Heard on the Street, Episode 33: Building Network Effect for Location Intelligence

Responsible location intelligence involves practices like “stop data,” to measure users’ location dwell times, and the scale Foursquare achieves in its network of app publishers. Placed is one of the first location data players and a leader in attribution since 2011.

Now that the two companies have come together via acquisition, how does that position Foursquare for interstellar domination of the location intelligence market? It’s about greater capability and scale, say Foursquare’s Josh Cohen and David Shim, our guests on the latest episode of Heard on the Street.

Heard on the Street, Episode 32: Is Messaging the Next Brand Channel?

Conversational commerce, brands’ ability to interact with customers through messaging, continues to evolve. According to Quiq CEO Mike Myer, our latest guest on Heard on the Street, this is a function of the technology but also cultural factors that deter consumers from traditional channels like email and phone.

“Waiting for email to come back is like watching paint dry,” he told us. “So, if you’re in the purchase process, you’re going to go somewhere else to buy if you’re on a brand’s website and you have to interact with them on email. And making a phone call: There’s a whole generation of people who aren’t very fond of phone calls.”

Heard on the Street, Episode 31: CDPs and Israeli Innovation

As data science continues to collide with digital marketing, customer behavior metrics are reaching new levels of actionable insight. But counteracting that advantage is the growing fragmentation of devices and platforms used in the path to purchase, making it harder to get a single view of the customer.

This is the world of customer data platforms (CDPs), and it is where Optimove hangs its hat. Founder & CEO Pini Yakuel explains to us on the latest episode of Heard on the Street how the company helps brands and multi-location retailers get the insights they need to better serve their customers.

Heard on the Street, Episode 30: The Art of Digital Persuasion, with Jeff Hasen, Part II

Amid accelerated disruption in digital media, consumer touch points continue to fragment. That includes a growing list of interfaces and delivery channels for content—everything from smartphones to watches to headphones and speakers. So what’s a marketer to do?

This is the topic of Jeff Hasen’s third and most recent book, The Art of Digital Persuasion, which we discuss with the author on the latest episode of the Heard on the Street Podcast. In addition to marketing tactics, Hasen brings other sorts of savoir-faire to the table as a journalist and ad agency exec.

Heard on the Street, Episode 29: Push Notifications and Tech History, with Airship’s Mike Stone

Airship has been innovating around push notifications for more than a decade, a lifetime in internet years. Airship SVP of Marketing Mike Stone, the latest guest on Street Fight’s Heard on the Street podcast, broke down the company’s approach to the mobile marketing business.

“There are two dimensions. One is the proliferation of devices and the channels that are attached to them, but there’s also that much more difficult thing of what consumers are willing to do,” said Stone. “The devices are one thing, but it’s also, once they’re there, where’s that line of creepy versus helpful.”

Heard on the Street, Episode 28: Location-Based Survival of the Fittest, With Gimbal

According to Gimbal’s SVP of location platforms Adrian Tompsett, the key to the location business is having a long-term and holistic view of customer value. That means using location intelligence to go beyond just triggering promotions to increase the customers’ basket size, instead using the technology in ways that will provide additional value in the long term.

Heard on the Street, Episode 27: Location & Brand Evolution with Factual, Part 2

Factual, one of many companies in the location intelligence space, emphasizes offline foot traffic and “visitation insights.” Tracking the elusive online-to-offline buying journey is the name of the game, and Factual touts the advantage of a 300-million device observation graph. Factual VP Ocean Fine breaks down her company’s approach to location on our latest podcast.

Heard on the Street, Episode 26: The Art of Digital Persuasion, with Jeff Hasen

Amid accelerated disruption in digital media, consumer touch points continue to fragment. That includes a growing list of interfaces and delivery channels for content—everything from smartphones to watches to headphones and speakers. So what’s a marketer to do?

This is the topic of Jeff Hasen’s third and most recent book, The Art of Digital Persuasion, which we discuss with the author on the latest episode of the Heard on the Street Podcast. In addition to lots of marketing tactics, Hasen has also learned a lot in a career that includes work as both a journalist and an ad agency exec.

Heard on the Street, Episode 25: Location, Brand Evolution, and Career Lessons, with Factual

Brands want to engage consumers. Though that’s an obvious statement and a universal truth, how it happens is a moving target that shifts with consumer technology. Success in the ad tech world requires intellectual curiosity about emerging tech and a desire to dig into the details.

Factual VP of Agency & Strategic Partnerships Ocean Fine considers that curiosity essential to her success and the victories of any company in ad tech. The latest guest on Street Fight’s Heard on the Street Podcast, she’s inspired by the smartphone’s transformation and advises marketing execs to be attack-ready for all emerging tech.

