Location data is finding use in a growing number of applications ranging from optimizing supply chain operations to cutting travel times for field personnel. But many companies still struggle to take advantage of their information because of the technical challenges involved, a barrier that Radar Inc. wants to remove.

The New York-based startup exited stealth today with a cloud-based platform for processing location data. The service removes the need to set up an analytics environment from scratch by providing a set of ready-made building blocks that, according to Radar, dramatically reduce the amount of custom code needed for the effort. One of the areas where Radar promises to save the most hassle is data aggregation.

Its platform includes a location tracking engine that provides “building-level accuracy” and can be embedded into a mobile app with just a few minutes’ work. After it’s deployed, the tool synchronizes data from the device on which it’s installed to a backend dashboard that displays user activity in a centralized map. Radar also shows the precise coordinates of every handset, the last time the information was updated and other metrics designed to help companies see the full picture.

Customers have several ways of putting this data to use. They can import the information to a third-party analytics or marketing system for processing, or act on it directly from the dashboard using Radar’s geofencing capability.

The platform provides the ability to break up a map into segments and carry out certain actions when a user enters one of the highlighted zones. Retailers, for instance, could employ the feature to send shoppers targeted adverts when they come near its stores, while a delivery company might set up a geofence to track its own employees. Carpooling startup Via Inc. is employing the service to power its mobile app.

Radar plans to try to attract more customers and foster new use cases for its platform. The firm has raised $500,000 in seed funding from Expa Labs, the startup accelerator run by Uber Technologies Inc. co-founder Garrett Camp, to fuel its efforts.

Image courtesy of Radar