News and Analysis
New Hires: Outbrain, Treasure Data, Razorfish
This Street Fight roundup features new hires in the spaces Street Fight covers: adtech, martech, e-commerce, localized marketing, location intelligence, and more. This month’s roundup features new hires at Outbrain, Treasure Data, Razorsfish, and TMB.
Wyng Partnership Enables Personalization with Zero-Party Data
The zero-party data platform Wyng has found a strategic partner to bring its real-time data connector to life. The company recently announced a deal with Qualtrics, an experience management firm, and the release of Wyng Connector for Qualtrics, a real-time data connector available in the Qualtrics XM Marketplace.
Does a Bipartisan Bill Threaten the Autonomy of Local Platforms?
The push to regulate big tech is not new. In fact, a bill similar to the American Innovation and Choice Online Act was introduced by the House of Representatives last year, only to be relegated to the legislative back burner. So far, no meaningful legislation has made its way into law, but each new effort in that direction reawakens the possibility that companies like Google will eventually need to modify their practices to remove bias towards themselves.
Commentary
Consulting Firms and Agencies Are the Perfect Complement for Data-as-a-Service
External data is incredibly hard to use and make sense of. After all, it is just data. It is usually delivered via a big CSV dump or API call. Most data companies just hand off the data to their customers and say “good luck.” In fact, a decent amount of purchased data just sits on the shelf and is never used.
This is where the forward-thinking consulting firms and agencies come in. They have a massive opportunity to help organizations make use of external data.
Half of Organizations Send the Wrong Marketing Messages to Customers
The result of this data deluge? Organizations lack the insight into their customers they desperately need to deliver meaningful experiences, secure sales, and retain customers. New research estimates 48% of them struggle to gain these insights due to the data silos and more than half admit they don’t have a full picture of their marketing data and their customer journey.
Given the many challenges marketers are up against, it’s no wonder they struggle to define their customer journeys and optimize customer interactions. Below I offer some advice for those in this data struggle.
Multi-Location Marketers Want to Do More Social Advertising, But One Big Thing Stands in the Way
Unlike search, social is a push medium that marketers can use to reach new audiences. Social can leverage rich ad formats such as mouth-watering images of restaurant dishes, explainer videos for complex products, and eye-catching celebrity or influencer endorsements that are much more impactful and engaging at storytelling than search.
Today’s local enterprise advertisers know that they should be leveraging the one-two punch of search and social together. One day they will. But until social advertising can offer the same streamlined workflow that can make managing hundreds or thousands of locations as easy as search makes it, social will still lag behind in the local marketing media portfolio.
Latest Posts
Openings and New Hires at Pinterest, DialogTech, FitSmallBusiness
Every two weeks, Geoff Michener covers some of the latest openings and new hires in this dynamic industry. This week’s edition includes moves and new openings at SITO, AccuWeather, and AdRoll.
Raise Report: New Funding for DoorDash, ZenBusiness, Tinyclues
Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Intello, Industrious, Justworks, and Virtualitics.
LBMA Podcast: Zara, Caliburger, Cab Digital Media & Telestra
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan, Rob Woodbridge & Aubriana Lopez. On the show: Zara deploys robots, Cab Digital Media + Telestra, Caliburger goes with facial recognition.
Street Fight Daily: Investments in Search Will Diversify, Inside Uber’s Social Strategy
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Search Spend to Diversify, Spreading Among Platforms Beyond Google… Uber Relies on Automation to Keep Its Paid Social Strategy Humming… Getting Detailed Insights Is Top Challenge for Programmatic Marketers…
How Facebook’s Big Changes Impact One Local Publisher — Some Surprising Conclusions
“It looks as if Facebook’s changes are only going to help New Canaanite’s visibility in the news feeds of our Facebook followers and their networks,” Michael Dinan, the site’s founder, told our columnist Tom Grubisich.
What January’s New York Retail Traffic Patterns Mean for Media Delivery
In an effort to learn more about shopper behaviors and patterns, the data science team at the mobile location firm Blis analyzed post-holiday foot traffic patterns at Macy’s, Bloomingdales, Saks, and Lord & Taylor in New York City.
Street Fight Daily: Mobile Commerce Grows, Publishers Seek Collective Bargaining with Platforms
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… As Retailers Leverage Robust Visuals and Efficient Interfaces, Mobile Commerce Grows… Legislation Could Give Publishers a New Weapon Against Facebook and Google… Snap Is Laying Off About 100 Engineers…
How EU Data Regulations Could Benefit Global Brands
With less than three months to go until the European Union’s General Data Protection Regulation goes into effect, businesses around the globe are looking for information on how to stay in compliance with what’s been described as the most important change in data privacy regulations in the past two decades.
5 Shopper Personalization Solutions for Brands
Here are five examples of hyperlocal vendors offering the latest personalization solutions for brands and retailers right now.
Street Fight Daily: All Marketing is Local, How GDPR Will Affect Brands
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Digital Advances Have Ushered in the Golden Age of Local Marketing… How to Open Your Mind to Amazon’s Marketing Potential… Collateral Damage from Facebook’s News Feed Changes Piles Up..
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