For many businesses, narrowing the time between when a customer conducts online research and makes a purchase offline has long been a challenge. Consumers can spend weeks browsing, comparing, and researching before they ever pick up the phone or walk into a store. The question isn't whether or not they're interested. It's how to identify them at the right moment and deliver a message that moves them from research to action.

As the world becomes increasingly digital, we’d like to challenge a common misperception that geography has become irrelevant. The reality is more nuanced. The shift to digital didn’t erase the importance of location. In fact, in many ways, it intensified it.