Location information has become an increasingly valuable asset in order to marketers. Using offline behavior plus movements (like a “ biscuit for the real-world” ), it can recognize audiences, provide operational and aggressive insights and identify which advertisments and channels have driven real store visits and even sales.
But it can also be inaccurate plus, as with programmatic, it’ s usually sold in a kind of black box. Marketing experts are asked to trust that the information are as they’ ve already been represented. Thomas Walle, TOP DOG of location data platform Unacast says, “ The industry represents the information as mostly deterministic and precise. ”
But he admits that the industry is “ overselling the capabilities. ” There’ s a lot of inaccuracy in the location information getting passed by many of the sources. A lot of location data providers will paradoxically represent that they “ throw out” 75 percent of the location indicators they receive — to recommend the integrity of their own data.
Location is captured although GPS, WiFi signals, cell-tower triangulation, beacons and other methods. Advertising IDs are tracked and can be combined to other identifiers, including email, house address and CRM data. However the location data sources have different degrees of accuracy depending on the context plus circumstances of capture. There’ ersus also some fraud in the system too: publishers passing a lat-long obtain more for an impression than a single without.
Walle points out that brands and agencies don’ t fully appreciate or realize that different accuracy levels are required for various use cases:
- Audience building/targeting
- Off-line attribution and store visitation
- Insights/business intelligence
- In-store analytics
More accuracy is required for some of such (attribution) than for others (targeting or even retargeting). By not fully knowing these differences and how to evaluate place data, Walle believes that marketing experts are wasting money.
To help demystify location and press the industry toward greater transparency, Unacast is announcing the “ Clear View Data Promise . ” The company hopes other people in the industry will follow its lead plus adopt similar commitments. The promise includes the following promises:
- We promise that we can never tell you that a device was in 2 places at the same time – and the product will give you the ability to know whenever we did
- We guarantee to provide all of the information needed (ofcourse not just AdID, venue name plus timestamp) within a dataset to evaluate its accuracy and quality with the transparency fields that you select, helping you to become a product expert
- We promise that our platform will usually maintain GDPR compliance standards
- We promise to maintain a good ethical code of conduct within handling all data
- We promise to be up front regarding methodology and provide you with the certification needed to evaluate our data
Much of the data available represented as deterministic is actually probabilistic, and Walle wants marketers to comprehend that more clearly when they purchase. He believes that a range of high quality and confidence indicators — this kind of number of lat-long sources, dwell period and margin of error rating, among others — can help buyers assess the data and use it more appropriately, enhancing outcomes and reducing waste.
The broader digital marketing and advertising industry has been plagued by problems associated with fraud , error-ridden confirming and non-viewed impressions . Walle sees an opportunity to avoid many of those issues if the location-data industry agrees to provide more transparency to buyers. “ We have to get this right and do this particular now, ” he says.
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