Measuring Offline Consumer Behavior Understanding the Foundation of Location Measurement and Analytics
The rise of location analytics signals a new era in the measurement of offline consumer behavior. According to ABI Research, the location analytics market is expected to reach $9 billion by 2016 as location insights become a valuable and indispensable component of growth strategies for marketers, advertisers and publishers across a wide range of industries. Understanding the foundation of location analytics will be critically important for any company looking to utilize this emerging technology to better understand and leverage consumer behavior.
But location measurement is significantly more complex than finding a single latitude and longitude point. In fact, assigning the closest place to a latitude and longitude point results in an incorrect match of place to location in more than 90 percent of cases – just one of the challenges that Placed has identified and resolved in its methodology.
This report addresses the challenges and opportunities of location measurement, highlighting key takeaways that will be important for businesses that seek to understand the emergence of location analytics, the science that supports it, and how to utilize location-based consumer insights to drive strategic growth.
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