How Accurate Are Your Mobile Geo-Fencing Campaigns

Mobile Geo-Fencing

As an automotive dealer, you have more than likely been pitched the ultra-targeted mobile Geo-fencing campaigns. You know the ones where you can target a customer in a competitor’s showroom while they are using their mobile device.

It turns out these campaigns may not be so targeted after all. A new report by PlaceIQ and Findyr, indicates that mobile device location is only accurate to within about 93 feet or 30 meters.

Quoting a report by Greg Sterling on Marketingland.com:

Findyr sent people in 5 U.S. cites to 150 specific locations and asked them to record their latitude/longitude coordinates within the Findyr app on their phone. The participants also sent a photo or video of where they were standing to verify their actual physical location. The initial stage of the study determined the difference between the recorded coordinates and the device’s actual location.

This is visually how the research was conducted:

Geo-Fencing Research

So what does all this mean for you?

First, be aware of the claims made by vendors boasting exact longitude and latitude accuracy. It’s not something they can guarantee.

Second, by understanding the variance of the accuracy, you can evaluate the service or message, on a per location basis to determine if 30 meters off target is acceptable.


About the author

Gayle Rogers: With more than 15 years of automotive marketing experience he brings both agency and dealership level knowledge to the team. He is responsible for strategic direction and development of digital marketing efforts for the agency’s automotive dealer clients. As chief marketing officer, he communicates agency capabilities to the industry and cultivates new business opportunities. Prior to joining Strong, Rogers held positions of increasing responsibility in automotive advertising to develop and manage campaigns for automakers, suppliers and dealers. In addition to his automotive experience, Rogers spent time gaining experience in the development of digital campaigns for a variety of businesses. Rogers earned a bachelor’s degree in advertising from the University of Alabama.


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