Location sciences25 Apr 2018 10:53
FOREWORD BY LOCATION SCIENCES
At Location Sciences, we believe that location data is one of the most interesting, powerful and unique attributes of
the mobile opportunity. According to the February 2018 CMO Survey, it is the reason why CMO�s plan to increase their
mobile ad spend by 127% in 2018.
Retailers have a fundamental opportunity with location data. It enables them to build location-informed audiences,
target consumers with the right message, at the right location, at the right time, and to measure the effectiveness of
their advertising at driving consumers in store.
Yet we are acutely aware that not all location data is created equal.
As independent, media-agnostic location intelligence specialists, we were keen to understand more about the
expectations and understanding of the current location market from retailers. We therefore agreed to partner with
RetailTechNews, to take a deep dive into both how location data is being used today and the objectives and plans for
this data in the future.
It is clear from this report that we are at an inflection point. The majority of retailers are now used to using location
data as part of their advertising campaigns. The opportunity has been eagerly embraced. However we are now seeing
the more sophisticated buyers ask serious questions about the source, accuracy and precision of the location data
insight they are being provided.
As the location-based advertising market matures, standards and benchmarks for accuracy are going to be required.
In doing so, retailers will be given the confidence to maintain their existing location strategies, whilst increasing their
investment in newer forms of location analytics, to understand their consumers and those of their competitors.
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