Location

Intelligence:
bridging the
biggest gap
in advertising
Mapping the consumer journey:
from physical to digital
Table of contents

Executive summary....................................................................................................................... 3

The location intelligence era............................................................................................ 4

The big location opportunity............................................................................................ 6

The location intelligence solutions........................................................................... 9

Using location data.................................................................................................................... 10

Mapping the consumer journey:

from physical to digital.......................................................................................................... 11

How can HERE help.................................................................................................................... 12

The importance of platform neutrality.............................................................. 13

Stepping into the future...................................................................................................... 14

2 Table of contents © 2018 HERE | here.com

Executive summary

While the advertising industry has made great strides in understanding the digital journeys of consumers,
it has been difficult to observe and analyze their whereabouts and movements in the physical world.

Advanced location-enabled intelligence can act as a bridge between the digital and the physical world –
helping the advertising ecosystem harness a more complete view of consumers, and make sense of and
leverage their location behaviors.

Location intelligence is about much more than simple latitude and longitude readings. The right partner
can gather data about the movements of consumers in specific moments and over periods of time, cross
referencing it with comprehensive data about the environment – stores, malls, restaurants, residential
addresses, landmarks, and places of interest.

Advertisers can observe consumer journeys to within meters, whether indoors or outdoors, as they move
around ever-changing environments. This benefits the entire advertising ecosystem – combining location
intelligence with existing data sets to segment audiences, enable real-time location targeting, facilitate
real-time bidding, measure performance, reduce ad-spend inefficiencies, and improve campaign attribution.

3 Executive summary © 2018 HERE | here.com

The location
intelligence era
Whether you work for an advertising platform, a brand, an agency, or publisher, you’re probably all
aware that the digital data generated by consumers’ behavior and tendencies lack real-life insight.
Very few companies can identify where consumers are, where they have been, or where they are going
without some guesswork. Even when customer whereabouts are known, context about the environment
around them tends to be missing or inaccurate.

Beyond simple maps, the advertising industry
generally lacks accurate data about the static
environment to cross reference with dynamic
location data from consumers’ mobile devices.
This makes it difficult to answer questions such as:
Where do they go? What time are they home? How
long does it take them to commute to work? What
do they like doing on Saturday mornings? What
media do they come across in the day – on their
mobile, laptop, car radio, billboards, beacons in
stores, on TV. How are ads they saw three days ago
on their laptops influencing what they’re doing now?
Budget allocated to geo-targeted
ads is expected to rise from $12.4
billion in 2016 to $32.4 billion in 2021.¹
A greater understanding of where consumers have
been, where they are, and where they’re going leads
to a clearer picture of who the consumer is – revealing
patterns and enabling predictions. For example, if a
consumer commutes into the center of a city from a
wealthy suburb every day, they can be assumed to
be an affluent individual. The shops and restaurants
they visit might support this assumption. Similarly,
if someone visits a university campus each day and
returns to a student hall at night, they might be
assumed to be a student.
Location intelligence combined with data sources,
such as social media or mobile apps, can surface
what people visiting certain places are feeling
and thinking. Machine learning and other artificial
intelligence techniques can help analyze and
process all this unstructured data, to then build
patterns and predictions.

¹ http://www.geomarketing.com/geotargeted-mobile-
ad-dollars-to-hit-32-billion-within-five-years

Transforming advertising
Location is the only source of data that spans
every activity and media experience of a consumer
throughout the day from what they see on the way to
work, to what they watch on TV at night. And this is why
advanced location-enabled intelligence is transforming
advertising. It acts as a bridge between the digital
and physical worlds – helping you make sense of, and
leverage, all the data you hold about consumers.

