Azira launches location intelligence product for brands

Azira has launched Estimated Visits Core, a location intelligence product for brands and agencies covering more than 940,000 locations across the US and Canada.

The offering combines mobility and transaction-based data across retail, dining and fitness, spanning more than 4,000 brands in 33 verticals. It is delivered as a secure cloud-based feed designed to integrate with customers' existing analytics and business intelligence systems.

The launch comes as businesses face tighter privacy rules and a more fragmented data environment, making it harder to track consumer behaviour through traditional location signals. Companies in hospitality, quick-service restaurants and retail use visitation data to assess footfall trends, customer behaviour and business performance.

The product is intended to reduce the operational burden on brands and agencies that lack the resources to process large volumes of raw location data. According to Azira, the feed arrives cleansed, fraud-checked and normalised for direct use.

A central feature is its level of venue detail. Azira says the dataset can separate combo stores from standalone outlets and distinguish drive-through visits from in-store traffic, which it argues is important for restaurant and retail groups interpreting site performance.

The release also marks a shift in the company's broader data strategy. Estimated Visits Core is Azira's first product built on what it describes as a hybridised approach, combining location intelligence with transaction data and other emerging signals.

That move reflects a wider challenge in the market for location-based analytics, where traditional identifiers have become less dependable. By diversifying its signal sources, Azira aims to maintain the scale and consistency of the data it sells to marketers and operations teams.

Use cases include competitive analysis, audience development, site selection and campaign activation. Azira is targeting customers that want location data to inform planning, measurement and operational decisions without building their own large-scale data infrastructure.

Data access

Azira describes itself as a consumer insights platform focused on location data. The company operates globally from Pasadena, with offices in Paris, Bangalore and Sydney, and serves sectors including travel, tourism, hospitality, quick-service restaurants and retail.

The estimated visits product is part of a broader effort to make location data usable across the full cycle of research, targeting and measurement. Azira says it wants clients to access the information through the tools they already use rather than separate, bespoke systems.

Gladys Kong, Chief Executive Officer at Azira, outlined that aim in comments released alongside the launch. "Visitation data is only useful if you can trust it to work inside the tools and environment your team already uses," Kong said.

She said the product is also intended to broaden the inputs behind location analysis. "Estimated Visits Core gives teams high-quality, verified insights for competitive analysis, audience development, site selection, and campaign activation, delivered through the platforms they rely on. It's an evolution of the hybridized approach we're building at Azira, where location intelligence is enriched with transaction data and emerging signal sources to give marketing and operations a more complete view of consumer behavior in an evolving data landscape," Kong said.