The Lowdown on Location Data

There was a time when location wasn’t the marketing tool it is today. Now you need to be digitally savvy to do business in the age of cross-device targeting, personalization and attribution mechanisms. With millions of devices with a wealth of location data and other information, it can be easy for marketers to observe and analyze their customers and markets.
Marketers need accurate location data to run data-based marketing campaigns, especially local ones. We have an overview of what location data is, what it can give you, and why it’s indispensable for a successful marketing campaign.

Location Data and Local Intelligence

Location data is what links information about your customers’ online and offline lives. By using the location data and history available in the data trail customers leave in their online travels, marketers can reach their ideal audiences. With location intelligence, customers reveal the stores they visit; where they live and work; the distance and speed they travel to get to their frequent destinations; what they enjoy doing and buying; their online behavior; and when and why they do the aforementioned. This is important information for local marketing teams; knowing your area’s customers this well gives you a clearer picture of the people you’re selling your product or service to, which leads to better sales performance and consumer engagement.

How You Get This Information

Location data comes from a lot of sources, each with its own strengths and challenges. Data can come from a device’s IP address, GPS coordinates, WiFi signals, any apps used or running in the background, and network beacon data. Personalized, location-based marketing campaigns are made stronger through diverse sources; a combination of any of them can ensure you have actionable information.
IP addresses can reveal where a consumer’s device is, but this information frequently changes. IP addresses rotate, and it can be hard to pinpoint a device’s location, and sometimes, an audience can be in the wrong location or be shown the wrong ad.
GPS data comes from cell towers and WiFi hubs, but won’t necessarily give you constant insight into your audience. Physical barriers can make it tricky to pinpoint devices, and even an indoor environment can degrade a signal. This is especially true in more urban areas.
Apps your customers use or have on their phones can provide data as well, but whether the signals are available can depend on the user’s device settings and activities. Location services, background app refresh, and the length of time an app has been open can affect signals, especially when combined with privacy settings.
Inaccurate location can be a marketing challenge that leads to wasted advertising money and keeps you from truly engaging with your ideal market. When it comes to advertising dollars and decisions, more is better. To get the most out of your digital marketing campaign, you need as many sources of data as possible to capture and verify information. Link trackers can give you more insight into consumer behavior and make your reports accurate.

Lock Down Location Data With Claravine

Location data can help your digital marketing campaign succeed, whether you’re looking locally or thinking of big-picture results. Manually sorting through all your location data can be a time sink, not to mention error-prone. Automating data collection just makes sense, and Claravine can help. Create link trackers that pick up location data and have it sorted into your classification reports for better marketing decisions. Contact Claravine today to learn more.

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