These always-on devices are checked, on average, 46 times a day and provide constant location data through sensor technologies such as GPS, Bluetooth, WiFi, apps, compass, accelerometer and gyroscope built into the devices. Likewise, the number of sensors, such as beacons, deployed to detect these devices is exploding. In the second quarter of 2015, there were around 900,000 such sensors worldwide, rising to more than 13 million by the end of 2016 - a growth of almost 13.5 times during this period, according to data shared. by Marianna Zaslavsky at Unacast.

And that number is expected to reach 500 million by 2021. The volume and frequency of transmitted location data can be aggregated to determine broader trends. Oren Naim with Google has shared new features on Google Maps jewelry retouching service that provide live data on its Crowd Gauge for places like restaurants. This data can be further analyzed to profile the audience at a specific location. But Seth explained that, broken down by person, location data maps the consumer journey that reveals things like what you like to eat and where you shop,

whether you work and what you do for fun. It provides frequency and time of day for various activities. Demographic information such as income, gender, and age can be extrapolated based on where you live, shop, and work. Source: xAd presentation at LSA17 This incredibly rich data can be used to effectively target users with relevant content, leading to better returns. LSA will continue to explore location and how to use it in local marketing at its Place conference later this year. 3. How are you doing locally?