Balcom’s Ricky Cadden Talks Geospatial Data at Advertising Week NY

Balcom Agency’s director of digital strategy, Ricky Cadden, spoke at the 2025 Advertising Week New York on a panel about Location Intelligence in Marketing and how it can transform campaign planning; helping you understand more about your current locations, current customers, competitors and where on the map your greatest opportunities may be hiding.

Advertising Week New York is an annual conference where top advertising professionals gather to debate and define the future of the industry.

Taking the stage alongside Ashley Cashion (Esri), Daniela Bafico (Jakala) and Scott Moran (Ampersand), Ricky shared the many ways Balcom has used location intelligence for efficient targeting as well as to inform creative messaging.

What is Geospatial Technology, and how does Balcom use it in 2024?

Geospatial technology, or location intelligence, uses geographically-based information to help us:

• Collect actionable data for clients who are unable to share internal data
• See where your customers are coming from for each location
• See where your competitors’ customers are coming from
• Find which geographical areas where you’re most likely to win new customers
• Ultimately improve the way we target your advertising

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