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2 reasons location targeting should excite you

2 reasons location targeting should excite you Sacha Xavier

Location-based marketing is a misleading term. Yes, we can still pop up a Starbucks coupon when someone is near a store (the age-old example). But in the current marketplace, location is used not only for real-time incentives, but as a way to identify and harness intent. Experience and context is much more nuanced than geo-tracking alone. And the data is getting impressive. For example, it's sometimes possible to track the path between a web search and an in-store purchase. iMedia's Bethany Simpson spoke with [email protected] partner Sacha Xavier.




Conversation highlights
0:00 — Tracking behavior after a web search
0:54 — Companies are going to start integrating location-based marketing into everything they do
1:27 — Opportunities like direct response and performance tracking
1:45 — An increased adoption rate with consumers
2:18 — CPG incentives
Run time is 2:53


Prior to [email protected], Sacha Xavier served as Group Media Director for AA|RF, working on accounts such as Verizon, Astra Zeneca, Polo Ralph Lauren and Starwood Hotels.

Sacha Xavier, Group Media Director, joined AA|RF’s media practice in 2002, working on accounts such as Verizon, Astra Zeneca, Polo Ralph Lauren and Starwood Hotels. Most recently, Sacha has been the organization’s East Coast lead in Emerging Media.

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