On this week’s edition of the Location-Based Marketing Association podcast: CS Hudson, Baidu Maps, XYO Protocol’s blockchain lab, Ariana Grande + YouTube, Alexa’s location alerts, Starbucks + Uber.
Jake Moskowitz: In media, transparency demands accountability. In other words, it means asking media suppliers to “prove it.” It means expecting suppliers to “show me the viewability and fraud percentages, and allow me to suppress ads from running next to unsafe content.” Today, when it pertains to data, transparency just means “tell me where the data came from”—that’s it. That is not enough.
“Local is a complicated world that is not currently served well by the tools of the organic world. The end of the year and the start of a new one is a great time to get folks thinking about how they might address this hole in our tool sets,” says Mike Blumenthal. He and David Mihm explore the weaknesses and possibilities among local search tools in their last column of 2018.
Greg Isbister: The next year will see a marked shift for location data. As consumers and businesses alike see more value and additional uses for this data, industry growth will continue to increase exponentially. Until regulations are put in place to increase security and transparency, it will be up to businesses to institute their own best practices, getting ahead of legislation to come.
In this Q&A, Civil co-founder and CEO Matthew Iles, Vivian Schiller, CEO of the Civil Foundation, and Matt Coolidge, co-founder and head of marketing at Civil, detail how their decentralized and community-owned journalism network can be a realistic answer to the “duopoly” of the giant Google and Facebook search and social platforms.
Though their terms are not identical, in essence both GDPR and CCPA are designed to give consumers the power to stop companies from collecting personal data, to review all personal data a company may have collected, and to request deletion of any stored data. Both regulations strike a major blow in favor of the concept that ownership of personal data ultimately resides with the individual and not with companies who may profit from it.
Beacons have grown into a nuanced component of successful mobile marketing. We’ve learned what they do best—strengthen advertiser approaches to metrics and measurement as well as the relevance and contextual richness of on-the-ground, in- or near-store experiences—and we’ve figured out that while push notifications can be a part of the story, they aren’t the main narrative.
Michelle Zhou: Location data can provide far better optics into consumer behavior than traditional data streams. Data from smartphones, social media, and other sources can track consumer purchases and migration in real time. Using data trends and insights, businesses can develop a comprehensive understanding of their customers and make the most informed business decisions.
Damian Rollison: The annual report’s main takeaways are clear: to rank competitively for local searches today, you must focus your attention on three areas: one, providing Google with as much relevant local content as possible; two, pleasing your customers, pointing them to where they can review your business, and responding to their reviews; and three, creating a useful, relevant local landing page or website with authoritative backlinks.
The Local Media Association is working to build a Business Model Accelerator that will chart sustainable revenue paths for local media and, in turn, enhance the vital role that they must play in their communities. In this Q&A, LMA Chief Innovation Officer Jed Williams sketches out this far-ranging quest to give local news a central place in community and ensure the industry will be around for the long run.
The U.S. recently joined countries taking action on data privacy with the California Consumer Privacy Act (CCPA), which was signed by Governor Jerry Brown on June 28, 2018. The CCPA will protect the rights of California consumers and encourage stronger privacy online and greater transparency overall.
Mike Blumenthal and David Mihm: In the case of Q&A, reviews, and the coming sports commenting feature, Google is looking to gain a better understanding of the entity, and in the case of the sharing buttons and the new ability to follow a business, Google is looking to better understand the individual so that it can improve the search experience now and in the future. That would be a very Googly social network.