Joao-Pierre Ruth | Street Fight - Part 3

How Harman Takes Electronics Marketing to the Local Level

Joao-Pierre Ruth

How Harman Takes Electronics Marketing to the Local Level

Having the customer’s ear is literally what Harman International wants, but getting their attention at the local level takes more than a few steps for a consumer electronics maker. Shobhit Kapoor, Harman’s vice president of global brand marketing, caught up with Street Fight recently to talk about how the company thinks about connecting with local consumers.

Disney’s Deep Dive on Personality Research, and Its Potential Implications for Brand Marketers

Joao-Pierre Ruth

Disney’s Deep Dive on Personality Research, and Its Potential Implications for Brand Marketers

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.

Blis Forecasts Where Consumers Will Be — Then Targets Ads Based on That Prediction

Joao-Pierre Ruth

Blis Forecasts Where Consumers Will Be — Then Targets Ads Based on That Prediction

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.

xAd Introduces Pay-for-Performance Model, Guaranteeing Offline Store Visits

Joao-Pierre Ruth

xAd Introduces Pay-for-Performance Model, Guaranteeing Offline Store Visits

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.

NinthDecimal Decouples Its Data, Expands Partnerships, and Moves Into the Black

Joao-Pierre Ruth

NinthDecimal Decouples Its Data, Expands Partnerships, and Moves Into the Black

The location data company announced this morning that it has crossed the line into profitability and CEO Michael Fordyce believes NinthDecimal has found an approach that will help it scale up in a big way. Fordyce and chief revenue officer Brian Slitt spoke with Street Fight recently about the need to measure and understand audiences across a myriad of media and channels.

Marriage of Listings, Data, and Social Drive Better Results, Says SweetIQ CEO

Joao-Pierre Ruth

Marriage of Listings, Data, and Social Drive Better Results, Says SweetIQ CEO

A long-brewing change is transforming the way local business listings get used, says SweetIQ’s Mohannad El-Barachi. In a recent interview with he tells Street Fight that the integration of more features, such as chat or connections to social media, opens up new ways for businesses to bring in customers.