News and Analysis
Heap Raises $110M to Fund the Future of Digital Analytics
Heap, a startup that helps businesses build better digital experiences by surfacing hidden friction and opportunities in the customer journey, has closed on a $110 million Series D round. That brings the company’s valuation to $960 million and solidifies Heap as one of this year’s heavy-hitters among digital analytics platforms for product builders, growth marketers, and analytics teams.
Yelp: Consumers Want Reviews, Not Just Ratings. OK, Google?
For Yelp, consumers’ stated preference for written reviews is good news to share, as the company forces reviewers to leave written text, whereas Big Tech rival Google, which has gained sway in the local reputation space in recent years, allows reviewers to leave a rating out of five stars without further commentary.
Commentary
LBMA Vidcast: InMarket Acquires ThinkNear, Google Assistant Upgrade
On this week’s Location-Based Marketing Association podcast: InMarket acquires Thinknear, Google Assistant lets you send reminders to others, Kraken Rum’s dining experience in London, Wirecard launches app in North America, Nike buys Celect for data science, Infiniti teams up with JCDecaux in Russia.
Back-to-School Retailing Is Now All About Using Mobile Data to Help Your Customers
Back to School (BTS) is a $53 billion shopping season that’s entering its final stage as parents and college students take care of school supplies and clothing needs before Labor Day. And as we close out this decade and look to the 2020s, the combination of mobile technology, hyperlocal commerce, and consumer expectations make this a fascinating juncture in BTS history.
Fortunately, these complex market scenarios represent more of a golden opportunity than a paradox due to the promise of mobile. Here are two reasons why national and local brands should leverage data to bridge the online-offline gap and improve their BTS sales.
How the Newest 5 Features from Google will Change the Role of UA Managers
Facebook and Google still haven’t figured out how to automate creative. They can’t really even automate creative testing yet. So, take all the time you used to spend with bids and budgets and media buying and shift it to creative. Odds are, you aren’t spending even 2-3 hours a week monitoring and analyzing your competitors’ ads. Shift from bid edits and go do that. Or even better, spend 4-8 hours a week monitoring and analyzing competitor’s ads, and even ads from outside your industry. This research can result in blockbuster new creative concepts — the type of 100x ads that rocket ROAS.
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