DATA QUALITY IS A TOP CONCERN
Despite ongoing growth in location data usage, marketers question the quality of location data. In fact, the MMA reports that data quality and transparency are marketers' top concerns about mobile location data.
Smart marketers have good reason to be concerned...
DATA QUALITY VARIES
The effectiveness of location based marketing initiatives is directly correlated with the quality of the underlying location data.
Location Data may appear straightforward on first blush: two numbers – longitude and latitude – combine as a coordinate to identify an unambiguous point on the earth’s surface: X marks the spot, unequivocally. But nothing could be further from the truth...
Location data quality varies significantly depending on the source.
There are 2 key data ingredients for location targeting: User Location Data and Places Data. Both can prove problematic...
Read on to learn more.
→ Factual has developed proprietary data assets and technologies to tackle these challenges. Click here to learn how Factual ensures quality.