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By Ayesha Salim | Content Lead

August 9, 2017 | 3 min read

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.

Location data has been around for a long time, but are marketers and advertisers utilising it to its full potential? In the first episode of a brand new series exploring how a consumer’s real-world behaviours can be used to target them more effectively, Ian James, general manager international at Verve explains why the opportunity is ripe for location-based advertising.

By understanding where a consumer’s mobile device has been, marketers can build up a much deeper and richer understanding of who that consumer is, explains James. But he says it is crucial to start with first-party data – which he describes as embedding a small piece of code or SDK into the device to see where it moves over time.

As he explains in the video: “All of this is pointless if you don’t start with the right data. If I can be sure of where you have been, then there are lots of other data sources that can be used to enable advertisers to build a much deeper understanding of who the consumer really is.”

Using location data is a big challenge for marketers. According to Forrester’s research of digital marketers in North America, commissioned by Verve, 34% have a problem with inaccurate location data, while 33% struggle with understanding how to use location to deliver relevant messaging.

The new series follows the success of The Drum’s Everything You Need to Know video series on content marketing, programmatic, and data and customer experience.

It has been developed by The Drum to give agency executives and marketers an easy introduction to the latest technologies and insights in the industry. Filmed in the back of a London taxi, each episode in the five-part video series gets marketers up to speed on location data in a few minutes while they are on their way to work or a meeting.

Future episodes in the series will tackle the differences between exchange data and SDK data, bridging the digital and offline worlds, and the future of location-based advertising.

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Catch up on all the previous series here.

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Other episodes in the series

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 3

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.

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.

Content created with:

Verve

Verve, the leading location-based mobile platform globally, provides advertisers and publishers alike with a full end-to-end service and solution, providing true 1st party mobile location data to expand the potential of their digital media.

Find out more

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