Location Data made simpler

The value of Location Data reflects the Highs and Lows of Location-Based Services

1. Introduction

2. Structuring Location Data

  1. A person is located at map coordinates (48.137247, 11.575698), or at Marienplatz in Munich.
  2. By the standard hybrid calculation method used by smartphones, with a high GPS component because of a good sky view, giving up to 10m of error.
  3. At 14:32 on Saturday 8th February 2020
  4. They are identified using the Advertising ID that the Google Maps Application uses to identify them.
  5. They allowed the Google Maps Application on their iPhone to locate them by selecting the ‘While using the App’ option in the iPhone Privacy settings under ‘Location Services’.

3. Accuracy — From vague to sharp

4. Common misunderstandings around Mobile Location Data

Colour-coded buildings and inscribed hot-air balloons are an alternative to Local Search Apps

5. Sources of Location Data

Mike resented his pub-crawl being tracked and being put in a ‘Drinker’ segment

6. Summary

  1. A new report by the government-funded Norwegian Consumer Council (Forbrukerrådet) on the use of phone data (including Location Data), by the Advertising industry. https://fil.forbrukerradet.no/wp-content/uploads/2020/01/2020-01-14-out-of-control-final-version.pdf
  2. As mentioned above, Google are increasingly limiting the collection of background Location data on Android. https://android-developers.googleblog.com/2020/02/safer-location-access.html
  3. 3. A recent example of a Premises owner (UK Network Rail) ‘collecting’ consumers WiFi Location Data. https://www-bbc-com.cdn.ampproject.org/c/s/www.bbc.com/news/amp/technology-51682280

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Veteran Product Management guy based in Munich, starting to use medium to get some random thoughts written down, related mainly to my work.

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John Craig

Veteran Product Management guy based in Munich, starting to use medium to get some random thoughts written down, related mainly to my work.