Marketers Are Uncertain But Embracing Mobile Location Data (Report)
Data quality, vendor differentiation and transparency are the three major challenges for marketers when it comes to mobile.
Personalization and geotargeting have become integral parts of any marketing approach that hopes to connect with potential customers and audiences. Throughout the year, marketers have come to realize this, and they are using location data as a big part of this strategic shift. A study from mobile location analytics firm Factual examines these changes, particularly as they related to mobile.
A big part of the change is related to companies simply becoming more familiar with mobile over time.
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