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RESEARCH, ANALYSIS & TRENDS

• 53% of marketers directly target competitor stores • 49% pointed to a lack of scale
through geo-conquesting
• 45% believed there was a lack of transparency into
• 51% win over shoppers with geofencing location data sources and methodologies
• 48% chart the correlation between store traffic and “When deciding to incorporate real-world intelligence as
sales a key part of an omnichannel strategy, it is important
that brands choose a partner who is scrupulous with its
• 43% track return on advertising spend (ROAS) data sources. Being transparent with the veracity of the
data, scrubbing it for inaccuracies and ensuring it
• 42% target shoppers based on online and offline complies with GDPR helps build certainty that the
behavior data insights gleaned can be trusted,” says Isbister.
“Understanding real, human behavior by analyzing
• 38% gain insight into store location performance mobile location data gives brands the truth about what
people actually do. And it is this real-world intelligence
• 35% use location data to close the online to offline that delivers real consumer engagement and a
attribution gap measurable sales uplift.”

Location-based marketing spend is growing Using location data to close the attribution gap

Marketers are spending more of their annual digital Another practical use of location-data is to help
marketing budgets on paid location-data based marketers measure relevance and attribution. 55% of
advertising: the marketers surveyed shared that they are doing this
already, using it for out of home buys (67%) and TV
• 31% of marketers spent between $10,000 and adverts (63%). Finally, 58% of the 150 marketers
$50,000 mentioned their preference for using a first-touch
attribution model and 42% opted for last-touch.
• 21% spent between $50,000 and $100,000, and
A quick note on location-based data in travel
• 11% spent above $100,000
The traveler journey can be broken down into five
Of those spending more than $100,000 on location- phases: being inspired to go travelling, searching for
based marketing, only website development (19%) and providers, make a booking, the travel experience itself
email marketing (15%) received greater investment. and sharing reviews and travel stories upon return.
Travel marketers thought that the inspiration and
Addressing the knowledge-gap booking phases are the two most important
opportunities for location-based marketing to deliver
The survey also reveals that there are still areas where personalized adverts and messaging.
marketers are unsure how best to utilize and measure
the effectiveness of location data in their campaigns: The full report can be downloaded: Real-world
intelligence: mapping human behavior to effective
• 57% of respondents said that the difficulty evidencing mobile marketing (Source: Blis) ◊
ROI was their main challenge
By MediaBUZZ
• 51% cited a lack of established standards, metrics
and guidelines

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