The document discusses the importance of location data in targeted marketing strategies, highlighting how location history can significantly increase response rates. It emphasizes the need to observe user behavior, segment audiences, and provide relevant and timely messages. Additionally, it addresses user concerns about advertising and the need to offer utility and incentives.

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…on location
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Right person, right place, right time
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Location sources
Country Level Data
Location History
Current Location
Beacons
Back End Systems
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Location history increases
response rates 4-5x
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• Observe user behavior patterns
• Send targeted messages

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User-reported location
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• Catch users at the right time
• Give users control
• Offer utility and incentives

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Fear of advertazing
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• Segment your user group
• Don’t self-promote
• Offer users what they want

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Digital to physical
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Takeaways
• Location is a data set
• Location means a lot of things;
you may already have location data
• Location can provide relevance
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