Lucas Dickey | Street Fight

Significantly Insignificant: The ‘Absurd Precision’ of Location Marketing

Lucas Dickey

Significantly Insignificant: The ‘Absurd Precision’ of Location Marketing

The industry has evolved from targeting zip codes, to neighborhoods, to 100-meter tiles, and now we see claims of targeting within four feet of a mobile user. Ever-increasing degrees of precision are appealing to marketers — but mobile campaign managers should further explore the realities (and complexities) of location data…