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Introduction
For brands operating across hundreds of markets—through franchisees, dealers or regional teams—tracking marketing activity by geography is not optional. It’s essential.
You need to know where campaigns are being used, where materials were delivered and which regions are falling behind.
That’s the role of location based analytics. At IRIS Strategic Marketing Support (IRIS), we help marketing teams connect execution data to locations—so you can take action based on what’s actually happening in the field.
With GearBox® by IRIS, your team can monitor signage fulfillment, asset usage and rollout timing across every region you support—without waiting on email updates or spreadsheets.
What Is Location Based Analytics for Marketing Teams?
Location based analytics refers to the practice of tying usage, performance and activity data to specific markets, territories or locations.
In a marketing execution context, that includes:
- Which stores accessed a template
- Which campaigns launched by region
- Where signage was fulfilled on time—or delayed
- What edits were made by market, and who made them
It goes beyond traditional customer targeting or digital ad metrics. For IRIS clients, it’s about visibility into real-world campaign usage—by geography.
Benefits of Location Based Analytics for Distributed Marketing
1. Track Execution Gaps by Region
If a campaign was launched everywhere but the West Coast, you’ll know immediately—and be able to follow up.
2. Identify Top-Performing Regions or Tiers
See which areas are consistently using marketing kits, meeting deadlines or customizing materials responsibly.
3. Measure Fulfillment Speed by Vendor Geography
Track signage and print routing by region to identify vendor delays or bottlenecks in specific areas.
4. Build Smarter Campaign Segments
Historical location data helps you plan future campaigns that are more relevant to the needs and behavior of each market.
5. Improve Compliance and Brand Governance
If a region consistently edits templates outside of allowed fields, location-based reporting can flag it and prompt corrections.
How GearBox® by IRIS Delivers Location Based Analytics That Drive Action
GearBox® by IRIS is more than an asset library. It’s a marketing logistics platform that captures activity across the full campaign lifecycle—assignments, edits, downloads, fulfillment and launch—and ties that data to specific markets.
It supports:
- Filtering campaign engagement by store type, region or franchise tier
- Viewing which teams launched, delayed or skipped each campaign
- Tracking signage delivery status by geography
- Logging customization activity with location-level audit trails
- Creating rollout performance dashboards by territory
With GearBox®, your team gets the data you need to act—not just observe.
Use Case: Applebee’s Used GearBox® to Track Execution Across Store Types
Applebee’s operates hundreds of stores across regions and franchise types. Each location needed campaign kits tailored to its format—and marketing leadership needed a way to track rollout timing and fulfillment by location.
With GearBox® by IRIS, Applebee’s was able to:
- Assign campaigns to store types based on format and tier
- Track asset access and customization by region
- Route signage fulfillment by geography through approved vendors
- Monitor delivery and execution timing across stores
- Build performance views to identify which regions needed follow-up
Read the Applebee’s Case Study
This helped their national campaigns execute smoothly—and gave leadership the data to support stores that were falling behind.
Conclusion
Location based analytics is not just about maps or digital targeting. For marketing operations teams, it’s about knowing where your campaigns are being used, where your signage is going and where your support is most needed.
GearBox® by IRIS makes it easy to connect campaign activity to market-level insights—so you can manage execution across every store, region or franchise with confidence.
Talk to IRIS to see how GearBox® helps brands track marketing performance by geography.
