Hasta La Creative!

The value of real-time location data is often summed up with one mantra: “Reach the right consumer with the right message at the right time.” But in practice, marketers using location data to find audiences and measure their campaigns are increasingly uncovering insights they didn’t anticipate, and realizing that “the right message at the right time” only skims the surface.

Take the word of three separate marketers for it.

Brown-Forman’s premium tequila brand Herradura worked with Foursquare to reach both premium liquor drinkers and people who were spotted near or in establishments that sell the tequila. The company discovered that people who appear to like the brand may be as complex as its Anejo variety.

Continue reading at AdAge.com