February 21, 2018 – MarTech Today – In the world of mobile location data, there’s an acute need for more robust education and understanding of what’s behind the information that marketers receive in measurement and attribution reports. Only by arming marketers with this knowledge will the location data measurement space achieve the high data quality standards and full transparency we as an industry need today.
Truth is, when it comes to measuring the performance of marketing and advertising efforts using mobile location data, most marketers don’t know what type of data or methodology lies beneath their reports.
For those who are ready to carefully vet their location data measurement providers, to open the hood, so to speak, there are five key areas they should address with vendors or include in RFPs, including specific questions they should ask.
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