Location data integration can aid supply chain, sales

02/20/2013 | EBN

Location data from texts, searches and social media comments can be used to beef up master data sets and improve supply chains and sales forecasts in specific areas, writes Laurie Sullivan. The challenge, however, lies in bringing together data from different sources, while avoiding duplicate or otherwise useless pieces of data. "There is a great wealth of data that can be collected from search engines and marketing and advertising platforms to provide insight into consumer interest and intent," Sullivan concludes.

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