relying 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,” stated Morten Brøgger, CEO of MapsPeople in Denmark.

In 2022, Unacast, a global location data and analytics platform, partnered with Precisely, a global leader in data integrity software, to provide comprehensive solutions for multinational retailers looking to expand to new locations. They offer insights into foot traffic, migration patterns, and customer profiles to optimize success in a new location.

Last year, CARTO, a cloud-native location intelligence platform, joined forces with Doorda, a UK properties data provider, to offer 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,” explained Yanqing Zeng, Lead Data Scientist at JLL in France.

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