Article

Mark Slade
Mark Slade 16 July 2019

How to Question the Quality of Location Data

Brand managers may be shocked to learn that they could save up to 80% on their location-based targeting spend by removing inaccurate and poor-quality data. Despite the explosion of mobile marketing, the potential for fraud has been overlooked, and bad actors in the industry have taken advantage. 

With such huge potential savings to be made, and significant improvements in return on investments from ad spend, it may seem strange that issues have yet to be addressed. This all comes back to location data being relatively new, and therefore there is an expected lack of technical understanding among brand managers. This makes it difficult for them to interrogate campaign results. ​

The answers to a few key questions could help brand managers and agency partners to vet the quality of the data they are purchasing and put them back in control of the situation. Here are five questions to lead the conversation: ​

Am I getting GPS or IP data? 

You need to be very clear with your supplier to ascertain whether they are providing data using GPS or using proxy such as IP as an estimation of location. There is an alarming amount of non-GPS accurate location signals being used in the industry.  

What tools do you have in place to verify that your location-targeted ad campaigns are reaching the right people? 

Brands and agencies should be able to delve further into information on the metrics, tools, and vendors being used to measure the accuracy of your location-based ad campaigns. There are now tools available that can show where ads are landing and provide this type of detail. ​

What reporting do you receive? Does this come from the location data provider that handled campaign delivery, or is it from a third party? 

No one should be allowed to mark their own homework. So, if your only reporting comes from the company the data is bought from, you are at great risk of receiving biased analytics. Self-reported information is not good enough. Always demand third-party measurement to verify and grade location-based advertising.  

Does the reporting include levels of quality and accuracy? 

Reporting on data sources is all well and good, but brands should also expect granular reporting on accuracy and quality. Location data needs to be spot-on to be effective, so don’t overlook these important aspects of measurement as it can have a significant impact on the performance of your campaign

Is the location data reporting front and centre, or is it a second thought?  

If you’re investing in location-based advertising, it’s important to use a specialist location verification platform instead of having it as an add-on to a viewability report. The latter doesn’t provide the data needed to fully assess your campaign.   

The best way to put a stop to location ad-fraud is to demonstrate that it is a high priority. Asking the right questions will start an educated discussion about location data buying. This will set expectations and drive a meaningful industry change.  

Emblix solutions
Emblix solutions

Today, Emblix as one of the best and top most service-oriented Digital Marketing Agency in Hyderabad and India , Which provides high-quality result-oriented Digital Services ranging from SEO to Web Design,Social Media Marketing and more, to a broad spectrum of clients from diverse industry segments. Through a well-oiled combination of Quality Solutions, Transparent Pricing, helping brands connect with customers, Flexible Delivery & Contract Model with a firm commitment to deliver on time and to budget, Emblix has successfully built a strong relationship with clients based on mutual trust and respect. Further, Emblix’s extensive market experience and expertise in Digital Marketing helps clients in successfully managing data as a strategic asset.
https://www.emblixsolutions.com

Emblix solutions
Emblix solutions

it's nice post Today, Emblix as one of the best and top most service-oriented Digital Marketing Agency in Hyderabad and India , Which provides high-quality result-oriented Digital Services ranging from SEO to Web Design,Social Media Marketing and more, to a broad spectrum of clients from diverse industry segments. Through a well-oiled combination of Quality Solutions, Transparent Pricing, helping brands connect with customers, Flexible Delivery & Contract Model with a firm commitment to deliver on time and to budget, Emblix has successfully built a strong relationship with clients based on mutual trust and respect. Further, Emblix’s extensive market experience and expertise in Digital Marketing helps clients in successfully managing data as a strategic asset.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
10 Digital Marketing Trends for 2019 you Should Know

10 Digital Marketing Trends for 2019 you Should Know

As digital trends evolve every year, marketers should always be aware of the changes in order to easily adapt with emerging technologies and stay ahead in the market. This will help them gain a competitive edge and...

Georges Fallah
Georges Fallah 27 December 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 Skills to Become a Rockstar in Digital Marketing

Top 10 Skills to Become a Rockstar in Digital Marketing

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. 

Jessica Andriani
Jessica Andriani 7 September 2018
Read more