Three Ways Performance-Based Location Metrics Can Cause Brand Missteps
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Location data allows businesses to understand consumer behavior, drive sales and inform decisions in incredible ways.
However, the underlying technology needs for accurate location intelligence are exceedingly complex. Like a Russian doll, there are multiple layers beneath the surface — all working together to collect and interpret massive amounts of data, and determine the best way to deploy intelligence in a dynamic and ever-changing world.
Admittedly, new technologies are inherently complex. Their norms have not been established, and standards compete for consensus. One recent model we’ve taken note of is Cost Per Visit (CPV). On the surface, it seems like a simple way to use location. But when you peel back the layers, there’s a lot that is unclear.
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