By Lucy Handley

With the explosion in the use of smartphones comes a massive increase in the amount of data being gathered about people, including where they are, what they are downloading, what music they like and so on.

Perhaps most importantly for brands, smartphones can help marketers gain insight into consumers’ behaviour, with the location function allowing them to correlate what people are doing online with how they shop offline.

As Robert Franks, managing director of commerce at O2 says, most of the money spent in the UK goes to physical shops, and if marketers know where people are, and they have the Read full story ›

Source: Marketing Week