News and Analysis
Lytics Debuts Conductor to Unify Customer Data
As brands more often deploy multiple customer data platform to craft a holistic picture of customers using their martech stack, the CDP Lytics released Conductor, which it is calling the “centerpiece” of its “composable” CDP. Conductor is a customer data infrastructure product that aims to cut costs and generate greater ROI by unifying a company’s customer data.
Commentary
Marketers, Give the People What They Want: Control
There’s a reason ad blocking exists — because many ads aren’t very good, and because consumers rarely get to choose the ads to which they’re exposed to If we change that dynamic by putting the power in their hands, there’s a huge fringe benefit: Ad recall and favorability go up. And if the consumer chooses your ad specifically, favorability and ad recall surge even higher. Why? Because they own the experience and have control. We’re talking stickiness, something every brand wants for their advertising.
Why You Should Be Using a Demand-Side Platform for Location Advertising
Advertising in 2020 is about the use of precision data, iterative learning, and the ability to be everywhere to a niche group of users.
A key element of success for many advertising agencies, and their clients, is the deployment of a demand-side platform. In this article, we’ll talk about what they are, how they are integral for location-dependent advertisers, and how you can access them.
Latest Posts
Word of Mouth Remains Vital for Loyalty in Digital Age
Pundits have speculated that loyalty is becoming less and less important as mobile and especially voice search drive the consumer toward the most convenient purchasing options. That may be true, but the report indicates loyalty remains a powerful factor, with 53% of consumers saying they are more likely to buy from a retailer they know and trust.
The Genesis Story: Why It’s a Key Part of an Effective Marketing Strategy
The cornerstone of a company’s brand narrative and storytelling efforts will all spring from the brand’s genesis story. The story of the creation of the brand, the who, the why, and the what of it, are the threads that weave the brand’s story together. A genesis story tells the consumer not only what the brand is and how it was created, but also about the brand’s values, what kind of company they are, and what kinds of people work there. Think of the brand genesis story as the brand legend.
5 Questions Brands Must Ask Their Agency About Location Data
Advertisers are unknowingly wasting 30 to 50%, and as much as 80%, of their location-based targeting spend on inaccurate, poor-quality data, some of which is fraudulent. They are being told by their partners that “everything is fine,” but the answers to a few questions could reveal a very different story.
Here are five questions brand managers should be asking their agency partners about location data. The answers will help vet the quality of the data you are purchasing.
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.
Consumers Still Do Not Understand How Companies Use Their Data
More than one year after the implementation of GDPR in Europe and with CCPA looming, consumers still have no idea how and why companies like Google and Facebook collect their data. That’s according to a global survey by mobile marketing firm Ogury, the largest of its kind to ask consumers about their understanding of marketing and privacy.
Nearly 40% of respondents in both Europe and the US were ignorant of what GDPR is. But more significant is that 52% of consumers report not understanding how their data is used.
Behind the Rise of Data Transparency
As technological capabilities accelerate and data regulations increase, brands should home in on data privacy. Focusing on data transparency will ensure you stay out of legal trouble while also earning more loyal, trusting customers. Consumers understand that you have data — it’s how you use it and share your practices that can make or break these important relationships.
Allset Redefines Its Position in the Mobile Ordering Space
Standing out in the mobile ordering space isn’t easy. GrubHub, Uber Eats, Door Dash, and dozens of other mobile ordering platforms are competing for business in what’s already become a tight market. So how does an outsider break into the business, and break away from the competition?
For companies like Allset, the answer is to create entirely new services that competitors aren’t offering.
Letter From the Editor: How Will 2019 Be Remembered?
Perhaps the topic we’ll remember most from this year is the rising attention to and hand wringing over privacy. In the media and advertising worlds, especially subsectors that pertain to location data, executives and consumers are feeling the broader privacy discussion acutely. We just passed the one-year mark for GDPR.
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