Marketers today have access to an unprecedented amount of data about consumers and their environment that go well beyond location, ranging from their demographics and shopping behavior to the time of day and weather.

In my blog post published today on Street Fight, I talk about the importance and need for smarter targeting given the tremendous influx of connected consumers.  Similar to what JiWire highlighted in their recent webinar, my post explores the importance of targeting beyond just consumer location and considering a variety of local cues in order to improve the relevance of marketing messages.

Check out my full article at Street Fight.