Data science is playing a critical role in the evolution of location-based marketing by helping to separate good data from bad data. Foroodja estimates approximately 65 percent of location data within 30 feet is inaccurate in the marketplace because it’s not analyzed with the proper rigor and algorithms. Today’s marketers, instead, need to use verified, high-quality location data for campaigns. Otherwise, they can expect to see tremendous location data inaccuracies, which will affect the performance of their campaigns. The more accurate your data, the more efficient your targeting, the better your campaigns are.