As a marketer, understanding consumers’ behavior has always been of paramount importance to me. Who are they, what are their passions and interests, which brands do they prefer… Location data came to marketers as the holy grail, promising an unprecedented opportunity to understand audiences, help effectively connect with them, and ultimately measure the impact of marketing efforts. However, the marketplace is filled with so many data providers and products that it has become a challenge for us marketers to identify the best data sources. Which brings me to the elephant in the room, what should marketers be aware of when looking for the right data to help them bridge consumers’ online and offline worlds? What matters and what should be disregarded?