Marketing ROI and location data

This report explores the current and emerging practices in leveraging mobile location data for marketing attribution and ROI.
  • Mobile advertising enjoyed a 123% CAGR in revenue between 2010 and 2013; this growth means marketers require refined measurement solutions to help them understand and optimise mobile adspend.
  • Mobile location data can be utilised to understand campaign effectiveness and attribution – although the quality of the insights will rely on the quality of the data.
  • The money spent on mobile ad campaigns using mobile location data for targeting has already grown from $1.2bn in 2012 to an estimated $3.9bn in 2014.
  • Location data will be critical going forward in helping marketers understand people, places and users' digital...

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