Study: 82% of marketers plan to boost use of location data

Brief: A majority of marketers (82%) plan to boost their use of location data over the next two years to seek greater insights into how consumers interact with businesses, according to a study conducted by 451 Research and commissioned by Cuebiq, who shared the results with Mobile Marketer. Three out of four (72%) respondents said knowing how customers spend time in the real world would be useful in planning marketing campaigns, while 65% said mapping the offline journey toward a purchase decision helps to understand customer behavior and brand affinity. About half (43%) of respondents want to use location data to send promotions to customers when they enter a specific geofence. The greatest challenge for marketers when it comes to location data is the lack of ability to measure success across channels, along with few financial resources and not have the technology to properly collect and analyze the data. The study was conducted in April among 150 North American marketers in the automotive, retail, quick-service restaurant and banking industries. Insight: The study suggests that while many marketers understand the promise of location data, figuring out how to efficiently gather and use this information is still difficult. Many marketers feel […]

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