Location | Street Fight

Location Targeting is Nothing Without the Facts to Back it Up

Ray Kingman

Location Targeting is Nothing Without the Facts to Back it Up

Doing location targeting right is no simple matter, and common claims about it require further scrutiny. Accuracy of a location through parcel targeting, a rapid refresh audience strategy, and reaching the right people at scale through IP and cross-device targeting will make a major difference in location-based campaign outcomes.

#SFSNYC: GroundTruth Turns On-the-Ground Data Into IRL Transactions

Anna Kramer

#SFSNYC: GroundTruth Turns On-the-Ground Data Into IRL Transactions

When consumers visit physical stores, the likelihood that they will complete a purchase shoots up, especially in comparison to the likelihood they will make a purchase after visiting a digital site. “Visits lead to sales,” was the message of Hongzhe Sun of GroundTruth, one of the sponsors of Street Fight Summit in New York Wednesday.

Blaze Pizza Leverages Mobile App, Instagram, Events to Entice and Keep Customers

Kate Talerico

Blaze Pizza Leverages Mobile App, Instagram, Events to Entice and Keep Customers

Blaze Pizza has branded itself as the on-the-go pizza option for millennials. In-app mobile ordering, location technology, and a focus on partnering with local franchise owners who know their neighborhoods have allowed Blaze to maintain a robust loyalty program and keep its customers coming back.

6 Self-Service Location Intelligence Solutions

Stephanie Miles

6 Self-Service Location Intelligence Solutions

By opening their platforms up as self-service solutions, location intelligence firms are hoping to provide clients with more open access and to inspire creativity in using existing tools in new and innovative ways. Here are six examples of vendors providing location intelligence capabilities to clients through a self-service model.

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.

Case Study: North Dakota Tourism Uses Location Data to Reinforce Media Buying Strategies

Stephanie Miles

Case Study: North Dakota Tourism Uses Location Data to Reinforce Media Buying Strategies

At North Dakota Tourism, marketing manager Heather LeMoine found a way to use mobile location tracking to learn more about the differences between U.S. and Canadian travelers. Using the information, she’s been able to adjust her organization’s media plan to ensure more successful campaigns.

Placed Analysis Uncovers Location Data Biases

Stephanie Miles

Placed Analysis Uncovers Location Data Biases

According to a new report released by the location-driven insights firm Placed, accuracy has fallen by the wayside in the rapidly expanding location-based advertising industry, which is estimated to reach nearly $30 billion by 2020. Placed’s analysis found that just 1% of locations are accurate enough to identify a store visit.

inMarket Expands Audiences Segmenting Product in Bid to Fix Programmatic Location Accuracy

Stephanie Miles

inMarket Expands Audiences Segmenting Product in Bid to Fix Programmatic Location Accuracy

In-store advertising vendor inMarket is expanding its offerings to agency trading desks this morning, with the announcement that it’s opening up its Audiences segmenting product as a self-service solution. Beginning today, agency bid desks will be able to use inMarket’s reservoir of first-party location data to enable hyperlocal targeting.