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»location-based analytics

Are Advertisers Getting Smart About Location Intelligence?

There’s an opportunity around location that extends beyond targeting consumers with ads for mayonnaise or corn flakes when they’re walking down an aisle in a grocery store. “The location data opportunity is still unfolding,” said Tracey Scheppach, EVP of precision video at Publicis Groupe’s Starcom MediaVest. “As agencies start to get smart about things like... Continue reading »

by Allison Schiff // April 1st, 2016 //
»
Granular Location Data Provides Opportunity, But Are Marketers Ready To Take Advantage?

Location-based technology has come a long way from geofences. As mobile usage grows, location data has become more granular, providing marketers with greater opportunities to fine-tune their messages—but it has also created more complications. Apple, for example, switched on its iBeacon technology on Friday to send customers’ tailored messages depending on their exact location in... Continue reading »

by Judith Aquino // December 6th, 2013 //
»
 

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