#SFSW16: Location Solves Data Glut Says HERE Exec
Goubert says one of the biggest questions that comes up when people start talking about data is, is more always better? “We all love data because we think data is the oil of the next industry,” he said. “We all want more.” But collecting data for the sake of collecting data is a common mistake, and Goubert said the first step in solving most big data dilemmas is to add a location angle…
#SFSW16: Loyalty is Back, and It’s Big, But It’s Not Cutting-Edge
“The premise of our business is that in the past you walk into your local business and everybody knows who you are. It is a very familial relational space,” Ho said. “Our goal is to help these business owners treat every single [customer] as a unique individual. Not long from now it’s either going to be like Minority Report or like Cheers. We want it to be like Cheers.”…
#SFSW16: YP’s Biggest Competitor? SMBs’ ‘Guy’
Fragmentation is changing the local marketing industry, with smaller sellers encroaching on a space that was once reserved for large national agencies. At Street Fight Summit West, YP CEO David Krantz said the influx of competition is making it tougher to sell bigger advertising services.
Pingup Partners with Yahoo to Expand Online Booking for Local Services
Pingup, which describes itself as a “transaction platform for local services,” announced a new partnership with Yahoo this morning. The move expands Pingup’s publisher network, allowing users searching for local services on Yahoo to book an appointment on-demand through the Pingup platform.
Street Fight Daily: Publisher Reach on Facebook Declines, Grocery May Be Next Boon for Amazon
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Publisher Reach on Facebook is Down 42% Since January… Shipping, Business Supplies, and Grocery Delivery — Not Echo — Most Likely to Be Amazon’s Next Growth Driver… What’s Next for Tronc: Scooping Up Other Newspapers…
Moz CEO: Establishing Attribution Is About Building Businesses’ Trust
A lot of local marketing companies are operating in the shadow of prior practices and companies that created a lot of distrust in the market, says Moz CEO Sarah Bird, who will be a speaker at Street Fight Summit West next week: “Part of the vision of online-to-offline attribution is to overcome that snake oil effect and build trust so you can point to data.”
Lee Enterprises and Okanjo Team Up to Match Ads to News ‘Sentiment’
Up until now, most digital ad targeting has focused on marrying the right ad with the individual user. But that kind of targeting can be hit or miss. This new partnership will try and connect the right kind of ad messages to the right editorial content across Lee’s 20 million monthly visitors.
Survey: Some National-to-Local Marketers Still Need Convincing on Digital Effectiveness
Street Fight surveyed over 200 managers and decision makers at big companies in retail, financial services, and other industries. We asked them about spending patterns, perceived effectiveness, pain points, etc., around their local marketing and advertising efforts.