Marketers using location data to gauge the effectiveness of their campaigns need to be able to trust their location attribution measurement providers, and that means the location data industry desperately needs more standardization and transparency to inspire that trust.
For that to happen, marketers must call on providers to give them more details about how visits are reported and control how control groups are built. In the past couple of months, I’ve shared tools they can use to do just that.
However, measurement companies are not the only ones holding the reins. Marketers themselves, perhaps unknowingly, already control several important elements of their campaigns which have a direct impact on the location data and, by extension, what it reveals.