Waldo Tobler

The Power of Location

“Location targeting is the holy grail for marketers.” This statement was directed to an entire industry at Mobile World Congress by Sir Martin Sorrell, CEO of the world's largest advertising company by revenues. While this may be a revelation of a new reality to some, the geographer reading this might be saying, "Where's Waldo?" The so-called first law of geography from Waldo Tobler is "Everything is related to everything else, but near things are more related than distant things.” This was recently validated by analysis of