Although real-time targeting based on someone's location is still important, in many ways, it's becoming secondary to using location data for insights into audiences, consumer journeys and offline shopping behavior.
In fact, more than 70% of marketers in North America in a 451 Research survey believe that "knowing how customers spend time in the real world is useful in planning marketing campaigns."
Curated by eMarketer, this Roundup of articles, insights and interviews will help you make sense of the latest trends in location intelligence. Download this complimentary Location Intelligence Roundup 2019 to learn:
Why marketers are looking to location data to plan their efforts
Seven ways to tame location data
Insights from Waze and GasBuddy on location-based advertising