Mobile targeting should include more than a shopper's location, analysts say, with factors such as a consumer's purchasing history enhancing any campaign. "We believe that geolocation is a great opportunity, but it's really just a component of personalization. Location is a type of personalization, but it really becomes impactful when combined with other personalization criteria, namely past purchase behavior," said Patrick Moorhead, vice president for mobile at Catalina Marketing, St. Petersburg, Fla.