Attribution is improving – and becoming necessary Attribution is another area where location data makes a difference. Accurate attribution has long been sought by clients and marketers to justify the work done and demonstrate the return on investment. Brandify's Allyson Carper said online-offline attribution is the industry's path to success. The improved location data available today makes it much easier to track store visits. Although attribution is usually a comparison of regular traffic with post-exposure traffic to a location after a specific campaign,
the volume of data makes these comparisons much more accurate and meaningful. More detailed data, such as the profile building described in the consumer jewelry retouching service journey above, also allows for deeper analysis of who the most responsive audience is. For example, in a campaign for a fast food restaurant, it was assumed that consumers who frequented fast food restaurants were the best target audience. Ninth Decimal's attribution analysis revealed that passionate DIY consumers, movie buffs and vacationers were better targets.
This information helps to refine and better target future campaigns. 5. Privacy Laws: The Threat to Local Marketing While there was no scheduled discussion at LSA17 about the impact privacy laws might have on location-based marketing, the question was raised – and rightly so. All of the benefits and increased ROI of using location data could collapse if overly restrictive regulations on the collection, distribution and use of location data are adopted. The problem is twofold. First, location data is classified under the