4 The Location Intelligence era © 2018 HERE | here.com

The demand for location data
Geographically referenced data is adding a new dimension to data science, by informing the algorithms you
need to be smarter about campaign buys, inventory monetization, targeting and segmenting, the experiences
you deliver, messaging, attribution, and reporting.
49% of marketers are looking touse
location-based marketingto drive
foot traffic to physicallocations, a
rise of 8% from 20172
2017
49% 2018
2 LBMA 2018 Global Location Trends Report
Trusting location data
The advertising industry is aware of the importance
of location data. Yet there has been widespread
mistrust due to the questionable accuracy of the
data available, and a general lack of transparency
and accountability.
Location intelligence relies on a strong synergy
between positioning technologies and mapping.
When static mapping data is inaccurate, any dynamic
data cross-referenced with it becomes unreliable,
rendering the data unusable. In addition, it gives
false positives to the effectiveness of campaigns
and the return on investment of marketing dollars.
Up to 80% of location data in the bid
stream appears to be inaccurate.⁵
5 https://adexchanger.com/mobile/2017-marketers-guide-
location-data/
5 The Location Intelligence era
83% of marketers find
83% location-based data for
ad targeting valuable3
but only 74% of those
74% think the data available
is accurate4
3 LBMA 2018 Global Location Trends Report
4 LBMA 2018 Global Location Trends Report
Location data has frequently proved difficult
for advertisers to work with. Too often data sets
are fragmented, with no true global set available.
There are gaps in coverage, a lack of clarity on
available third-party vendors for location data
or the sources of location data, and a lack of
consistency on formatting, delivery and taxonomy.
Combining mobile location data with other
customer data compounds these challenges.
The good news is that there is now a clear route for
advertisers to leverage highly accurate static data
with the necessary location intelligence heritage,
technology and expertise.
© 2018 HERE | here.com
The big location
opportunity
The people and the places The changing consumer
There are two types of location intelligence that The significance of real-time location data might
can inform the advertising ecosystem: seem evident, but to appreciate its value and
potential, it’s important to understand that attitudes,
Static place data opinions, habits, appetites, likes, dislikes, and hobbies
This is data about the environment people are attributed to a consumer’s profile vary over time.
moving through. For example, retail stores,
restaurants, local parks, specific addresses, Buying intention is not a steady state. Instead, it’s
landmarks, and places of interest. It also refers temporary, influenced by many contextual factors
to exact building footprints (otherwise known that ultra-accurate location data can illuminate.
as polygons) based on ultra-specific real-world
geometry, as well as indoor venue information. In 42% of US smartphone users said they
short, a comprehensive set of static place data is
an incredibly detailed map in binary form – the would use an app more often if location
metadata of the physical world. intelligence gave better context to content.7
Dynamic data about people’s location 7 https://www.emarketer.com/Report/Location-Intelligence-2018-
Consumer-Behavior-Data-Quality-Targeting-Tips/2002213
In other words, where we are in specific moments.
Without these two sets of data, the advertising
For example, Tom, a builder, visits a shopping mall
ecosystem lacks context about consumers and
near his home before work every morning to have
has to endure:
breakfast in one of its many cafes. Then three
evenings a week he visits the same complex for a
• Poor targeting capabilities
workout at the gym. At weekends, he often visits
• Inaccurate audience segmentation
the mall to shop for food and sometimes clothes
• Irrelevant or ill-timed communications
with his partner, sometimes stopping off for lunch
• An inability to recognize the relevant customers
or dinner. The context of these three interactions is
• Attribution and measurement methods that
entirely different. Tom hasn’t changed. But he’s doing
border on guesswork
entirely different things.
• Inefficient spending
• AI and machine learning algorithms using
To gain insights into Tom’s varied customer journeys,
inaccurate geometry
even those within a single building, requires a mix
of highly accurate indoor and outdoor static location
It’s no wonder so many advertising budgets have
data, combined with dynamic mobile data.
become big black holes. Without fresh and accurate
static location data to complement dynamic location
When correlated with other forms of data, any piece
data, too many industry players have to second guess
of context can multiply the inferences that can be
the validity or their performance and marketing spend.
drawn. Even the type of restaurant Tom eats at can
reveal a lot about him and his disposable income.
According to Forrester6, organizations’ Intelligent use of data science can unearth complex
patterns about individual and group behavior that
top mobile advertising objectives are: can be fed into algorithmic advertising processes.
• Increasing conversion rates
• Retaining customers
• Improving ROI on marketing campaigns
• Acquiring new customers
• Maximizing customer relationships
6 http://www.verve.com/wp-content/uploads/2017/06/Pursuing-
The-Mobile-Moment.pdf

6 The big location opportunity © 2018 HERE | here.com

Location breadth, depth and control
Advertisers need to find ways to view every detectable input and event in customers’ lives as
potential signals about their multichannel buying journeys. Additional layers of real-time information
about moment-to-moment context are made possible by ultra-specific location intelligence.
This isn’t just about latitude and longitude readings.
It’s about:
• C
 ombining geolocation data – such as 2D
footprints of places of interest, and 2D and 3D
indoor maps of venues – to find out exactly where
customers are at any point in time, including which
venue they’re in, on which floor, and in which spot.
• C
 ross-referencing this insight with a raft of other
geolocation data, such as where retail stores,
landmarks, and other points of interest are,
where businesses are in relation to customers,
and what categories of business are prominent
in various areas.
The HERE Technologies story
In 1985, HERE Technologies began with the
simple goal to digitize mapping, building
our first digital maps of California, and to
pioneer in-car navigation systems. Over
the next three decades, as NAVTEQ, Nokia
and HERE, we’ve mastered mapmaking
and built a legacy in mapping technology,
developing maps for cars, web and mobile.
Today, we’re one of the world’s leading location
intelligence providers, creating 2D and 3D maps
of indoor and outdoor locations with layers of
information and insights. And we’re transforming
maps into location technology to positively change
today’s urban life and inspire innovative business
development. We’re making sense of the world
through the lens of location, using location data to
answer fundamental questions. We have solutions
7 Location
The big location
Intelligence
opportunity
solutions
• Having a breadth of location knowledge, the
depth of detail, and the ability to control this
data by easily plugging it into technology stacks.
And the ability to combine the data with other
data sources so you can plan, predict and enable
automated algorithms.
for automotive, public sector and infrastructure,
telecom and utilities, transport and logistics, to
name but a few. We also have the ability to
empower the entire advertising ecosystem with
location data that is unmatched in breadth and
depth and a neutral platform that offers full control.
With our HERE Open Location Platform, we’re
empowering people, cities and businesses all over
the world to achieve better outcomes. And we’re
now on our way to creating a real-time digital
representation of the physical world to prepare for
an autonomous future. We take into account human
experience and have a deep understanding of the
relationships between people, places and things.
Through our strategic partnerships with industry
leaders, we’re setting a new course for location
technology to enable an autonomous world.
© 2018
© 2018
HERE
HERE
| here.com
| here.com
Polygons and indoor mapping
Building footprints, and 2D and 3D indoor venue
maps, allow precise and accurate targeting, audience
segmentation, and campaign measurement rather
than relying on geo-fencing, guesswork, or open
sources of data.
2D Footprint technology offers a representation
of the real-world geometry of places of interest
including shopping malls, sports venues, airports,
golf courses and hospitals.
2D building footprints add extra
precision to segmentation,
targeting and measurement.
43%
2017
8 LBMA 2018 Global Location Trends Report
8 The big location opportunity
Meanwhile, the best 2D and 3D indoor venue maps
for places such as malls, airports, train stations,
universities, hospitals and stadiums, offer insights
of consumer location – accurate to within a meter.
You can leverage these technologies to improve
the quality of your latitude and longitude
placements, and to feed into your algorithms for
further optimization and enhanced data science.
49%
The share of budget for location-
based marketingof the overall
marketing budget has risen to
49% from 43%in 20178
2018
© 2018 HERE | here.com
The location
intelligence solutions
The most important signals to locate a person are GPS (otherwise known as GNSS, or Global Navigation
Satellite System), Bluetooth, NFC, Wi-Fi access points, and tower cell triangulation. Approximate location
can also be derived from the geolocation of an IP address used to connect to the internet.

It takes sophisticated use of these technologies to provide accurate latitude and longitude readings on
a map. But a detailed picture of the lives of your target audiences and their environment requires real
world location data.

HERE Location Technologies

HERE Places provides location intelligence on
points of interest in 194 countries. There are over
400 categories to choose from and utilize for your
business. More than 260 attributes are appended
to places we list for comprehensive intelligence.
coordinates. It provides comprehensive coverage in
196 countries and high precision mapping of geo-
coordinates and addresses. With reverse geocoding,
you can use a set of geographic coordinates to
provide a text-based description of the position.

2D Footprints from HERE provides a clear and
precise representation of buildings and outside
spaces including shopping centers, college
campuses, airports, golf courses, hospitals, and
beaches – anywhere consumers might congregate.
Over 86 countries and territories in North America,
Europe and Asia-Pacific are covered with high
precision polygons.
Venue Maps from HERE contains detailed navigable
2D and 3D map data and rich content for frequently
visited indoor and outdoor locations in 87 countries.
Benefit from unprecedented granularity of locations
including malls, train stations, universities, hospitals,
stadiums, restaurants, lounges, and car parks.
Geocoding from HERE translates the text-based
input of an address into latitude and longitude
Positioning from HERE improves your ability to “see”
location throughout the day, as consumers go from
cell to Wi-Fi coverage, so you can continue to capture
location data without a cell tower signal. When your
location signals are lost, enhance the positioning of
a consumer by using HERE’s positioning data points.
Visualization Toolkit is a powerful tool for
developing rich visualizations of large sets of
geographically related data. It enables you to
see your location data presented right onto the
HERE map, so you can grasp difficult concepts,
analyze data, gain insights or identify new patterns
in respective geographic areas.
These technologies can inform the entire
advertising ecosystem, across TV, print, outdoor
and digital. Here is how:

91M 400+ 260+ 194

places categories attributes countries

9 Location Intelligence solutions © 2018 HERE | here.com

Using location data
Introduction
Data Science
When correlated with other forms of data, precise
location intelligence can multiply the inferences
that can be drawn – unearthing even more complex
patterns about individual and group behavior.
Cloud technologies now enable powerful analyses
of continuously updated data streams – made up
of owned and third-party data sources. Over time,
feedback loops help the system learn and improve.
Brands, advertisers, agencies, publishers, data
management platforms and demand-side platforms
can now boost segmentation, targeting granularity
and campaign effectiveness, while publishers and
supply-side platforms can better understand their
customers, identify new prospects that would
value their audiences, and enrich the value of their
inventory.
Patterns and insights
Advertisers can make inferences about consumer
behavior, preferences and attitudes by analyzing
when and how frequently people show up at a
location over time. For example, if a consumer visits
a shop eight times a month over several months,
they can be considered a loyal shopper. So, if they
stop showing up, advertisers might want to give
them a nudge.
Consumer journey mapping
Linking the spots a person visits over the course of
a day or a week provides a more rounded view of
their interests and priorities. Of course, this data
is only relevant when the algorithms can translate
positioning data with real-life addresses and places of
interest. Consumer journey mapping helps advertisers
compose more complete pictures of their customers’
lives. It creates the opportunity to detect in one
channel when someone might appreciate an offer,
a service, or an upgrade – then deliver in another.
Messaging
Understanding the engagement of consumers
across channels, both digital and real-life, is
a key component for creating universal yet
adaptable messaging.
75% of advertisers say location value
can help increase the relevance of
their messaging, 70% say it can help
them define key audience attributes,
and only 46% recognize its potential
to drive customers to physical stores.9
9 http://www.verve.com/wp-content/uploads/2017/06/Pursuing-
The-Mobile-Moment.pdf
10 Location
Introduction
Intelligence solutions
Segmentation
Location provides many ways to segment
audiences, especially when location data is
considered alongside other factors (such as time,
weather, or events in the local area). Examples
of location-derived segments could include yoga
practitioners (based on repeated visits to yoga
studios or shops), exercisers, motorists, or people
who love spending time outdoors. There are
endless opportunities. For instance, segments can
be identified based on the behavior of people at
specific places, as revealed in social media feeds.
Real-time location targeting
Location data offers immediate insight into when
and how to target consumers. Geo-fencing a target
area (such as a building, or an area around a place
of interest) allows the automatic targeting of
consumers that walk into it. Ultra-accurate indoor
mapping that can pinpoint exact spots and floors
adds to the opportunity. This immediate location
information can be combined with psychographics,
purchase intent, and even visit patterns over time
to target the right consumers.
Prediction
No one knows with certainty what’s going to happen
in the future. But location data can help you work
out which scenarios are more likely to occur than
others by gaining insight from patterns of real world
activity tied to real world geometry.
Ad spend
By creating more accurate segmentation, targeting
capabilities, and attribution, location data can transform
the efficiency and effectiveness of ad campaigns.
Attribution
If a consumer looks at an advert on a mobile device,
then visits a store to make a purchase, GPS, beacon
technology or Wi-Fi signal can link the visit. Point-
of-sale data in conjunction with location data
can then identify whether the visit actually led to
a transaction. Even though the person may have
visited the store many times before they actually
purchased the product, calculations can still be
made as to the influence of the original ad.
Validation
The advertising ecosystem permits a large volume
of poor quality data to be used for ad targeting.
An accurate source of location data can be used
to validate whether a campaign was delivered
where it was supposed to be delivered. For example,
a restaurant chain could validate whether ads it’s
paying for are really being served in geo-fenced
areas around its branches.
©
© 2018
2017 HERE | here.com
Mapping the consumer
journey: from physical
to digital
Audience segmentation
Use real-world geometry to analyze historic
mobility patterns and build location-derived
audience segments.

• Identify and target the right consumer

• Optimize based on location behavior
• Determine uplift

Real-time location targeting

Granular location data enables you to define exactly
where and when a consumer should be targeted.

• Define a target location and its precise shape

• Harness detailed context inside a chosen location
• Reach consumers at the optimal moment

Attribution Sports venue

visitors

Precise location data can help track Coffee shop

campaign effectiveness. customers

Average
• Map the relationship between ad amount
display store visits and purchases of dwell Visit rate
time
• Create actionable insights for
future campaigns

9:00 13:00 18:00 Frequent

mall visitors

11 Location Intelligence solutions © 2018 HERE | here.com

How HERE can help
Demand Side Platforms (DSPs), brands and agencies
• Set campaigns to target retail locations, car
dealerships, malls and many other locations
• Build location-derived audiences based on venue
or area visits
• Target competitor locations, aka competitive
conquesting
• Understand footfall patterns in and around venues
• Use location data to extract more value from
other datasets
• Optimize advertising spend
Supply Side Platforms (SSPs) and publishers
• Enhance bid-stream and inventory with location data
• Understand the audiences of the bid stream and
enhance it as a service
• Build granular location derived audiences
• Increase the depth and breadth of marketplaces
with more location information
• Visualize the bid stream associated with venues
and places
• Use location data to extract more value from
other datasets
The privacy aspect
There are many exciting ways for advertisers to
communicate to their audiences in the new digital
era. However, fully realizing the potential of new
technologies will require the industry to take big
steps in building consumer trust and addressing
perceived privacy concerns.
While HERE Technologies itself does not process
consumers̓ personal data in the context of the
advertising market, we are keen to understand
what motivates people to share their location
data in different scenarios. For example, when,
in a 2017 study, HERE Technologies asked 8,000
people for which services they would trade their
location data privacy, only a quarter of respondents
cited personalized advertising. This may in part
be explained by the perceived benefits today:
advertising must of course be meaningful to consumers.
Another reason concerns trust and transparency:
people cannot feel that advertising is invasive or
that they are being followed for the wrong reasons.
It is therefore important that the advertising industry
builds consumer trust by helping them know why
their location data is needed and for what it is used.
Moreover, consumers need to know that their data is
12 Location Intelligence solutions
Data Management Platforms (DMPs)
• Create valuable audience segments
• Provide context to audiences’ whereabouts
• Derive look-a-like models of types of audiences
• Connect audience data from different systems and
provide location context
Attribution businesses
• Enhance attribution, and understanding of footfall
and in-store visitation
• Optimize spend, continually making adjustments
• Better inform clients about successes and
necessary adjustments
Marketing tech players
• Bring context to a variety of use cases such as
user panel enhancement, CRM location
enhancement and make sense of data signals
protected and stored safely, and that they can easily
change their privacy settings, withdraw access and
delete their history if they so choose.
The future will favor those advertisers, publishers
and platforms that are open and transparent,
and here new technologies will help. As the world
shifts to ever more time-sensitive and machine-to-
machine communications in the digital era, people
will demand transparent user-friendly settings that
help them stay in better control of what they are
sharing across their digital life. It means that today’s
click-to-consent approach to managing privacy –
where consent is rarely ever truly informed consent
– will eventually be superseded by dedicated
privacy services. These would, for example, enable
consumers to review, update, and revoke all prior
and future data collection at any time.
Such a transparent and configurable way of managing
privacy is technologically well within the realms of
possibility and may prove to be a valuable tool for the
advertising industry. In the meantime, the industry
must continue to implement privacy by design in
products to ensure compliance with the evolving
regulatory framework as well as industry best practices.
© 2018 HERE | here.com
The importance of
platform neutrality
The right location data partner, with the right
location intelligence platform, should offer the data
quality and support every player in the value chain
needs. HERE Technologies is one of the few neutral
location data providers with global scale, and the
necessary breadth and depth of location intelligence
capabilities. And we have the expertise, technology
and APIs that enable companies to plug location
insights directly into their tech stacks.
The important questions
The quality of location data varies with each location
intelligence provider. Only a select few providers in
the world have the scale, data expertise, location
heritage, technical ability and ongoing investment to
allow you to realize the potential of your own data.
Questions you might consider asking a potential
partner might include:
• How many countries in the world do you cover?
• How do you enable precise segmentation,
targeting and attribution?
• How many venues do you have mapped?
• How many place categories and attributes
do you have?
• Do you have a global set of 2D Footprints
(aka Polygons)?
• How large is your database of cell phone
antennae and Wi-Fi access point antennae?
• Do you provide geo-coding and
reverse geo-coding capabilities for more
insight on your location data?
• Can you help me visualize my dynamic
data and static data?
13 Stepping into the future
The best providers continually update their data to
ensure freshness and accuracy, then indicate how
accurate and relevant each piece of location data
really is. After all, the environment is in constant
flux; businesses can close, land gets sold, locations
can be used for other purposes.
You should also look for a comprehensive offering
of services and possibilities in a potential provider’s
proposition. This negates the need to use a
combination of location intelligence providers,
which can add a new level of complexity for in-house
developers and advertising practitioners.
 4% of advertisers find working with
9
location data difficult.10
10
 ttp://www.verve.com/wp-content/uploads/2017/06/Pursuing-
h
The-Mobile-Moment.pdf
The heavy lifting
You have the opportunity to take the heavy lifting
out of your location intelligence efforts by obtaining
your static location data from a trusted partner. Too
many companies are wasting resources and budget
undergoing the hugely complex task of creating and
maintaining their own static location data (such
as listing places of interest, creating polygons, and
mapping indoor venues) then feeding this data into
their algorithms.
Those that do manage their own static data face
the challenge of consistently achieving the pinpoint
accuracy necessary to open up all the targeting,
segmentation and measurement opportunities
discussed in this paper.
© 2018 HERE | here.com
Stepping into
the future
Location intelligence is going to find itself at the heart of an advertising industry driven by artificial
intelligence and predictive algorithms. Consider the huge success predictive analytics has brought companies
like Amazon (an estimated 35% of their sales come from recommendations)11. Now consider the extent to
which location intelligence could inform and improve similar algorithms. As the amount of location data
and processing power available to companies expands – and the algorithms get smarter – the accuracy and
effectiveness of predictive analytics will grow.

11
https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers

The sheer volume of location intelligence to be
gathered might seem intimidating. But machine
learning algorithms will increasingly take over
the number-crunching, pattern-finding and
optimizing – finding ways to deliver mutual value
to your business and customers.
Machine learning could help to target the device
that will deliver the biggest impact at a certain
time, depending on where someone is and what
the data suggests they are doing. Connected cars,
in particular, are going to be fertile ground for
advertisers, with a plethora of potential apps that
require location, and a perfect enclosed, uncluttered
environment for drivers to consume ads in.
Paradoxically, location intelligence is set to raise
the value of traditional outside advertising, giving
brands the opportunity to cut through with bold,
relevant and personal creative.
Meanwhile, attribution opportunities are only
going to grow. Ad-tech companies can already
log device IDs and find out if a particular user
then went on to make a purchase online.
Machine learning algorithms will start making
even more advanced attribution calculations
based on complex buyer journeys.
An inflection point
The advertising industry is at an inflection point.
One path leads to a reality in which just a few
corporations have insight into the time-space paths
of billions of people. Another path leads to a more
open industry, where companies of all sizes have
the opportunity to form partnerships that help them
monetize their data, find out more about audiences,
meet their needs, and carry on improving products
and services for everyone.

To become one of these businesses, feel

free to contact us at data4advertising@
here.com. We’d be happy to talk you
through your options.

14 Stepping into the future © 2018 HERE | here.com

About HERE Technologies
HERE, the Open Location Platform company, enables people, enterprises and cities to harness the power of
location. By making sense of the world through the lens of location we empower our customers to achieve
better outcomes – from helping a city manage its infrastructure or an enterprise optimize its assets to guiding
drivers to their destination safely. To learn more about HERE, including our new generation of cloud-based
location platform services, visit http://360.here.com and www.here.com

About the Location Based Marketing Association

The Location Based Marketing Association is an international group dedicated to fostering research,
education and collaborative innovation at the intersection of people, places and media. With chapters
throughout North America, Europe, and Asia, the association continues to advance its mission; to educate,
share best practices, establish guidelines for growth and to promote the services of member companies to
brands and other content-related providers. Learn more at http://www.thelbma.com.

15 About HERE Technologies © 2017 HERE | here.com

For more information
please visit here.com