Quality vs Quantity: Understanding Retailers’ Use of Location Data, in association with LocationSciences

Location is more than just a blue dot on Google Maps. For retailers and brands who know how to leverage it, they can understand more about their audiences, optimise their media spend, and monitor footfall, both for their own customer insight and for competitor conquesting.

However, having location data and understanding the data are two separate things, and retailers looking to make the most of the data available to them face a number of challenges. This report, in association with Location Sciences, identifies what these challenges are and examines what impact they are having on how retailers are using their location data.

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