Relevance is everything - Location insights deepen customer engagement

We are in the midst of a fascinating and constantly changing time in the advertising and marketing worlds, with great advancements in technology providing more opportunity for better understanding consumers’ motivations and habits. We have access to more data than ever before, and big data is critical to understanding consumer behavior. The proliferation of mobile devices, for example, has given us a better understanding of consumers. Marketers can now know where consumers are and where they’ve been.

Despite the trove of consumer location data, however, what much of digital advertising and retail marketing lacks is real-world location data, which is data that brings context to consumers’ whereabouts and provides a more in-depth sense of their journeys. It also accurately reflects the physical world, with exact representations of buildings and landscapes. These datasets complete the picture of consumers’ behavior with regard to location, providing clues into why they go where they go and what is in those environments.

At its heart, location data is the bridge between digital and physical worlds. Location helps advertisers contextualize the data they hold for consumers. It gives them a greater understanding of where consumers have been, where they are now, and why those places are important to them.