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Introduction
If your marketing depends on store type, license, hours or territory—then your success depends on location data management.
Campaigns only reach the right people when the data behind each store, region or franchisee is accurate and organized. Without it, rollouts fall flat, signage goes to the wrong place and compliance becomes impossible to enforce.
That’s why IRIS Strategic Marketing Support (IRIS) built GearBox® to make location data part of the marketing execution process—not a disconnected spreadsheet.
What Is Location Data Management?
Location data management is the process of organizing, storing and applying critical information tied to a physical business site. For marketing and operations teams, this often includes:
- Store tier or format
- Regional assignments or field support teams
- License types or legal compliance zones
- Signage footprints
- Customization fields (like hours, contacts or promo rules)
- Preferred vendors or fulfillment specs
When managed inside the execution system, this data helps automate campaign assignment, customization and delivery.
Why Disconnected Location Data Creates Marketing Risk
1. Inaccurate Rollouts
If signage kits are based on outdated or flat data, materials arrive that don’t match store format or legal requirements.
2. Compliance Violations
Without correct license or legal zone tags, disclaimers may be missing—or the wrong offer may go live in the wrong state.
3. Manual Labor Across Teams
Marketing and ops waste hours cross-checking spreadsheets just to push out a campaign.
4. No Visibility or Reporting
If campaign engagement isn’t tied to real location IDs, you can’t track what’s working or where gaps exist.
How GearBox® by IRIS Solves Location Data Challenges
GearBox® by IRIS brings location data directly into the marketing execution workflow. Each store, dealer or region has a live, structured profile that feeds into campaign delivery, signage assignment and field enablement.
With GearBox®, teams can:
- Assign campaigns by store type, license or territory
- Lock compliance language based on legal zone
- Embed hours, contacts or promos directly into templates
- Route signage orders to preferred vendors by location
- Report on usage, fulfillment and rollout by location ID
Everything is tied back to a centralized profile—updated once, used everywhere.
Use Case: Ply Gem Improved Campaign Segmentation With GearBox®
Ply Gem needed to deliver local signage kits to a wide range of dealers and partners—each with different branding rules, layout specs and licensing requirements.
With GearBox® by IRIS, they:
- Tagged locations by partner type and signage needs
- Assigned kits automatically based on profile data
- Controlled customization through embedded fields (logos, URLs, hours)
- Routed fulfillment by signage footprint
- Gained visibility into campaign engagement by partner group
Structured location data became the foundation of scalable, repeatable campaigns.
Conclusion
Location data management is more than a spreadsheet problem—it’s a marketing execution problem. When your campaigns depend on the accuracy of hours, signage specs, license types and layouts, you need a system that turns location data into action.
GearBox® by IRIS gives your team the infrastructure to build, assign and track campaigns based on location profiles—not guesswork.
Talk to IRIS to see how structured location data drives better campaign outcomes.
