Leveraging Location Data
Produced by the MMA NA Location Committee Audience Working Group, this white paper shares how major brands are using location data for more effective audience targeting. Titled, "Using Location for Audience Targeting", the paper reveals how user location and place data is evolving from a tool used primarily for "in the moment' targeting, to an essential component in the creation of accurate audience segments. Please read the full press release here.
Location data is helpful in building more dynamic audiences because it takes into account the powerful context of where a user has been and where they're likely to return. It's particularly effective when paired with app, household, purchase and publisher data, creating a comprehensive picture of a specific audience.
The paper also details how brands like Goodwill®, Pinkberry and Quiznos have all successfully used location data to enhance audience segments and achieve impressive results using various campaign tactics.