Locomizer
Locomizer is a London-based geo-behavioural analytics company that converts consented mobile location data into audience interest profiles and footfall metrics, serving advertisers, retailers, real estate firms, city planners and tourism boards through dataset licensing on AWS and Experian.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Locomizer does
Locomizer Limited is a London-headquartered geo-behavioural analytics company that converts consented mobile location data into audience interest profiles and footfall metrics for advertisers, retailers, real estate professionals, city planners and tourism operators. Its core technology is a patented supervised machine learning algorithm ('Interest Profile of a User of a Mobile Application') that scores user affinity toward physical places and brands at the point-of-interest level (latitude/longitude with 69-metre radius), drawing on panel data from approximately 200 mobile apps across categories such as dating, gaming, lifestyle, navigation and travel. The methodology has been validated at 0.905 Pearson correlation against UK Census 2021 data and is protected by issued patents in the United States, Japan and South Korea.
The company's product portfolio centres on two data products — the Footfall Dataset (observed and extrapolated visit counts, reach, dwell-time and score derivatives segmented by movement and visitation modality) and the Brand Affinity Dataset (hundreds of interest categories aggregated to brand level, e.g., KFC, Superdrug, Vue Cinema). These are complemented by AffinityBI, an audience-discovery platform for OOH campaign targeting, and Attribute, a deterministic post-campaign attribution tool launched in July 2019 that integrates HERE 2D Polygons for multi-level shopping-centre resolution. Distribution is primarily channel-led: data is delivered through AWS Data Exchange, an Experian reseller partnership (complementary to Mosaic postcode segmentation), direct AWS S3 provisioning for enterprise clients, and specialist GIS providers, with an Esri Emerging Partner integration and a regional Tokyo office.
Locomizer's commercial model combines subscription data licensing (Footfall and Brand Affinity datasets, typically on annual billing) with professional-services campaign intelligence work for brands and agencies such as Diageo, Pernod Ricard, AB InBev, Bethesda and McDonald's. The company is founder-led by Dr. Alexei Poliakov, operates with 1-10 employees, and has accumulated over a decade of operational experience alongside the co-founder's prior decade of scientific research.
Locomizer firmographics
Firmographics- Name
- Locomizer
- Legal name
- Locomizer Limited
- Website
- https://locomizer.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Locomizer is a London-based geo-behavioural analytics company that converts consented mobile location data into audience interest profiles and footfall metrics, serving advertisers, retailers, real estate firms, city planners and tourism boards through dataset licensing on AWS and Experian.
- Ownership category
- akta.pro rank
Locomizer industry classification
Industry- Product category
- Location Intelligence and Geo-behavioural Analytics
- NAICS
- Marketing Research and Public Opinion Polling (541910), Web Search Portals and All Other Information Services (519290)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF)
- akta.pro secondary industries
- POI, Local Listings & Business Directory Platforms (BPAMANAD), Travel, Hospitality & Local Discovery Recommendations (HDAAAGAG)
Keywords
Where Locomizer is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Locomizer business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Data Licensing - Footfall Dataset: Licensing of aggregated footfall metrics data at POI level including user counts, dwell times, reach scores. Data sold in TSV format via AWS Data Exchange, Experian, and direct S3 access. Updated weekly/monthly.
- Data Licensing - Brand Affinity Dataset: Licensing of brand affinity profiling data quantifying user interests at POI level. Complements footfall data with quantitative interest measures across hundreds of brands and interest categories.
- Campaign Intelligence Services: Providing audience insights for OOH advertising campaigns including site selection, targeting, and attribution measurement. Revenue from brands and advertising agencies using Locomizer data for campaign planning and measurement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise data licensing with custom pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Locomizer product offering
Product offeringCore offering
Locomizer licenses geo-behavioural data products — the Footfall Dataset (POI-level user counts, reach, dwell-time, score) and the Brand Affinity Dataset (supervised-ML-derived affinity scores at brand level) — to enterprise customers via AWS Data Exchange, the Experian partnership, and direct AWS S3 access. It complements these data products with the Attribute OOH attribution tool (deterministic store-visit attribution) and the AffinityBI audience discovery platform for campaign targeting, plus bespoke campaign-intelligence services. Customers include brands, OOH agencies (Posterscope, Havas, JCDecaux, Clear Channel), retailers, real estate firms, city planners, tourism operators, and financial services firms.
Product overview
Locomizer is a location analytics platform offering a portfolio of data products centered on geo-behavioral profiling technology. The core offering comprises the Footfall Dataset (footfall metrics at POI level including user counts, dwell-time, reach, and scores) and the Brand Affinity Dataset (quantitative interest/affinity profiles at brand level, built via supervised machine learning). These are complemented by the Attribute OOH attribution tool (campaign measurement) and the AffinityBI audience discovery platform (geo-behavioral profiling). The products are distributed through AWS Data Exchange, Experian (integrated with Mosaic postcode segmentation), and direct AWS S3 access. The differentiator is the proprietary geo-behavioral profiling technology that translates location/time stamps into user interest profiles — affinity scores toward physical places and objects — enabling personalized audience targeting.
