Locately
Locately employs location analytics technologies that combine GPS signals with mobile surveys to understand how consumers make decisions.
| Date | Investors | Amount | Round |
|---|---|---|---|
| N/A | €0.0 | round | |
| investor investor investor investor investor | €0.0 | round | |
| N/A | €0.0 | round | |
| investor | €0.0 | round | |
| N/A | €0.0 | round | |
| investor | €0.0 | round | |
| N/A | $100k | Grant | |
| Total Funding | 000k | ||
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Locately Inc. was a Boston-based consumer location analytics firm founded in 2008 by Thaddeus Fulford-Jones, Drew Volpe, and Eric Weiss. The company, which also operated under the name Cadio Inc., established itself by providing granular insights into consumer shopping behavior for manufacturers, retailers, and restaurants.
The firm's core business centered on a proprietary data-mining engine that analyzed semi-continuous GPS data from users' mobile phones, with their consent, to understand real-world purchasing decisions. This technology tracked shopper movements between locations, visit duration, and frequency at competing stores, offering clients a detailed view of consumer paths to purchase. The platform replaced traditional in-person intercepts with location-triggered mobile surveys, capturing in-the-moment feedback on shopper marketing effectiveness. By the time of its acquisition, Locately had tracked approximately 1.5 million shopper visits and collected over 600,000 survey responses.
The company's funding included over a million dollars from angel investors—such as Gabriel Weinberg (DuckDuckGo CEO) and Joshua Schachter (Delicious founder)—and venture firms like Project 11 Ventures. It also secured multiple Small Business Innovation Research (SBIR) grants from the National Science Foundation and awards from MassVentures. In August 2012, after about two years of operation post-funding, Locately was acquired by Service Management Group (SMG), a customer research firm, for an undisclosed amount. The acquisition was described as providing a good return for investors, and the entire six-person team remained in Boston to continue developing the technology under SMG.
Keywords: location analytics, consumer behavior, shopper insights, mobile surveys, GPS data, retail analytics, CPG market research, shopper marketing, customer intelligence, mobile big data, Thaddeus Fulford-Jones, Drew Volpe, Eric Weiss, Service Management Group, SMG, consumer research, location-based data, in-store analytics, path to purchase, consumer intelligence platform