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Using Brand Affiliation for Competitor’s Locations

Marc Smookler

Analyzing competitor locations using traditional data sets like demographics and traffic counts is a great way to get started. But there is a lot more you can do if you dig into the data.

Brand Affiliation Graph:

We recently curated a data set utilizing mobile data to create brand affiliation metrics.  What does this mean?  In simple terms, brand affiliation is taking a location and analyzing where else people are going.

What other brands are people visiting?

This analysis can be illustrated in the chart.  We ran a static address and pulled the affiliated brands that people that visited the static address also visited the same month.

Use an address to create more intelligence:

If you know where consumers are going, you can then pull the addresses of the affiliated brands and figure out other potential locations using IdealSpot data sets. The coolest part about this is it gives you insights and intelligence that would be hard to come by without this tool.

Leveraging data:

We have been playing with this for several months, and have mainly been using it for custom insights.  Leveraging the power of data this way is a game changer for site-selection.

Marc Smookler
Marc Smookler has founded 6 companies—2 of which have been acquired and 3 of which are market leaders in their respective spaces—the leading brick-and-mortar retail analytics company (, a leading online retailer (, and a cutting-edge marketing services platform ( Marc’s companies have generated over $300M in lifetime revenues and sold over 150,000 products worldwide.

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