There’s no doubt that the explosive rise in the number of smartphones has changed the world as we know it. The increased number of sensors and connected devices has produced mountains of data. This is being used to transform the way that we live our lives. IoT, location data, location intelligence, big data. Whatever your name […]
Search: “Accuracy”
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There have been issues with data accuracy in mobile targeting in the past. Targeting the right person in the best moment is still the appropriate goal for marketers. But to do this effectively, the data that fuels campaigns must be reliable. If marketers don’t work from reliable data sets then the information is useless, and […]
Let’s get stuck in with a definition. Location-based marketing is the practice of using physical location to inform and optimize advertising, communication, targeting, loyalty and attribution. This sometimes also known as location-based advertising or proximity marketing. At the most basic level, it means creating a one-to-one relationship with the customer. Emphasis is placed on communication in […]
Marketing attribution has always been a tough area for marketers and advertisers. Attribution modelling has undoubtedly provided huge value. However, the ability to measure the effect of channels (or touchpoints) on the customer journey has often been fraught with difficulties. Return on investment has been difficult for a variety of reasons. Understanding the entire customer […]
The big data analytics space is growing at an alarming rate. We’re all increasingly connected through our mobile devices. This growth has provided huge amounts of data around audiences and how they behave. What kind of competitive advantage can we expect to see from this location data going forward? Location data is rising in importance. But there […]
Mobile advertising is growing incredibly fast. Smartphone adoption has never been higher. Accordingly, marketers are adopting a mobile-first approach. As marketers look to target audiences on mobile devices, they will need to adapt to stay effective at targeting the right person, with the right message at the right time. Mobile targeting is set to pass other […]
What is mobile marketing attribution and what does it look like for retail? Attribution is a term that is thrown around quite a lot at the moment in retail marketing. If your business is investing in mobile, then it’s time to understand what it means, and how it can help you. But what does it actually mean? […]
Retail brands can utilise location data in order to optimise their OOH advertising and gain offline attribution based on store visits. What is location data For retailers, it’s important to understand what is going on in and around your store. This kind of retail insight is already available for online adverts. You can tell how many people view […]
