Accurate versus precise location data: why marketers need both to create smarter consumer segments

Location data needs to be both accurate and precise for it to be effective. But most marketers cannot tell the difference between the two. In the second episode of Everything You Need to Know (EYNTK) about location-based advertising, Ian James, general manager international at Verve explains how to bring them together.
Consumers carry their mobile devices with them everywhere. This provides marketers ample opportunities to target them with personalised messaging across different phases of the da