Location Data 2.0

Mobile marketers have improved the ways to use location data. In the early days, it was all about using the data immediately, typically hitting consumers with a message when they were near a storefront or particular grocery aisle. Location data 2.0 uses sophisticated data mining and data interpretation skills to go beyond geo-fencing or geo-conquesting. These location-driven tactics help marketers learn more about their consumers, like where they like to shop and workout, to create targeted campaigns. While the technology has been available for several years, marketers’ skills on how to use the data are sharpening and organizations are more ready than ever to act on these insights. (AdAge, 3.2.17)