News and Analysis
How Burbio Is Turning Calendar Events Into School Reopening Data
Data for Burbio’s School Opening Tracker comes from more than 150,000 school and community calendars. Burbio is actively monitoring millions of events in these calendars, representing more than 35,000 schools, including the 200 largest school districts in the U.S. Events are dynamically updated daily and targeted to the zip code level. This allows retailers, brand marketers, and investors to quickly pick up on emerging trends—like schools in certain zip codes beginning to reopen for in-person learning—so they can make smarter business decisions based on local schooling data in real-time.
How to Use Maps for Local Marketing
Techniques for measuring DOOH exposure and mapping to give cross-device measurement more meaning are being utilized by larger brand marketers, but smaller companies are also getting into the game and finding innovative ways to layer maps onto their local strategies.
Here are five ways that marketers can use mapping technology in their local campaigns.
InMarket Buys NinthDecimal as Location Consolidation Persists
The move comes at a time when location marketing competition is heating up as the number of major players in the space winds down. Foursquare is widely recognized as the leader in location, especially after its merger with Factual earlier this year. PlaceIQ acquired Freckle IoT. X-Mode bought Location Sciences’ location data assets.
With the boost of NinthDecimal’s tech, talent, and partnerships, InMarket is better positioned to compete.
Commentary
Mobile Coupons Are About to Overtake Paper—Here’s How Retailers Can Capitalize on That
When participants in CodeBroker’s 2018 Mobile Coupon Consumer Research Report were asked just how quickly they would likely redeem a coupon they received via text message, 25% said they would use it within three days. That number grew to 60% when they were asked if they would use it within a week.
Why This Select List of Local News Providers Includes Only One Daily Newspaper
A year-long study of newsrooms in the U.S. and Europe by two Danish journalists has singled out 16 local providers in the U.S. who are meeting the researchers’ main criterion: structural changes “to forge closer ties and stronger relations to their communities and audiences”—with a special focus on journalism over commerce, technology, and business models.
Latest Posts
DoorDash Expands Jack in the Box Partnership, Continues Growth in Competitive Sector
Just four months after announcing that it would be launching a pilot program with Jack in the Box and delivering late-night orders to customers in San Francisco, DoorDash is expanding the partnership and will offer deliveries from more than 830 locations across 229 cities throughout the U.S.
With Metro D.C. Cool to Community News, One Publisher Pulls Back to Profitable Niches
Local News Now seemed to be on an expansion trajectory earlier in the decade with two sites in Northern Virginia and two in the District of Columbia. But today the company has just two — and while they’re both profitable, founder Scott Brodbeck isn’t thinking of launching more sites anytime soon.
Street Fight Daily: Pinterest Targets SMB Advertisers, Retale Offers Attribution Guarantee
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Pinterest Targets Small Business Advertisers in Push to Diversify Revenue… Retale Offers In-Store Foot Traffic Guarantee On In-App Inventory… Snapchat’s Pitch to Small Brands and Businesses: Self-Serve Sponsored Geofilters …
How New Location Data Tools Are Making Attribution a Reality
The future of retail and attribution is evolving quickly and allowing brands for the first time to have a better understanding of how effective their advertising is. While the search for in-store attribution is at the top of the every marketer’s wish list it’s important that all know the strengths and weaknesses of each methodology.
Affinity Solutions Launches Tool to Predict Future Purchase Outcomes
Tech firms are working at a feverish pace to crack the code when it comes to predictive marketing, as brands demand more detailed insights into consumers’ future purchasing behaviors. The latest effort into this arena comes from Affinity Solutions, which is launching its Purchase-Driven Marketing Cloud today.
Blis Forecasts Where Consumers Will Be — Then Targets Ads Based on That Prediction
The company is unveiling a new service that it claims can figure out where consumers will likely go — and target mobile ads based on those expectations. Blis Futures uses artificial intelligence to identify patterns about where consumers are likely to spend time, and then focuses brands’ marketing to reach them at optimal moments.
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