Posts tagged ‘location-based advertising’

McKinsey Study: Location, Location, Location, Part 2

By Mary Ludloff

Greetings one and all and happy new year! As promised, part 2 of my post on McKinsey’s drill-down into the tremendous benefits location data offers to new businesses (and business models) as well as to all of us. If you need to refresh your memory (since the author was a wee bit late in meeting her stated publishing date), part 1 is available here.  Certainly, the report, “Big data: The next frontier for innovation, competition, and productivity,” is chock full of illuminating ways that big data can be leveraged within specific industries, but personal location data is a somewhat different beast as it cuts across  industries. For example, telecom, retail, and media (through location-based advertising) all stand to reap tremendous rewards.

Now, as I said in part 1 and will state again in part 2: I have a bit of angst around the collection and use of personal location data (see my many posts on privacy or our book on “Privacy and Big Data”). But that does not negate what can be gained if it is properly collected and used and with the appropriate regulations and guidance in place (my gosh—I am beginning to sound like one of the privacy policies I hate to read!). Put simply: all company’s data collection and usage policies should be clearly stated and always offered on an opt-in basis. Okay, privacy issues have been dealt with so let’s move on! (more…)

January 9, 2012 at 8:23 pm 2 comments


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