Relevant places
Events, dealerships, retail zones, routes and other commercially relevant locations can inform planning where approved location data is available.
Audience & intelligence
Turn relevant places into measurable media opportunities.
Use approved, aggregated location segments to understand and activate around places that are genuinely connected to a motorcycle brief.
What the work involves
Place-based signals with privacy and purpose.
Location IQ is our planning and activation approach for place-based audience signals. Relevant locations might include events, retail zones, routes or dealerships, subject to the partner, market, consent model and reporting thresholds available.
Motorcycle demand is physical. Riders attend shows, travel to dealers, gather at events and use particular routes. Place can add valuable context, but it must be handled carefully and never presented as a named movement history or a way to follow an identifiable individual.
Time windows
Specific dates and locations can define eligible aggregated audiences for later activation where provider rules, consent and market availability permit.
Dealer planning
Location can connect national campaigns with dealer catchments and physical retail opportunities.
Privacy
We do not present location data as named movement history. Aggregation, thresholds, retention and permitted uses depend on the data partner.
Measurement
Where available, visit-based signals can contribute to evaluation with modelled attribution separated from confirmed actions.
Audience and data
What we need to know before planning Location IQ.
Location data is useful when the place itself has meaning. We build audiences around relevant locations, catchments, events or dealer territories and combine that with the campaign's product and audience logic. Where permitted, engagement after the initial location-led activity can feed into later retargeting across the wider plan.
Meaningful locationsLocal custom audiencesRetarget engagement
Audience availability, matching and retargeting depend on the platform, market, permissions and campaign set-up.
Motorcycle application
How Location IQ can work in a motorcycle campaign.
These examples show the sort of targeting we can consider. Availability varies by platform, market and permissions, so we confirm the usable options before launch.
Dealer catchmentsAreas around individual dealers or retail locations.
EventsRelevant motorcycle shows, races or other physical locations when the campaign objective supports it.
Regional demandCombine location with the product, content or audience signal rather than assuming everyone in an area is relevant.
Follow-upWhere permitted, people reached or engaged through location-led activity can move into a later retargeting audience.
Common mistakes
Where Location IQ can go wrong.
A simple radius around a motorcycle show can include venue staff, commuters, neighbouring businesses and passers-by who have no meaningful relationship with the event.
Circular dealer catchments ignore real riding routes, travel time, competing dealerships, postcode boundaries and the fact that premium customers may travel further for the right bike or service.
Small local or specialist audiences may not meet supplier and platform thresholds, limiting activation or making detailed reporting inappropriate even when the planning idea is commercially sound.
Planning and delivery
How we plan and deliver Location IQ.
We define why a place matters before requesting any audience or buying media around it. For an event, that means checking entrances, dwell expectations, dates, adjacent land uses and whether an approved partner can create a sufficiently aggregated segment. For dealers, we combine practical travel, postcode, network overlap, customer evidence and campaign purpose rather than accepting a default radius. Location can guide media planning, event follow-up or geographic comparison, but it is not proof of identity, attendance, ownership or intent. Feasibility, consent basis, minimum thresholds, retention and reporting granularity are reviewed with the eligible partner. Where audience activation is unsuitable, the location analysis can still inform screen, search, social or dealer planning.
What the client gets
01
Event, dealer or route location brief with relevance, dates, dwell logic and adjacent-area exclusions
02
Catchment model incorporating travel patterns, postcodes, dealer overlap and campaign purpose
03
Approved-partner feasibility record covering aggregation, consent, thresholds, retention and territories
04
Location-led activation and measurement plan spanning eligible digital, search, social or screen media
Common questions
What clients ask about Location IQ.
Does Location IQ let you track an individual rider?+
No. We work with approved, aggregated location capabilities where available and do not receive a named movement history. A segment or geographic pattern cannot establish who someone is, why they were present, whether they ride, or what they intend to purchase.
Can you advertise to people who attended a motorcycle event?+
An approved partner may sometimes make an aggregated, thresholded audience available for relevant follow-up, subject to consent, policy, location quality and market law. We first account for venue boundaries, staff, neighbouring activity and timing. Availability is never assumed merely because an event took place.
How do you define a motorcycle dealer catchment?+
We consider customer origin data where lawfully available, postcode and travel patterns, road access, competing dealers, model or service capability and the campaign objective. A workshop campaign may need a different area from a flagship launch, so we do not rely on one fixed-radius rule.
What does a Location IQ brief need at the start?+
We need the product or service, market, geography, audience hypothesis, available evidence, customer action and practical constraints. The initial scope normally considers event and show follow-up, dealer catchment campaigns, regional launches and open days before deciding whether this capability belongs in the plan.
Start with the brief
Talk to us about Location IQ.
Bring the product, market and target. We’ll tell you whether Location IQ is the right tool and what a sensible first phase looks like.
Discuss the brief ↗