Gabey Goh
Aug 23, 2016

Finding audiences: Not all location data are created equal

Location has levels of precision, and much of the data out there may not be up to marketers' expectations.

SINGAPORE - Location data are a key tool in marketing’s current quest to find consumers and the context they inhabit at any particular moment.

But while brands around the world are navigating their way with location data, the fact remains that not all data is good, Andrew Darling, director of communications with Blis, told Campaign Asia-Pacific.

Darling said that one of the biggest problems with location is achieving accuracy at...

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