Marketers Face Challenges in Working with Location Data - eMarketer

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Marketers Face Challenges in Working with Location Data

There seems to be no shortage of obstacles

July 19, 2017

Location data can help marketers better reach their target audience. But according to new data from Forrester Consulting, commissioned by location-based mobile marketing platform Verve, many say they don’t have a good understanding of how to best leverage it.

Case in point, a third of digital marketers in North America polled in March 2017 said that understanding how to use location to deliver relevant mobile ads was one of the leading challenges their organization faced.

Inaccurate location data was another key challenge mentioned by almost as many respondents. And the list goes on.

Leading Challenges of Using Location Data in Mobile Ads According to Digital Marketers in North America, March 2017 (% of respondents)

Many marketers also felt there was a lack of clarity on what third-party vendors for location data are out there, and some found it difficult to combine mobile location with other customer data.

Over a quarter of respondents said there was a lack of transparency in location data collection, and another 25% said there wasn’t enough clarity on the sources of collected location data.

In total, just 6% of digital marketers surveyed said they faced no significant challenges when it came to using location data to inform mobile advertising.

But these challenges and concerns about location data are nothing new. Quality and transparency of location data have been top concerns for marketers for some time now.

July 2016 data from the Mobile Marketing Association, in partnership with data platform Factual, found that client-side marketers and agency professionals in the US were worried about location data issues—though client-side marketers tended to be more concerned.

Many concerns cited in that study were similar to those addressed in the Forrester Consulting/Verve research, including lack of understandable differentiation among providers and lack of scale.

Rimma Kats


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