Street Fight Daily: GrubHub Prices IPO, Flurry Tracks Users Offline

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology

 grubhub-300x300GrubHub Sets Price Range for I.P.O. (New York Times)
On Monday, the online food ordering service took a step closer to actually being on Wall Street. The company said in an amended prospectus that it planned to sell more than seven million shares in an initial public offering at $20 to $22 a share. At the midpoint, that would value GrubHub at more than $1.72 billion.

5 Local Marketplaces for Childcare Services (Street Fight)
What Uber has done for transportation and ZocDoc has done for local physician services, a handful of hyperlocal vendors are aiming to now do for childcare. Local marketplaces for childcare services are harnessing technology to facilitate online networking within physical communities.

Flurry Launches Service to Track Mobile App Users, Offline (AdAge)
At the moment, a company like Ford can count the downloads of its mobile-app and even blast out ads for the app to “car enthusiasts.” Soon, thanks to new service from mobile analytics firm Flurry, they’ll know if the app users actually crossed into a dealership.

A New Way to Think About Local: Last Mile Advertising (Street Fight)
Neg Norton: While advertisers today seek to take advantage of an increasingly fragmented media environment, those focused on local advertising have different challenges and opportunities in that they are in closer proximity to the point of purchase. Even with the tremendous growth of online shopping and e-commerce, two-thirds of all local purchases are still taking place in-person at brick-and-mortar locations.

China Set to Cap Transfers Using Mobile-Payment Services (Wall Street Journal)
China’s largest Internet firms have had startling success elbowing their way onto the turf of the state-run banks, but now the country’s banks and regulators are pushing back. The central bank said Monday that it would set limits on the amount Chinese can spend using smartphone payment services.

Consumers Hate In-Store Tracking (but Retailers, Startups and Investors Love it (Fortune)
Despite excitement from the business world, consumers aren’t keen on the latest innovations in retail advertising. According to a survey, 77% of respondents find in-store tracking unacceptable, and 81% said they don’t trust retailers to keep data private and secure.

AT&T Shuts Down Alerts Beta to Revamp (LightReading)
AT&T Mobility is shutting down its location-based “Alerts” text-message-based marketing program at the end of the month and plans to release an updated version of the service later this year. The service allowed users to text a short code to AT&T to opt in to the service and begin receiving discounts, rewards and offers via text message when they were near participating retailers.

Analysts Betting Yelp Can Overcome Google Dependence (Forbes)
Positive reviews from Wall Street are rolling in for Yelpafter the siteannounced last week that it has entered a strategic deal with YP. Despite a stellar 2013, JMP Securities’ Ronald Josey argued that Yelp stands to see continues share price gains thanks to a strong lead in number of reviews, as well as significant room to grow in local advertising.

Thinknear: Mobile Location Is Wrong More than It’s Right (Screenwerk)
Greg Sterling: Thinknear CEO Eli Portnoy says that today roughly 68% of mobile display impressions carry a lat-long. Portnoy went on to explain, however, that majority of these impressions are inaccurate. This, he explains, is the “dirty secret” of mobile advertising when it comes to location.

Social Media, Locator Features Increase In Mobile Ads (MediaPost)
A new study from Milennial Media media finds that the number of ads with store locators nearly doubled in 2013. Retailers were most likely to use the store locator feature in ads (29% of campaigns), while CPG companies were most apt to rely on social media (19%) as a tactic for enticing users.

Groupon Therapy (Economist)
Despite vigorous marketing since it entered South Korea’s thriving e-commerce market in 2011, Groupon Korea has remained a laggard behind the three big domestic rivals. The decision to close its Korean subsidiary comes only a couple of months after Groupon bought TicketMonster for $260m — making South Korea Groupon’s second-largest market outside America.

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