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Mobile Location History Could be Key, Says Report

Customers who frequent the same locations at the same time typically have similar purchase preferences, pointing to how marketers can enhance their advertising strategy by tapping the location history of consumers, according to a report from Columbia Business School. In the “Social and Location Effects in Mobile Advertising” report, the research reveals that while targeting based on store distance has resulted in effective advertising in the past, customers’ location history may hold the key to additional invaluable buying preferences and behaviors. This phenomenon, deemed “co-location,” may offer up more valuable data than demographics, and could significan

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