Differentiator
Problem solved
Functional benefit
Brands
- AffinityBI: Proprietary audience discovery tool used for OOH campaign targeting, featuring geo-behavioural profiling algorithms to identify target audiences.
- Attribute
- Footfall Dataset
- Brand Affinity Dataset
Products and services
- Footfall Dataset Location analytics dataset providing key footfall metrics at point level (latitude and longitude of POI + 69-metre radius), including observed and extrapolated user counts, signal observations, reach, dwell-time, and score derivatives. Built from a representative panel of anonymous mobile trace data, it covers pedestrian/non-pedestrian movement and resident/worker/transient visitation modalities for retail analytics, city planning, marketing/advertising, financial forecasting, and risk assessment.
- Brand Affinity Dataset Dataset that provides a quantitative measure of real-world user interest (affinity) at point level (POI latitude/longitude + 69-metre radius), covering hundreds of interest categories grouped at brand level (e.g., KFC, Superdrug, Vue cinema, Virgin Active Gyms). Built using the supervised machine learning algorithm described in Locomizer's patent 'Interest Profile of a User of a Mobile Application'.
- Attribute — OOH Attribution Tool Campaign effectiveness measurement tool that uses a patented deterministic method to attribute store visits to discrete out-of-home advertising campaigns. Integrates HERE 2D Polygons to resolve multi-level shopping-centre visits, ensuring accurate attribution and supporting both post-campaign analysis and planned real-time digital OOH optimisation.
- AffinityBI — Audience Discovery Platform Proprietary audience discovery and geo-behavioural profiling platform that infers audience affinity areas from location patterns to enable hyper-targeted out-of-home advertising, identifying target audiences and their behavioural patterns to select optimal advertising sites based on consumer profiles.
Quantifiable outcome
- Jameson Whisky campaign achieved +225% increase in 'brand you see more of' metric, +60% increase in 'brand for me' relevance, and +40% increase in on trade consideration.
- +4 more outcomes
Companies that use Locomizer
Customer profileNamed customers8 records
Segments7 records
Ideal customer profiles2 records
Locomizer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature7 records
Locomizer partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- ExperiancoreLocomizer data products are available to licence from Experian as a natural complement to Mosaic postcode-level customer segmentation. This partnership enables Experian's customer base to access location-based audience insights integrated with existing segmentation tools.
- Amazon AWScoreData products available through Amazon Data Exchange, enabling millions of AWS customers to subscribe to and use Locomizer data directly in the cloud, loading into S3 for analysis with AWS analytics and ML services.
- PreciselycorePoint of Interest (POI) data sourced from Precisely's World Points of Interest Premium product. POI dataset is updated monthly and provides the location data for user interest profiling.
- HEREcoreIntegration of HERE's 2D Footprints and Places data for Attribute OOH campaign measurement. HERE 2D Polygons help resolve which store was visited in multi-level shopping centres, ensuring accuracy in attribution.
- PosterscopecoreWorld's largest Out-of-Home communications agency. Long-term partnership on OOH campaigns including Bethesda Fallout 4 and Doom, Jameson, and multiple other campaigns. Joint winner of Clear Channel Outdoor Planning Award.
- Target MediacoreJoint partner with Posterscope on Fallout 4 campaign that won Clear Channel Outdoor Planning Award. Contributed media planning expertise to Locomizer-powered campaigns.
- University College London (UCL)minorResearchers used Locomizer data to develop reproducible framework for processing anonymized mobile app location data. Data licensed from Locomizer for academic research published in Nature.
- Centre for CitiesminorResearch collaboration to produce data-driven insights on COVID-19 behavioural changes. Locomizer supplied anonymised mobile phone data for High Streets Recovery Tracker cited in The Times and The Guardian.
- JCDecauxcoreMajor outdoor advertising media owner. Multiple campaigns including National Rail, Stella Artois Wimbledon, and Guinness Ireland (awarded Campaign of the Month). Provides OOH inventory for Locomizer-targeted campaigns.
- Clear Channel UKcoreOutdoor advertising company. Fallout 4 campaign won Clear Channel's Outdoor Planning Award for Best Use of Data and Insight. Provides platform for Locomizer-powered campaign distribution.
- Location Based Marketing Association (LBMA) Japan ChapterminorLocomizer participates in LBMA Japan Chapter, an organization for location-related marketing businesses aiming to develop common rules and accelerate innovation in location-based marketing.
- PML GroupcoreIrish outdoor advertising specialist. Dynamic platform operator for McDonald's and Guinness weather-triggered campaigns. Regular quoter of Locomizer data in Irish Times and industry publications.
- Havas MediacoreGlobal communications agency. Joint work on Jameson Irish Whisky campaign featuring Locomizer data analytics. Published video case study showcasing campaign methodology and results.
