What you will learn in this article

How to create locations in HEROW, either manually or automatically through .csv import or zone API) and why should you categorize ALL your locations (and how to do it well the first time).


The HEROW platform and SDK are centered around the location. To best exploit all the capabilities of the platform, one should carefully create and organize all its locations.

Bear in mind that organizing your locations will help you:

  • Extract foot traffic metrics on each (set of) location(s);

  • Create segments of preference among your users (by analyzing recurrence patterns in your population);

  • Drive engagement campaigns;

  • Power your external platforms with real-time location data and real-world segments.

Multiple sets of geofences registered on a HEROW account

List all locations that have a business interest

In order to start populating your HEROW account, you should first start listing down all key contexts which relate to your app’s business model.

These locations can be:

  • App-specific locations such as stores, franchisee, partners that are directly linked to your revenue streams;

  • Contextual locations such as transport hubs (airports, train & metro stations, cafés, restaurants, theaters...etc) that have an interest to understand how and when your users use your app;

  • Competition, where your users might go if not using your service (from direct competitors to substitutes to your service).

These 3 main types of places can help you draw a first layer of categorization.

Then, depending on your expected outcomes, you can add up to 3 more tags for each place to draw the second layer of categorization.

  • Brands: if you wish to analyze each brand/chain/franchise individually

  • Commerce Types (example: restaurant vs cinemas): if you’d like to analyze the type of business with the most interest.

  • Location clusters: if you wish to have a cluster-based approach (e.g, I want to analyze the locations in Astoria, Queens vs Bushwick, Brooklyn).

& many more depending on the business model of your app and the use cases you wish to deploy!

Don’t hesitate to reach out to our Customer Success Team to work on defining all locations that can have an impact on your business and how to organize these.

How to create my locations

Once your key locations listed, the HEROW platform offers you 3 different ways to import places. Essentially, the volume of places and the frequency of refresh are decisive to select the method to use.

Manually (small volume, low refresh) - More information here

HEROW zone import module to upload csv files (sample available)

CSV import (large volumes, low refresh) - More information here

Zone API to create a zone in HEROW directly from your backend

Zone API (large volume, high refresh): establish a direct link between your backend and HEROW to add a location each time a new partner/store is added on your end. More information on how to use this API in our documentation.

How to organize my Location to draw insightful information

Find here an article detailing precisely all the steps to tag your locations.

Be mindful to apply the method explained above to differentiate the key types (first layer of categorization) of places and couple this with the second layer of categorization (location, type, and geography).

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