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Location data 101: A primer for marketers

August 19, 2019 / Taylor Peterson

In our hyper-connected digital world, an omnichannel marketing approach helps brands bridge the gap between online and offline consumer behavior. But driving an effective multi-touchpoint strategy has its unique challenges – and oftentimes, our strategies are only as effective as what we know about our customers. In particular, customer location data has emerged over the last decade as a wealth of information for marketers, providing a digital footprint of where customers are spending time and how they interact with brands – both online and offline. From offline attribution to geo-targeting, location data can help marketers understand the bigger picture of the customer journey. But while location-based marketing can be a powerful strategy for marketers, it can also be a bit of a black box. Here we dive into what location-based marketing is, how it works and what marketers need to consider, from privacy to targeting, to make it consumer-friendly and effective.