Location Intelligence 2022

As Privacy Concerns Rise, Aggregated Data Takes Center Stage

Report by Yoram Wurmser  | Jan 20, 2022
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Table of Contents
Executive Summary
Key Points
How Large Is the Location Data Market?
Who Are the Players, and How Do They Interact?
How Can Businesses Use Location Data Effectively?
What Trends Will Disrupt My Industry?
What Should Strategists Do Today?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
Uses for location data have expanded beyond marketing to provide strategic insights and operational analysis for retailers and other industries.
Topics
Location Data
Consumer Privacy & Security
Data
Worldwide
Table of Contents
Executive Summary
Key Points
How Large Is the Location Data Market?
Who Are the Players, and How Do They Interact?
How Can Businesses Use Location Data Effectively?
What Trends Will Disrupt My Industry?
What Should Strategists Do Today?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

Better location data and more advanced analytics now offer multiple use cases for strategists in retail, travel, hospitality, finance, real estate, and civic organizations. But companies need to pay more attention to data sourcing and protection due to privacy concerns, operating system rules, and regulations.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How large is the location data industry?
  2. What could disrupt the location data industry over the next few years?
  3. How should strategists in retail, travel, and other verticals take advantage of location data?

WHAT’S IN THIS REPORT? This report reviews the size and structure of the location data market, looks at trends that will affect its growth, and gives suggestions for strategists in retail and related industries on how to adapt.

Importance of Location Data to Business Performance Today vs. in the Future According to Executives Worldwide, by Vertical, Oct 2020 (% of respondents)
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KEY STAT: Nine in 10 companies worldwide that use location data expect its use to become only more important over the next few years.

Here’s what’s in the full report

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8expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. How Large Is the Location Data Market?
    4. Who Are the Players, and How Do They Interact?
    1. How Can Businesses Use Location Data Effectively?
    2. What Trends Will Disrupt My Industry?
    3. What Should Strategists Do Today?
    4. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    Importance of Location Data to Business Performance Today vs. in the Future According to Executives Worldwide, by Vertical, Oct 2020 (% of respondents)US Third-Party Audience Data Spending, by Type, 2019 & 2020 (billions and % change)
    Types of First-Party Data Their Company Collect/Plans to Collect Through Third-Party Partnerships to Support Their Media* Efforts According to US Data Users, Jan 2021 (% of respondents)Use Cases for Location Data According to Executives Worldwide, by Vertical, Oct 2020 (% of respondents)
    How Do US Marketers Use Location Data at Their Company? (% of respondents, March 2020)Type of Data that US Internet Users Are Comfortable Sharing with Brands for a More Personalized Experience, 2020 & 2021 (% of respondents)
    Types of Personal Info that Internet Users Worldwide Are Willing to Share for Personalized Interactions and Special Incentives, by Generation, Sep 2021 (% of respondents in each group)

    Interviewed for This Report

    Tyler Finn
    Foursquare
    Director, Data Strategy
    Interviewed October 19, 2021
    Nick Patrick
    Radar
    Co-Founder and CEO
    Interviewed December 20, 2021
    Matthew Russo
    Gimbal
    CMO
    Interviewed October 4, 2021
    Jason Sarfati
    Gravy Analytics
    Chief Privacy Officer and Vice President, Legal
    Interviewed November 24, 2021
    Andrew Steele
    LighthousePE
    CEO
    Interviewed December 16, 2021
    Antonio Tomarchio
    Cuebiq
    Founder and CEO
    Interviewed October 11, 2021
    Thomas Walle
    Unacast
    Co-Founder and CEO
    Interviewed October 8, 2021
    Jeff White
    Gravy Analytics
    Founder and CEO
    Interviewed November 24, 2021

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    authors

    Yoram Wurmser

    Contributors

    Caroline Fulford
    Senior Researcher
    Chris Keating
    Director, Research
    Andrew Lipsman
    Principal Analyst, Retail & Ecommerce
    Jessica Lis
    Analyst, Technology