Location as a data asset Presentation given by Helen Maxfield from AIMIA Location Based Marketing Association - Retail Loco LOCATION IS A CRITICAL NEW DATA ASSET Powering two key opportunities for customers and businesses COMMUNICATION: As a vehicle for delivering personalized, contextually driven communications INSIGHT: Granular understanding of customer behavior + In-the-moment targeted surveys DRIVING RELEVANT INTERACTIONS ALONG THE CUSTOMER JOURNEY: Geo-location data & Micro-location data Customer Home Work Other Location Competitor Store At Store “We trigger messages ...

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Deep Changes Trends in Local Marketing Presentation given by Colby Atwood Location Based Marketing Association - Retail Loco Borrell Associates Inc. Local Marketing Spending • Advertising • Promotions • Digital Marketing Services • 100 Business Categories • 71 Marketing Channels (National & Local) • 11 Years • 3,141 Counties Other Services • Strategic Consulting • Industry Papers • Presentations • Media Company Surveys • Advertiser Surveys Advertising     •Cable •Cinema •Direct Mail •Directories •Newspaper •OOH •Other Print •Radio •TV •Telemarketing •Online •Targeted Display •ROS •Email •Paid Search •Audio/Video ...

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