Optimizing Location-Based Targeting Through Predictive Insights

by Tim Jenkins and Rick Erwin

There's no disputing that in order to appeal to modern consumers, retailers must employ an “addressable marketing” approach — i.e., reaching a consumer contextually in the way that the consumer wants to be spoken to, with an offer that’s compelling and timely. Brands have used location-based marketing as a means to meet these conditions and to help shape the best possible marketing message. Traditionally, location-informed targeting used singular elements of shoppers’ past locations, or historical data, as context.

With the e-commerce landscape more competitive than ever, it’s vital for retailers to evolve this idea by taking a smarter and more holistic approach. By looking at a consumer’s entire shopping history, brands can determine where customers are going to be next.