Interviews | Street Fight

Pearle Vision Keeps a Neighborhood Focus in the Battle for Patients and Customers

Joao-Pierre Ruth

Pearle Vision Keeps a Neighborhood Focus in the Battle for Patients and Customers

Even with its established history and market presence, Doug Zarkin, VP & head of marketing for Pearle Vision, says the brand continues to innovate on ways to attract that local customers. He spoke with Street Fight recently about the ways the brand gets in its customers’ line of sight.

Looking at Location Signals, GroundTruth Looks at Ways to Predict Behavior

April Nowicki

Looking at Location Signals, GroundTruth Looks at Ways to Predict Behavior

A recent study by the company focused on the foot traffic at mass merchandisers and grocery stores and airport traffic, and pointed to the NC city as the best choice for Amazon’s HQ2. “Being able to dig in to real world behaviors, it draws out real actionable recommendations,” says Sarah Ohle, VP of marketing insights.

Brand-building Expert Norty Cohen to Marketers: Consumer Engagement Is Key

Simon Constable

Brand-building Expert Norty Cohen to Marketers: Consumer Engagement Is Key

Cohen’s message is that the old ways of trying to connect via TV and other media just aren’t as effective as they used to be. What you need now is to make a connection with the potential consumer of your product or service. And the person who now has a relationship with the brand can then help spread the message via word of mouth.

Why Brand Success Is About Unique Experiences and Community (And a Massive Audience)

April Nowicki

Why Brand Success Is About Unique Experiences and Community (And a Massive Audience)

“Look at Amazon versus Walmart,” says GGV Capital’s Hans Tung.. “Amazon innovated much faster than Walmart. The way they approach things to make things happen fast, iterate, make changes, do a quick test, change again, test again, change again – that kind of speed is what we look for.”

Brad Feld: Startup Founders Should Focus on Defining ‘Cultural Norms’

David Hirschman

Brad Feld: Startup Founders Should Focus on Defining ‘Cultural Norms’

The Foundry Group and TechStars co-founder has seen his share of startups. He is co-author of the book “Startup Opportunities: Know When to Quit Your Day Job,” which had its second edition released last month. Street Fight caught up with Feld recently to talk about some of the trickier issues in starting a company.

LiveRamp Advances Data Identity Resolution in a Safe Place

April Nowicki

LiveRamp Advances Data Identity Resolution in a Safe Place

The company’s data store is only two years old, but it hosts more than 100,000 segments with content from 120 data providers. The term “identity resolution” refers to how LiveRamp matches user data points such as ages, genders, locations, incomes, marital statuses, and other information to get a detailed consumer picture.

Attribution and Measurement are Creating a Data Management Arms Race

April Nowicki

Attribution and Measurement are Creating a Data Management Arms Race

“When you look at the shifts taking place in the ecosystem, there’s such a focus on data for so many smart reasons from a marketer’s perspective,” says NinthDecimal CEO David Staas. “They really want to be able to better understand their customers, and one of the biggest problems is filling in that blind spot in customer intelligence.”

How Red Wing Shoes Finds Its Stride in Brand Marketing

Joao-Pierre Ruth

How Red Wing Shoes Finds Its Stride in Brand Marketing

Even with a history that spans more than 110 years, the company cannot take for granted that its product will remain front and center with buyers. Dave Schneider, Red Wing’s CMO, spoke with Street Fight recently about keeping the brand connected to its audience and the Wall of Honor, which lets customers share stories about their trusty, well-worn boots.

After Some Challenging Pivots, Moz Digs Deeper for Growth

David Hirschman

After Some Challenging Pivots, Moz Digs Deeper for Growth

After several years of fast growth pushing into a variety of different marketing products , the firm announced last August that it was laying off 28 percent of its workforce in order to refocus on its core competencies. We caught up with CEO Sarah Bird recently to talk about the changes and where she sees the digital marketing industry headed.