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.
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:
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.