Tell Me Where You Are and I’ll Tell You What You Want: Using Location Data to Improve Marketing Decisions Cover

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Tell Me Where You Are and I’ll Tell You What You Want: Using Location Data to Improve Marketing Decisions

NIM Marketing Intelligence Review

Volume 8 (2016): Issue 2 (November 2016)

By: Martin Spann, Dominik Molitor and Stephan Daurer

Open Access

|Oct 2016

References

Bell, David R. (2014): “Location Is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One,” New Harvest, Boston.
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Daurer, Stephan; Molitor, Dominik; Spann, Martin; Manchanda, Puneet (2015): “Consumer Search Behavior on the Mobile Internet: An Empirical Analysis (July 2015),” Ross School of Business, Paper No. 1275. http://ssrn.com/abstract=2603242
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Luo, Xueming; Andrews, Michelle; Fang, Zheng; Phang, Chee Wei (2014): “Mobile Targeting,” Management Science, Vol. 60 (7), pp. 1738-1756.
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Molitor, Dominik; Reichhart, Philipp; Spann, Martin; Ghose, Anindya (2016): “Measuring the Effectiveness of Location-based Advertising: A Randomized Field Experiment.” http://ssrn.com/abstract=2645281
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DOI: https://doi.org/10.1515/gfkmir-2016-0013 | Journal eISSN: 2628-166X

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Language: English

Page range: 30 - 37

Published on: Oct 28, 2016

Published by: Nuremberg Institute for Market Decisions

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

Keywords:

Location Intelligence,

Decision Support Systems,

Mobile Targeting,

Mobile Analytics

Related subjects:

Business and economics,

Political economics,

Public finance and fiscal theory,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business management, other

© 2016 Martin Spann, Dominik Molitor, Stephan Daurer, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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