By Ayesha Salim

Location data provides marketers with ample opportunities to target consumers more effectively. But according to Forrester’s latest findings, 34% of US marketers find inaccurate location data challenging, while 33% struggle with understanding how to use location to deliver relevant messaging. So what is causing these roadblocks and what can marketers do to maximise location data’s capabilities?

Panelists Dan Read, head of platform solutions at TabMo, Nigel Fung, UK industry manager at Google Waze, and Ed Keohane, director of audio at Bauer Media, attempted to answer these questions at The Drum’s location-based marketing breakfast event last month.

While the Read full story ›

Source: The Drum