IDG Contributor Network: Marketers deserve mobile location data transparency, not smoke and mirrors

Today’s savvy marketers are investing more and more in mobile location data. They are working with providers of data and insights, campaign measurement services and ad attribution reports to understand where consumers travel along the consumer journey and how advertising affects consumer interactions with bricks-and-mortar businesses. They’re becoming increasingly reliant on insights gleaned from mobile location data to measure marketing ROI and even decide where to build new busine