Another 4/20 is upon us and as cannabis patrons prepare to celebrate, the marketing world is still trying to figure out how best to reach legal consumers of marijuana. Foursquare released data earlier this week that illustrates a few trends among legal cannabis consumers.
A division of The Walt Disney Company has been working on a method to better target marketing by learning more about consumers’ personalities. Research scientist Maarten Bos spoke to us about how consumer personality can be understood and how the information can be used to tailor ads more precisely.
Elise Neel, the head of MapQuest for business, spoke to Street Fight recently about the ways marketers now regard and value location data, the role mixed reality may play in mapping, and what it means for MapQuest to operate under Verizon’s ownership.
Nonprofit organization Geopath, previously known as the Traffic Audit Bureau for Media Measurement, has announced it will use software from Citilabs to power an audience location measurement solution for out-of-home advertisers.
The company is unveiling a new service that it claims can figure out where consumers will likely go — and target mobile ads based on those expectations. Blis Futures uses artificial intelligence to identify patterns about where consumers are likely to spend time, and then focuses brands’ marketing to reach them at optimal moments.
Today marks the public debut of Foursquare Analytics, a dashboard that puts location intelligence in the hands of brands the company works with. The dashboard, he says, leverages Foursquare’s location tech capabilities for restaurant chains, retailers, and others who need deeper consumer analytics.
The company’s new program identifies consumers who have not visited a partner retailer for a set period of time. This information is then used to put ads in front of the consumer to encourage them to return.
Location intelligence company xAd today launched a new media buying model called “Cost Per Visit,” which is intended to ensure offline visits at stores by customers — and offer better ROI for brands. Marketers who use “Cost Per Visit” only pay when targeted customers physically go to a store after seeing a mobile ad.
ShopChat’s newly debuted mobile shopping keyboard works with messaging apps such as Facebook Messenger and Apple iMessage, letting users find and share pictures of products through their smartphones with their friends. Those friends can then give feedback, including emojis, and recommendations about the products.
Data firm Commerce Signals has partnered with LiveRamp to make data more valuable to merchants and advertisers. The collaboration draws upon sales data from banks and financial networks to enable marketing measurement and optimization across digital publishers and devices.