Backlite Media: Offline Visitors Data Analytics Platform

Illustration with map markers

Client Company

Major UAE outdoor advertising company


Backlite Media is the leading outdoor advertising company in Dubai that provides premium billboards and out-of-home advertising. Backlite Media was looking for a software solution that would enable them to analyze mobile, Wi-Fi, and GPS data on the users passing by their advertising billboards and address the following business needs:

  • Segmenting the users based on their routes and digital fingerprints, points of interest;
  • Choosing the best placements for their advertising stands;
  • Adjusting advertising policy based on users' interests and demographics;
  • Collecting and analysing statistics on the ads’ view rates.

Solution Description

A portal that allows analysis of history of users’ movements across specified territories, building user segments, and providing advanced analytics like:

  1. Places with users’ concentrations

  2. User interests and preferences based on the places they visit

  3. Customers’ loyalty

  4. Trends and variances

  5. Which competitors their users visit, and how often

  6. Other business specific tasks

Technology background

  • AI algorithms to identify a user's routes between venues;
  • API/AWS/FTP integration for exporting audience segments to DDP systems like Google Ad Manager, AdForm, Lotame, etc.;
  • Big Data processing cloud for:
    • building audience segments based on user interests and places they visit (e.g., young parents, style & fashion lovers). Interest profiles development;
    • customer loyalty analytics: how often the customers return, the number of new/loyal customers;
    • identification of customer resident/working areas.
  • Competitors’ analytics & visualization in a high-performance web application: number of their visitors/customers; which client’s customers attend competitors; their other places of interest;

Results and Current Status

DataSort is now a full-scale platform, used by many clients including:

  • Outdoor advertising companies
  • Private schools
  • Shopping malls
  • Premium car dealers
DataSort dashboardDataSort detailed analyticsDataSort geoDataSort audience analytics

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