Smith, H. orcid.org/0000-0001-8144-5754 (2019) Metrics, locations, and lift: mobile location analytics and the production of second-order geodemographics. Information, Communication & Society, 22 (8). pp. 1044-1061. ISSN 1369-118X
Abstract
This article examines the relationship between location data and geodemographic knowledge by focusing on the role of the third-party mobile location analytics companies that passively capture location data from mobile advertising exchanges to develop new approaches to audience measurement. It argues that in addition to segmentation, a key objective is to calculate the performativity of algorithmically targeted advertising by measuring its capacity to drive foot traffic to particular locations. This is known as measuring audience ‘lift’ and reveals how the value of location data depends on how metrics can be created to prove their ability to influence behaviour. ‘Second-order geodemographics’ is proposed as a concept for theorizing the relationship between location-based classification and measurement and is grounded in a case study of one company to illustrate the ecosystem of mobile location analytics.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2017 Informa UK Limited, trading as Taylor & Francis Group. This is an author-produced version of a paper subsequently published in Information, Communication & Society. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Mobile technology; surveillance; privacy; geographic information systems; mobile marketing; location data |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Department of Sociological Studies (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 19 Sep 2023 14:38 |
Last Modified: | 20 Sep 2023 13:17 |
Status: | Published |
Publisher: | Informa UK Limited |
Refereed: | Yes |
Identification Number: | 10.1080/1369118x.2017.1397726 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:203495 |