Heard on the Street, Episode 24: Lowering Friction for Video Ads Part 2, with Waymark

Video has always been a coveted ad medium for local businesses. It carries a certain vanity factor and a high perceived ROI (and real ROI, depending on other factors). But one barrier has always been the creative production, which often results in low quality. We’ve all seen those cheesy auto-dealer ads.

Fortunately, technical barriers are lowering, says Waymark CEO Nathan Labenz in the latest episode of Street Fight’s Heard on the Street Podcast. In this episode, we feature part II of our interview with Labenz and pick up where we left off in discussing distribution strategies. If half the battle in video ads is creation, the other half is distribution.

Heard on the Street, Episode 23: Google, AI, 5G and Marketing Champagne

What do Google’s AI-fueled search results, 5G, and marketing champagne all have in common? They’re the central topics of a roundtable discussion on the latest episode of Street Fight’s podcast, Heard on the Street.

As we do quarterly, this is a bonus episode that puts aside our typical interview format and instead invites the leading thinkers from the Street Fight newsroom and executive ranks to discuss news and insights that are top of mind.

Heard on the Street, Episode 22: The Art and Science of Customer Data Platforms

As data science continues to collide with digital marketing, customer behavior metrics are reaching new levels of actionable insight. But counteracting that advantage is the growing fragmentation of devices and platforms used in the path to purchase, making it harder to get a single view of the customer.

This is the world of customer data platforms (CDPs), and it is where Amperity hangs its hat. With a technological edge and specialization in identity, VP of strategic services Matthew Biboud-Lubeck explains to us on the latest episode of Heard on the Street how the company helps brands get the insights they need to better serve their customers.

Heard on the Street, Episode 21: Lowering Friction for Video Ads, with Waymark

Video has always been a coveted ad medium for local businesses. It carries a certain vanity factor and a high perceived ROI (and real ROI, depending on other factors). But one barrier has always been the creative production, which often results in low quality. We’ve all seen those cheesy auto-dealer ads. Fortunately, technical barriers are lowering, says Waymark CEO Nathan Labenz in the latest episode of Street Fight’s Heard on the Street Podcast.

Heard on the Street, Episode 20: Local Reviews Tactics from a Travel Giant

Even in a hyper technology-driven world, one of the most influential forms of local marketing remains word of mouth. But of course that universal principle has taken on new digital formats, including social influence and good-old local business reviews. Reviews optimization is the name of today’s game. We spoke to TripAdvisor Restaurant Division Lead Mark Goloboy on the latest episode of Street Fight’s Heard on the Street podcast to find out how his company is innovating in reputation and identify best practices for businesses.

Heard on the Street, Episode 19: Fusing the Best of Online and Offline Shopping, with Trevor Sumner

We’ve been hearing a lot about “retailpocolypse,” which raises the question of what 2019 has in store for retail (excuse the pun). This question threaded the many topics we batted around with Perch Interactive CEO Trevor Sumner on the latest episode of Street Fight’s Heard on the Street podcast.

Heard on the Street, Episode 18: Local Marketing is All About Content, with Andrew Beckman

What are the latest developments in location-based advertising and marketing for large national brands? This question anchored the many topics we batted around with Location3 chairman Andrew Beckman on the latest episode of Street Fight’s Heard on the Street podcast.

Heard on the Street, Episode 17: Local SEO and Seeing the Matrix, with Andrew Shotland

What are the latest developments in local search ranking factors and SEO? These were a few topics we batted around with Local SEO Guide CEO Andrew Shotland on the latest episode of Street Fight’s Heard on the Street podcast.

Heard on the Street, Episode 16: Holiday Shopping Roundtable

What are the latest tactics in localized marketing, and how do they map to retail strategies as we enter the holiday season? This was the topic we batted around in a Street Fight roundtable for the latest episode of the Heard on the Street podcast.

Heard On the Street, Episode 15: Expanding the Local Marketing Suite, with David Mihm

As the media world continues to expand and fragment, services targeted at local businesses are likewise evolving into a more holistic set of marketing channels. A good example of that evolution can be seen at ThriveHive, as we discussed with the company’s newest member and longtime Street Fight contributor, David Mihm, on the latest episode of Heard on the Street.

Heard on the Street, Episode 14: Boosting Sales with Google My Business

During September’s Brandify Summit, we listened to an in-depth case study from Dick’s Sporting Goods on sharpening a localized search marketing strategy for multilocation brands around things like Google Posts. We feature that talk in the latest episode of Heard on the Street (see above).