How to: Use location data to uncover the consumer visitation journey

  • Ali Rossi
  • June 16, 2021

Where your consumers come from matters.


It’s about the journey, not the destination.

At least, that’s what businesses are thinking when they look to understand the consumer visitation journey, which highlights a consumer’s real-world path before and after visiting a given brand. These insights are valuable in helping enterprises and brands to:

  • Build relevant messaging to reach key audiences
  • Uncover partnership opportunties
  • Benchmark against the competition
  • Prioritize new store locations

To better help businesses tackle such tasks, Foursquare created a Consumer Journey Matrix methodology that exposes what stops visitors made directly before and after visiting a specific brand, as well as two stops before and two stops after.