An enduring factor or a passing fad? We asked some honored laborers in the marketing tech trenches to give us their thoughts on some of the buzzwords (and phrases) of 2016.

Anita Gandhi (VP of Consumer Analytics at PlaceIQ): Location data will begin to play an essential role in transforming predictive analytics for marketers, but it’s not the only ingredient. Different data sets will continue to work in harmony help brands better understand the consumer path to purchase, in order to make strategic marketing decisions. In 2017, more brands will leverage data about TV viewership, in-store purchases, automotive ownership to build that understanding, with location data acting as the connecting bridge, and filling in the traditional blind-spot of the physical consumer journey.

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