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Gladys Kong

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Why your media decisions matter for campaign location attribution

Marketers using location data to gauge the effectiveness of their campaigns need to be able to trust their location attribution measurement providers, and that means the location data industry desperately needs more standardization and transparency to inspire that trust. For that to happen,…

If you use mobile location data, it’s time for a mid-course correction

A loaf of bread cost somewhere around 12 cents back in 1950. No, this isn’t a lesson in economics — not exactly — but bear with me. When we compare that 12 cents to today’s average cost of around $2.50, we don’t make the mistake of thinking that bread was worth any less back then. Rather, we…

Marketers must get geeky about campaign lift and control groups. Here’s why

Marketers, do you use mobile advertising to target specific audiences? Sure you do. And when you target specific audiences with mobile advertising, do you care about measuring campaign lift? I’m sure a lot of marketers are probably thinking, “Of course I do!” So, why do I ask these questions if the…

Using data responsibly doesn’t have to weaken marketing strategies

Data privacy is, as it should be, high on the minds of tech companies and the public at large. Unfortunately, much of the discussion of late has centered around controversies originating with the misuse or fraudulent nature of some data sources. But we shouldn’t let this cloud our collective…

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