Marketers using location data to gauge the effectiveness of their campaigns need to be able to trust their location attribution measurement providers, and that means the location data industry desperately needs more standardization and transparency to inspire that trust.
For that to happen, marketers must call on providers to give them more details about how visits are reported and control how control groups are built. In the past couple of months, I’ve shared tools they can use to do just that.
However, measurement companies are not the only ones holding the reins. Marketers themselves, perhaps unknowingly, already control several important elements of their campaigns which have a direct impact on the location data and, by extension, what it reveals. Yes, as far as location-based attribution is concerned, the media-related decisions marketers make have an inherent effect on the precision and reliability of the numbers in their campaign measurement reports.
[Read the full article on MarTech Today.]
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Gladys Kong, CEO of UberMedia, is an expert in mobile technology and data solutions. Gladys is dedicated to innovating and developing new ideas within technology startups. Since joining UberMedia as Chief Technology Officer (CTO) in 2012, Gladys has been responsible for taking UberMedia from social media app development company to a leading mobile advertising technology company and recruiting one of the best data science teams dedicated to consistently producing data solutions that anticipate and respond to today’s diverse marketplace. Gladys’s tenure in technology is extensive: She was CEO and co-founder at GO Interactive, a social gaming firm. Prior to that she was VP of Engineering at Snap.com, and VP of R&D at Idealab, where she helped create numerous companies, including Evolution Robotics, Picasa, X1Technologies, and many more.
This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Gladys Kong
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