The survey by Lawless Research and Factual involved 700 US mobile marketers, 536 consumer brands and 164 agencies.
Marketers using location data in marketing campaigns have had favourable results as 89% say that it led to an increase in sales. 86% believe it also helped in customer growth and 84% observed higher customer engagement.
More than 90% of marketers plan to use location data in the future. 67% of respondents are using location data for targeting and 52% are doing so for campaign strategy. However, only 24% are using or planning to use location data for offline measurement or attribution.
For measuring effectiveness of digital advertising, 52% of marketers use website traffic, 50% consider brand awareness and 48% use social media engagement, among other metrics. 62% of marketers now are interested in understanding how data is collected.
[3 minute read]