- NearcoreListed as trusted data provider in Locomizer's privacy policy. Mobile SDK provider supplying location data to Locomizer's data ecosystem.
- VerasetcoreListed as trusted data provider in Locomizer's privacy policy. Alternative mobile data supplier in Locomizer's data ecosystem.
- Connected Places CatapultminorUK innovation organization awarded Locomizer participation in Connected Places Mission to China, helping UK urban services companies enter Chinese market through co-development activities.
Scale indicators5 records
Recent moves8 records
Expansion highlights7 records
Locomizer competitors and assessment
Company assessmentDirect peers
- Cuebiq: Cuebiq is a location-intelligence and footfall analytics company offering consumer insights, visitation measurement, and audience targeting built on opted-in mobile panel data — a near-analogous offering to Locomizer's geo-behavioural profiling.
- Blis: Blis is a location-powered programmatic advertising platform that uses movement patterns to deliver audience targeting and campaign measurement — overlapping with Locomizer's OOH and programmatic geo-fence use cases.
- Placer.ai: Placer.ai is a leading foot-traffic and location-analytics platform using panel-based mobile data to deliver visits, dwell-time, and audience insights for retailers, real estate, and advertising — directly comparable to Locomizer's Footfall Dataset and affinity products.
- Foursquare: Foursquare operates a major location-intelligence platform (Places API, Visits, Audience) that competes head-to-head with Locomizer on POI-level footfall, audience segmentation, and movement analytics for enterprise customers.
- GroundTruth: GroundTruth (formerly xAd) provides location-based audience targeting and visitation analytics for OOH and digital advertisers, directly overlapping Locomizer's OOH campaign targeting and attribution use cases.
- Near: Near provides privacy-safe location data and intelligence (AllSpark platform) for audience targeting and analytics; comparable to Locomizer's data products, and notably also named in Locomizer's privacy policy as a data partner.
Others
- Precisely: Precisely supplies the POI dataset (World Points of Interest Premium) that underpins Locomizer's affinity products. Precisely operates as a data infrastructure provider rather than a competitor, enabling Locomizer's analytics layer.
Broad incumbents
- HERE Technologies: HERE is a global location-data and mapping platform whose 2D Polygons and Places data are integrated into Locomizer's Attribute product. HERE operates far more broadly in mapping, automotive, and logistics, but its POI/footprint data is functionally adjacent.
- Esri: Esri is the dominant GIS and spatial-analytics platform and is itself a Locomizer partner (Emerging Partner programme). Its ArcGIS platform serves overlapping analytics use cases for city planning, retail, and real estate, but at a broader enterprise level rather than OOH campaign focus.
Regional players
- JCDecaux: JCDecaux is one of the world's largest OOH media owners and a documented Locomizer campaign partner. While not a data-licensing peer, JCDecaux's data-and-measurement initiatives (and partnerships) compete for the same OOH analytics budget that Locomizer serves.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Locomizer social profiles
Digital presenceLocomizer compliance and trust
Trust signalCompliance1 record
Locomizer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Locomizer leadership team
Management profileNumber of profiles
Profiles1 record
Locomizer funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Locomizer M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Locomizer
What does Locomizer do?
Locomizer licenses geo-behavioural data products — the Footfall Dataset (POI-level user counts, reach, dwell-time, score) and the Brand Affinity Dataset (supervised-ML-derived affinity scores at brand level) — to enterprise customers via AWS Data Exchange, the Experian partnership, and direct AWS S3 access. It complements these data products with the Attribute OOH attribution tool (deterministic store-visit attribution) and the AffinityBI audience discovery platform for campaign targeting, plus bespoke campaign-intelligence services. Customers include brands, OOH agencies (Posterscope, Havas, JCDecaux, Clear Channel), retailers, real estate firms, city planners, tourism operators, and financial services firms.
Is Locomizer a public or private company?
Locomizer is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Locomizer founded?
Locomizer was founded in 2012. It employs 1 to 10 people.
Where is Locomizer based?
Locomizer is headquartered in London, United Kingdom, in the Europe region.
How does Locomizer make money?
Three revenue lines are on record. Data Licensing - Footfall Dataset is the primary driver. The others are data Licensing - Brand Affinity Dataset and campaign Intelligence Services.
Who are Locomizer's main competitors?
Direct peers on record are Cuebiq, Blis, Placer.ai, Foursquare, GroundTruth and Near. Precisely is listed as an others. Broad incumbents are HERE Technologies and Esri. JCDecaux is listed as a regional player.
Does Locomizer have an API?
No public API is recorded for Locomizer.
What industry is Locomizer in?
Locomizer's product category is Location Intelligence and Geo-behavioural Analytics. Its primary akta.pro industry code is BPAFAKAF, Marketing Database & Contact Data Providers (B2B/B2C Lists), with a secondary code of BPAMANAD, POI, Local Listings & Business Directory Platforms. Its NAICS code is 541910 and its SIC code is 7370.