At first, retailers saw location data as an opportunity to reach consumers when they were in the vicinity of a store. But now they've learned to use all of the rich information available to them for more than just proximity marketing. eMarketer's Yory Wurmser spoke with Nadya Kohl, executive vice president of business development and marketing at location data platform PlaceIQ, about what retailers gain from changing their approach, and the location data quality issues that still exist.
