Street Fight Daily: Google Updates Analytics App, Ad Buyers Talk Digital Platforms

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

Google Updates Analytics App, Providing Insights in Five Minutes (AdAge)
Google said Friday it will provide a new stream of automated insights in its Google Analytics mobile app, allowing marketers to see key data metrics in a matter of minutes. Previously, it could take marketers several hours to discover the same data points, Google said.

Why Data Attributes Power the Long Tail of Local Search (Street Fight)
Gib Olander: The mandate for brands is simple: manage data attributes as a crucial element of your location marketing strategy. But it’s not enough to create attributes. You need to constantly monitor the ever-changing nature of your business and your customers and be ready to act on your attributes as needed.

What Ad Buyers Think About Facebook, Twitter, and Everything In Between (AdWeek)
The major digital media platforms have made the advertising universe a complicated, fragmented place. We asked seven ad buyers — from three consumer brands and three agencies, plus one independent — to talk about what’s right and what’s wrong with a dozen platforms with which they do business.

5 Predictive Ordering Platforms for Restaurants (Street Fight)
One area where restaurant owners struggle is inventory management — that is, predicting how many diners will show up at a given time and how much food they’ll consume. But many restaurant owners don’t realize that a number of hyperlocal platforms are already offering solutions to help with this issue.

To Run a Killer Loyalty Program, Retailers Need to Think Big (eMarketer)
Research from Bond Brand Loyalty, in partnership with Visa, found that the average internet user in North America belongs to about 13 loyalty programs for companies in various industries. Yet members are only actively participating in about half of the initiatives they have signed up for.

Mobile Coupon Users on the Rise (MediaPost)
According to eMarketer, the number of adult mobile coupon users in the US rose nearly 18% to 92.6 million in 2015. By the end of 2016, mobile coupon users will increase by 11% to 104 million in the US.

Trending Stories and Topics Pop Up on Google’s Homepage (Fortune)
A new feature from read-it-later service Pocket causes Google’s home page to show three trending news stories on its home page — right under its iconic search bar — as well as three “trending topics.” As noted below, it’s unclear if Google is involved in the feature, or if it is solely a Pocket initiative.

Why SEO Isn’t Right for Every Business (Search Engine Land)
Marcus Miller: In this article, I am going to look at a few common scenarios we see at my agency where we have been contacted for SEO and have fed back that we believe that SEO is either not aligned with their requirements or there is some other form of mismatch (speed, budget, etc.)

What The Guardian Has Learned from Chatbots (Digiday)
For the past two months, the Guardian has been testing a Facebook Messenger bot. Now, it’s using the learnings to shape its main news bot, which launched a week ago. We spoke to Martin Belam, The Guardian’s social and new formats editor; and Chris Wilk, group product manager for off-platform, about what they’ve learned.

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Joe Zappa is the Managing Editor of Street Fight. He has spearheaded the newsroom's editorial operations since 2018. Joe is an ad/martech veteran who has covered the space since 2015. You can contact him at [email protected]