Believe the Hype: The Pragmatic Value of Location-Based Analytics, Audiences, and Attribution

After 25 years of framing technologies by level of maturity and adoption, the Gartner Hype Cycle has finally placed location intelligence for marketing where it belongs — in the trough of disillusionment. Sounds like a lousy place to be, but it’s actually the opposite. Why? The trough of disillusionment is the stage right before the slope of enlightenment. Let me back up and explain.