Using data responsibly doesn’t have to weaken marketing strategies
In today’s diverse marketplace, businesses need data solutions that empower them to anticipate and respond to many circumstances and challenges.
Contributor
Gladys Kong's latest articles
If you use mobile location data, it’s time for a mid-course correction
Contributor Gladys Kong argues that the massive influx of mobile data and changing user patterns demand that location data companies step back and assess whether their models continue to be valid.
Why your media decisions matter for campaign location attribution
Vendors may seem to hold all the cards for location-based campaign measurement, but contributor Gladys Kong explains how your media buys have a substantial influence.
Marketers must get geeky about campaign lift and control groups. Here’s why
When you ask your vendors about lift, ask them about the composition of the control group. Contributor Gladys Kong explains why sophisticated targeting methods make this question more important than ever.
Marketers, here’s how to understand what’s really behind your mobile ad visits metric
Contributor Gladys Kong demystifies store visits metrics and the various ways they're compiled, so you know the important questions to ask your vendors.
Evaluating location data measurement providers? Here are 5 questions you should ask
Contributor Gladys Kong lays out what marketers need to know about location data to plan and gauge the success of their campaigns.