Marketing Tool

LOCATION ACCURACY: THE SECRET WEAPON EVERY MARKETER SHOULD BE FOCUSED ON

According to a Forrester survey, 34% of marketers say inaccurate location data is a key marketing challenge.* Although the ad tech landscape is filled with many providers and platforms that claim to provide accurate location data, don’t be so sure… until you’ve probed further. What separates great partners from good ones? This white paper will help you distinguish and determine whether to keep your provider or switch. You’ll learn about challenges, as well as key differences:

  • Data source issues (IP addresses, GPS coordinates, Wi-Fi signals, and app and beacon data)
  • Synthesizing large amounts of data from diversified sources
  • Filtering out fraudulent signals
  • Contextualizing location data to understand a consumer’s movement through the real world
  • Marketing technology required to convert billions of signals into meaningful engagement
  • * Forrester Consulting, “Pursuing the Mobile Moment,” commissioned by Verve June 27, 2017