TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA
Google and MasterCard Cut a Secret Ad Deal to Establish Attribution (Bloomberg)
For the past year, select Google advertisers have had access to a potent new tool to track whether the ads they ran online led to a sale at a physical store in the U.S. That insight came thanks in part to a stockpile of Mastercard transactions that Google paid for.
Why Publishers Are Transitioning to Affiliate Marketing (Street Fight)
Affiliate marketing spend will hit $6.8 billion by 2020, as major publishers like Business Insider, Forbes, and Conde Nast shift their approach in order to appeal to advertisers who are demanding more transparency and value.
Possibly Foreshadowing Retail Trend to Come, a Shop Exchanges ‘Free’ Coffee for Data (Digiday)
To access free coffee, customers have to be students or faculty members who provide personal data including their names, dates of birth and work experience through an online registration process. The company is now planning to expand to more U.S. locations by end of the year.
Street Culture: Adcellerant Won’t Take Your Coffee Away (Street Fight)
Adcellerant has been on Inc.’s Best Workplaces list for the last two years and ranked as the No. 2 best place to work in Colorado for a medium-sized company this year by the Denver Business Journal. The company was founded in 2013 and currently employs about 40 people.
Weebly Brings More E-Commerce Features to Mobile (TechCrunch)
Weebly is part of Square now, but it continues to update as a standalone product. This week, for example, the company announced a number of new e-commerce features for the Weebly mobile app.
LBMA Podcast: McDonald’s, Google Sued, Telnav & Sionic Mobile (Street Fight)
Featured on this week’s Location-Based Marketing Association podcast: Telnav + Sionic Mobile, Telestra, Keyo’s pay by palm, McDonald’s, Dove’s AR cover campaign, Google sued. Special guest: Robert Radek, GEON Network.
ANALYTICS & ATTRIBUTION
How to Capitalize on the Competitive Advantage of Real-Time Data Analysis (Search Engine Land)
Stela Yordanova: The real-time report in Google Analytics allows you to monitor website activity as it actually occurs on your website or app. The report is continuously updated, and website activity is reported just a few seconds after it happens.
Amazon Is Testing an Attribution Pixel, a Key Step in Rivaling Duopoly (Digiday)
The retailer is testing its Amazon Attribution tool, which lets advertisers compare whether ads on its sites are more effective than those on its rivals. Only those advertisers that sell on Amazon, rather than through it, are being invited to the free trial.
OUT WITH THE OLD…
The Retail Apocalypse, In Pictures (Fast Company)
Photographer Jesse Rieser’s photo essay depicts hollowed-out malls and big box stores around Phoenix that have shifted to, as he describes it, housing “shipping, fulfillment, call, and server centers, now essential for e-commerce.”
DoorDash Blends Brand and Performance, Delivering the Marketing Goods (AdExchanger)
When DoorDash partnered with The Cheesecake Factory in December to give away 10,000 free slices of cheesecake, the food delivery app set up a cross-functional war room to deal with the logistical complexity.