Let’s Get Personal -- How Advertisers Use Location Data

Picture of Nadhirah Taleb

“It is an undeniable statement that programmatic advertising is going to take over.”

That is what Quadrant Data Scientist Roger Ganga told an audience at company headquarters in Singapore during our latest network event. And the facts speak loudly for themselves: the proportion of marketing campaigns run through programmatic advertising soared from 17 percent to 28 percent in just a year.

 And what makes those programmatic advertising campaigns targeting audiences is personalisation. Again Roger turned to the data to make his point.

  • Almost half of consumers spend more when their experience is personalised
  • 90 percent of marketers believe personalisation is the future
  • 74 percent of customers are frustrated when content is irrelevant to them

It is no wonder then that, as Roger said, “Advertising agencies are hungry for better personalisation.”

To deliver that experience, location data is the primary driver of a campaign’s success. Location data helps marketers, advertisers and agencies

  • Better understand customers
  • Build highly-targeted audiences
  • Measure campaign effectiveness
  • Deliver highly optimised/personalised customer experiences

That puts a premium on the quality of data and its transparency as metrics to Judge Location Data’s validity.

The Most important data location features include –

  • Accuracy and higher quality of data
  • Effectiveness against fraud reporting
  • Location data capabilities at scale
  • Geo-marketing is Growing Stronger and Smarter with Technology Advancements


Data Worth Making A Song and Dance About 


At the event, Quadrant showcased the Singapore Art Scene as a perfect example of how location data unearths the insights advertisers need to maximise the effectiveness of their campaigns.

Data scientist Ang Qi Xuan walked the audience through a use case that revealed the habits of theater-goers. The data showed people who visit museums also tend to go to the theater too and could be geo-located for targeted advertising in the area. And highlighted a specific case of theater-goers who took in the show “A Singapore Carol” at the Victoria Theater. The Quadrant data showed 44 percent of these people also visited museums. And then demonstrated how they could be targeted within a small radius of the theater covering an area  that took in two popular museums -- the National Gallery and the Asian Civilisations Museum.

Based on the findings, Quadrant could recommend three strategies to boost campaigns’ effectiveness 

-- Enhanced targeted advertising during event periods

-- Increasing exposure through digital out-of-home advertising in the area

-- Partner with museums

If you want to learn more about the topic, we will be happy to help you with any question about Quadrant potential for your ad campaign. You can reach us via email or  glenn@quadrant.io to schedule a meeting. Working with us is easy!


For a copy of the slides presented, click here to download!




Nadhirah Taleb

Event Manager at Quadrant

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