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Founder and CEO, Freckle IoT
Access to location data opens up many doors for marketers, but according to Neil Sweeney, founder and CEO of location-based attribution firm Freckle IoT, it’s a mistake to blindly use this data to attribute in-store actions. Sweeney spoke with eMarketer’s Lauren Fisher about what marketers need to watch out for when using location data and discusses how to clean up the messy data landscape.
eMarketer: There is a push for marketers to tie digital actions to in-store activity. What are the trends in this area?
Neil Sweeney: Improving attribution is the No. 1 topic at almost every brand, agency and trading desk. That in itself is something, because these three entities are not always aligned in what their core goals are.
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