Local Data | Street Fight

Cost-Per-Visit and Bad Location Data: Are You Really Getting What You Pay For?

Alistair Goodman

Cost-Per-Visit and Bad Location Data: Are You Really Getting What You Pay For?

CPV is generating a welcome dialogue in the ad industry as it wrestles with questions such as how to value repeat customer visits and how much is a visit worth. Key to answering all these questions, though, is clearly understanding the accuracy of the underlying location data being used to score the visit.

So Long Local Search — Hello Machine-Directed Discovery

Gideon Rubin

So Long Local Search — Hello Machine-Directed Discovery

Whatever you thought you knew about getting your business found online and on mobile, or whatever you are currently learning, is already obsolete. The way consumers interact with search technology today is on its way out. Why? Autonomous cars, artificial intelligence and voice commands are all transforming search into something we can only begin to imagine.

‘Deep Audience’: Reach, the Location-Rich Media-Mix, and the Whole Marketing Picture

Jon Friedman

‘Deep Audience’: Reach, the Location-Rich Media-Mix, and the Whole Marketing Picture

TV and other legacy platforms are evolving to become more precise. These forces reflect brands’ desire to reach the people they’ve identified as most amenable to their products, and they reflect the desire to do so with messaging that is deeply relevant to consumers’ lifestyles and interests.

How New Location Data Tools Are Making Attribution a Reality

Neil Sweeney

How New Location Data Tools Are Making Attribution a Reality

The future of retail and attribution is evolving quickly and allowing brands for the first time to have a better understanding of how effective their advertising is. While the search for in-store attribution is at the top of the every marketer’s wish list it’s important that all know the strengths and weaknesses of each methodology.

It’s Valuable, But Is It Accurate? LBMA Report Shines Light On Marketers’ Location Data Issues

Nicole Spector

It’s Valuable, But Is It Accurate? LBMA Report Shines Light On Marketers’ Location Data Issues

According to a new survey, while 77 percent of marketers think that location based data is valuable, only 66 percent of them feel that it is accurate. This is a troubling discrepancy indicating that there is a lot of work to be done in standardization and verification.