News and Analysis
Waymo Releases Data Set to Catalyze Autonomous Driving Research
Why should local search specialists care about autonomous vehicles? The same way mobile, with its natural on-the-go use cases, has become the hub of “near me” searches that lead consumers into local businesses, cars will become the next mobile device, catalyzing the next wave of “near me” queries. Self-driving cars are not tangential to the future of local; they are central to it.
4 Major Takeaways About Consumer Privacy Concerns
Location data firm Factual commissioned a study conducted by the University of Southern California applied psychology master’s program to take the pulse of consumers on data privacy. Unsurprisingly, not all consumers demographic groups share the same levels and types of concern. Here are four major takeaways from the survey of 1,002 smartphone users aged 18 to 65.
By Unlocking Vehicle Data, Car Rental Companies Help Build Smarter Cities
As operator of three of the most recognized brands in the industry — Avis, Budget and Zipcar — Avis Budget Group represents a mobility ecosystem of more than 11,000 locations in approximately 180 countries. The company recently partnered with the connected-car data firm Otonomo to manage its connected cars on Otonomo’s automotive data services platform. Otonomo will help ABG derive insights from its large connected vehicle fleet, including anonymizing, standardizing, and delivering data from Toyota, Ford, Peugeot and GM vehicles.
The deal between ABG and Otonomo is expected to generate more than 4 billion road miles of data this year, and 7 billion road miles of data by 2020, with much of that data being used for predictive maintenance, smart city planning, and streamlining of the rental process.
Commentary
Report: Social Media Continues to Be a Top Marketing Tactic for Local Merchants
The fourth edition of Street Fight’s Local Merchant Report shows a continued movement to social media as a preferred marketing tactic among local merchants. They deem it their most effective tactic, so they’re increasing their spending. Analysis of the survey suggests that would-be marketing suppliers can help them integrate social with their own site and email campaigns, as well as assisting them with reputation management and reviews.
Location Data for Brands: ‘Alternative Facts’ No Longer
As the proximity industry grows, it’s important for brands investing in location and proximity to understand the differences between the various data points and technologies on the market. These differentiators can greatly affect how the proximity and location data is applied towards a brand’s marketing goals.
Latest Posts
Case Study: A Maryland Bakery’s Love/Hate Relationship With Facebook
Never underestimate the power of social media. That’s a lesson that Capital City Cheesecake co-owner Meaghan Murphy learned the hard way while trying to get her Maryland-based bakery/café up and running in 2010. She thought word of mouth alone would be enough to build a sustainable business.
Street Culture: Thirstie Holds Focus on Engagement and Slow Growth
The company’s CEO said he is witnessing many on-demand companies slowly but surely go out of business, and is more convinced than ever that offering that extra little bit of knowledge to customers is what will inspire them to spend more time with Thirstie, and return to the app on a regular basis.
A Need to Survive Keeps Feuding Newspapers Together in New Marketing Venture
A month ago, four major newspaper chains proudly announced the founding of Nucleus Marketing Solutions, a partnership that would help them compete with “the platforms.” Today, one of the chains, Tribune Publishing, is threatening another, Gannett, with a “poison pill” strategy to prevent a hostile takeover.
In Google/Facebook Duel, SMBs Are the Real Winners
With Google’s recent changes, Facebook may now offer small business advertisers a better way to reach low-funnel shoppers — those currently in-market for a product or service, not just those vaguely searching for the category. Google’s move could drive many businesses into Facebook’s arms.
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