2018 Predictions

Marketers will continue to embrace use cases for location data beyond proximity-based push alerts and advertising. Location will be used to enhance more aspects of the shopping journey, including in-store augmented experiences, simplified mobile checkout, product reviews and tutorials, and in-store navigation. Machine learning will be applied to location data audiences. Up to this point, audiences have been largely defined by devices that have been to a location. We’ll start to see predictive modeling used to find devices…