Why Does the IoT Need a Chief Location Officer?

Gartner predicts that by 2020. there will be nearly 26 billion Internet of Things (IoT) devices. And while there may not be an obvious correlation, IoT is an uncharted territory and a huge opportunity for multi-location brands. 

Today on Martech Advisor, I explain how the concept of programmatic commerce helps to convey this opportunity in more concrrete terms. Because of the actionability of IoT data, a Chief Location Officer's responsibilities are a unique add to the ways organizations can handle user behavior and connect at a more contextual level with customers. Undoubtedly as the IoT gros, so too, will the possibilities for organizations who may not currently have someone manning this data across departments. 

Read more of my article to learn how your brand can start utilizing its data and take ownership of  the customer experience.