The source is everything: how marketers can distinguish between good and bad location data
According to research by Forrester and Verve, a quarter of marketers said there is not enough clarity on the sources of collected location data. In the third episode of Everything You Need to Know (EYNTK) about location-based advertising, Verve’s general manager international, Ian James explains the best way to derive location data.
With brand safety at the forefront of marketer’s minds, deriving high quality data from accurate sources has become paramount for marketers – to be sure their ads are being seen in brand-safe environments. Traditionally marketers have tended to use the exchange-based approach to get location data. In the video James explains why this approach can sometimes be problematic.
“80-90% of location data is perceived to be inaccurate. This inaccuracy is due to the data being derived from multiple sources and bots, combined with missing information that determines the precision of that data," he explains.
Watch the full video above to learn about a better solution: deriving data directly from the device by embedding a small piece of code into an app that sits on the consumer’s device.
Catch up on the previous episode here, as James explains the difference between accurate and precise location data.
Next week’s episode will examine how to bridge the digital and offline worlds. Sign up to our newsletter to ensure you do not miss the next episode in the series.
Other episodes in the series
Episode 1
Marketers need to upgrade how they derive location data: Everything You Need to Know series returns
The Drum’s Everything You Need to Know (EYNTK) series is back, discussing the opportunity behind location-based advertising, in partnership with location-based marketing platform Verve.
Episode 2
Accurate versus precise location data: why marketers need both to create smarter consumer segments
Location data needs to be both accurate and precise for it to be effective. But most marketers cannot tell the difference between the two. In the second episode of Everything You Need to Know (EYNTK) about location-based advertising, Ian James, general manager international at Verve explains how to bring them together.
Episode 4
How location data can bridge the digital and offline gap
A big challenge faced by marketers is bridging the customer experience across physical stores and digital channels. In the penultimate episode of Everything You Need to Know (EYNTK) – About Location-Based Advertising, Verve’s general manager international, Ian James explains how location data can help minimise this gap.
Episode 5
Mind the gap: How location data bridges the digital and offline customer experience
Tracking customers across digital and offline channels is a huge challenge for marketers. Especially when the customer journey continues to be rather complex since, first, the advent and rise of digital shopping and buying, and, more recently, the same phenomenon on mobile devices, while trying to unite disparate data sets to provide a single customer view across channels.
Episode 6
Joining the dots around the consumer: The future of mobile location data
In the last few months, The Drum has been on a journey with Verve in the back of a London cab exploring the ins and outs of location data. In the final episode of Everything You Need to Know (EYNTK) About Location-Based Advertising, Ian James, general manager international at Verve, explores the future of mobile location data intelligence.
Episode 7
The future of location data: how will brands adapt to consumer expectations?
If location data lies at the heart of personalised experiences, how can brands use data to join the dots around the consumer? In the final installment of a five-part series from The Drum and Verve on Everything You Need to Know (EYNTK) About Location-Based Advertising, we explore the future of mobile location data intelligence.