Quality, Transparency of Location Data Top Concerns for Marketers

Client-side marketers in the US appear to be more worried about location data issues than agency professionals. According to November 2016 research, roughly 40% of marketers are concerned with both data quality and transparency.

Throughout June and July, the Mobile Marketing Association, in partnership with Factual, surveyed 400 client-side marketers and agency professionals in the US about location data.

Some 39% of marketers polled said lack of transparency into data sources and methodologies was an issue, compared to 22% of agency professionals who felt this way. Additionally, more than a third of the marketers mentioned other concerns from quality of data (40%) to no proof of ROI (34%).

Understandably, brand marketers have begun to further scrutinize their location-based marketing in light consumers’ excitement over apps like Pokémon Go and Snapchat.

National brands have been looking more closely at their local-level campaigns, and are investigating how mobile marketing technology tools can create efficiencies. Marketers are particularly interested in exploring mobile push technologies and real-time location data, according to a survey by Street Fight in April.

These findings are part of a trend, confirmed by surveys, that show marketers believe they are falling short when it comes to marketing technology, and plan to increase their spending for these tools in 2017.

Courtesy of eMarketer