Hitting The Spot with Location Data

December 30, 2017 – MarTech Series – A Cheatsheet of What MarTech Industry Experts Had To Say About Using Location Data To Better Serve Your Customer Base
‘Location Data Is Tying Digital Spend To Offline’
Gladys KongGladys Kong – CEO, UberMedia: Despite the rise of e-commerce, the majority of real-world business outcomes still occur in offline environments beyond the reach of digital attribution models. Mobile location data is closing that gap.
In the last few years, UberMedia has released multiple innovations linking business efforts and results to actual location visits from consumers. These products include Location Visit Optimization (LVO), a system that dramatically boosts relevance and performance of mobile ad campaigns based on real-world location visits; Location Return on Investment (L-ROI), a first-of-its-kind key performance indicator measuring and optimizing mobile media against offline store visits; Cross Media Location Visit Rate (xLVR), enabling marketers to understand their incremental foot traffic lift and market share gains and losses across all media investments; and Optimal GeoSpace, a patent-pending mobile location technology that dynamically renders a customized virtual fence around individual retail shopping areas, enabling retail marketers to fully capitalize on the actual footprint of a customer to their location (or a competitor’s location).
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