When it comes to running accurate mobile campaigns or making business decisions based on location data, do you know how accurate your data actually is? Many marketers may not know that there’s a complex relationship between multiple variables that affect location data accuracy, such as Wi-Fi or GPS signal, environmental factors and personal app use.
The implication for marketers? Location variance due to these effects could be the difference between knowing whether your audience is in-store, or if they were at a competitor’s three blocks away.
Our new guide, “Mastering Location Data Accuracy,” explains the factors affecting location accuracy along with actionable takeaways to help marketers use location to fuel sophisticated marketing decisions. You’ll also find an overview of location data and supporting case studies inside.
Here are a few interesting facts from the guide about mobile location data:
1. The average accuracy of location data is 93 feet
An independent study commissioned by PlaceIQ analyzed more than 150 physical locations across five U.S. cities and found that on average, location data obtained via smartphones is accurate up to 93 feet.
2. Certain surroundings are better built for understanding location data
Building height, composition and density all contribute to the ability of mobile devices to emit an accurate signal that generates the location. Cities that give marketers the best location data are the ones that have an ideal building density for Wi-Fi access—without the abundance of skyscrapers that inhibit GPS signal reception.
3. Smartphones themselves play an integral role
Location data accuracy is affected by other sources out of marketers’ hands. Everything from the type of mobile apps used to how long they are used to the device operating system plays a part in how smartphones harness location. Our study, “Mastering Location Data Accuracy,” found vast differences in location from iOS and Android devices, for example.
Without accurate location data, marketers may be missing the mark when it comes to better understanding, engaging with and driving sales with buyers. For all the details on how to master location data, download our guide below: