Location Based Services Marketing – Extracting and using location data for marketing.
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
The purpose of this master thesis is to identify the marketing value of location data. Three research questions regarding to the purpose are stated, what’s the meaning of long term location data? What’s the potential marketing value of the location data? And what’s the current situation of the mobile marketing environment?
To achieve this, firstly, gathering location based mobile services are used for tracking location data. Secondly is location tracking method and the data analysis method. Thirdly, Porter’s five forces model is used to discuss the location based marketing environment.
Based on these results, the significant marketing potential is found out. From the location data, the user’s working and living places can be found. Some specific place such as user taking public transportation could be identified with this result. Marketers can deliver more accurate advertising to the user by the location information. Finally the value creation model discussion for location based mobile marketing and different communication channels are discussed.
Overall, the thesis aim to contribute to a better understanding of media management in the location based mobile marketing communications for consumer market.
Place, publisher, year, edition, pages
Trita-CSC-E, ISSN 1653-5715 ; 2011:005
IdentifiersURN: urn:nbn:se:kth:diva-130735OAI: oai:DiVA.org:kth-130735DiVA: diva2:654182
Master of Science - Media Management
Lie, ChristerHedin, Björn