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#MobileStrat…on location

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Right person, right place, right time

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Location sources

Country Level Data

Location History

Current Location

Beacons

Back End Systems

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Location history increases response rates 4-5x

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• Observe user behavior patterns• Send targeted messages

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User-reported location

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• Catch users at the right time• Give users control• Offer utility and incentives

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Fear of advertazing

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• Segment your user group• Don’t self-promote• Offer users what they want

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Digital to physical

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Takeaways• Location is a data set• Location means a lot of things; you may already have location data

• Location can provide relevance

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