John Vance weighs in on location based services
Giving consumers recommendations or directions to a restaurant is no longer enough--personalized recommendations have become the new standard. Tech companies from startups to huge enterprises are rolling out personalized recommendations tools in the race to deliver the most relevant content to consumers. 

A few years ago, location-based services offered limited value by bombarding people who entered a geo-fenced area with generic content. But companies are getting savvier at using location data and other data points to deliver more relevant messages, observes John Vance, senior manager in consulting firm West Monroe Partners' customer experience practice. "Location-based services will continue to grow," Vance notes, "with offers based on marketing analytics and location providing highly personalized and relevant messages." 

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