Street Fight Daily: Shopper Intent and Location, Brands Tap Pokémon Go

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

Can Insights on Shopper Intent Improve Location Data? (GeoMarketing)
Marketing tech companies across the spectrum are racing to establish attribution. While geo-data quality varies, mobile analytics platform NinthDecimal is partnering with predictive data specialist Qualia on layering the consumer patterns created by location signals with insights on shopper intent gleaned.

flok Launches Chatbots to Bolster Customer Engagement for Local Businesses (Street Fight)
With chatbot technology, communications between local businesses and their customers via flok can now evolve into more complex conversations. These conversations yield better data for the business owner and more detailed information as well as a more engaging customer service experience for the consumer.

This Brand Found a Clever Way to Connect with Pokémon Go Players (Adweek)
On Wednesday, the yogurt brand and mobile advertising company Aki Technologies will kick off a four-week campaign targeting 10,000 Pokéstops — the virtual landmarks where players collect characters and points — in popular apps consumers often use in conjunction with Pokémon Go, like weather or messaging apps.

7 Call Analytics Platforms Using Machine Learning to Identify Caller Intent (Street Fight)
Providers are introducing adaptive learning technology to categorize data and generate insights from inbound phone calls, giving merchants the ability to better understand what types of telephone calls are being driven. Here are seven examples of call analytics and attribution providers using advanced technology to identify caller intent.

Shopper Marketing is Moving from In-Store to Omnichannel (MediaPost)
According to a report from the Association of National Advertisers and GfK, investment in shopper marketing programs is expected to increase nearly 6%, to $18.6 billion by 2020. Mobile has become a key component of shopper marketing efforts, with marketers attempting to engage consumers not only in stores, but also post-visit and through geolocation technologies.

Google Maps Updates Design, Adds Business Photo Carousel (Search Engine Land)
Google has updated the design of the maps interface to make it easier for their maps users to navigate and discover places. This update was done across Google Maps on desktop, Android and iOS and specifically impacts the maps interface.

Mobile Search: It’s Different (Forrester Blogs)
Jennifer Wise and Julie Ask: Forrester conducted an in-depth analysis of how consumers use Google search on mobile versus desktop devices to parse-out how consumers use the two devices differently. This article lists a number of differences between mobile and desktop search that marketers must know.

Personalization is the Primary End Goal of Data-Driven Marketing (Business Insider)
Personalization has been deemed one of the most important tools for data-driven marketing, according to more than 70% of 220 marketing experts surveyed by Ascend2. Being able to personalize an email, push notification, or landing page, rather than sending out a blast campaign, is key to heightening the user experience and therefore increases the success of marketing campaigns.

With Yahoo Deal, Verizon Sets Sights on Facebook, Google (Wall Street Journal)
Verizon is gunning for Facebook and Google. Its $4.83 billion deal to acquire Yahoo announced Monday will allow the nation’s biggest wireless carrier to become a meaningful player in the digital media industry, which could be as large as $180 billion by 2020, CEO Lowell McAdam said. (Subscription required.)

Twitter, Grappling with Anemic Growth, Tries to Boost its Ad Business (New York Times)
Over the last six months, Twitter has experienced slower growth in advertiser demand, spooking investors and causing its stock to plummet. The company is also working on bolstering what is called direct response advertising, which prompts users to take an action like downloading a mobile app or signing up for a newsletter.

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