News and Analysis
Zenreach Attract Connects Online Ads to In-Store Results
Online metrics, like click-through rates and return-on-ad-spend, can quickly show ecommerce retailers how well their digital advertising campaigns are working. But what happens in the real world? The KPIs used in ecommerce mean almost nothing to brick-and-mortar merchants. In fact, digital approximations can actually cause merchants with physical locations to overspend on certain audience segments, while undervaluing others.
That’s something Zenreach is trying to change.
San Francisco Partially Bans Facial Recognition, Putting Technology’s Future in Doubt
Civil rights and privacy activists asked, and the San Francisco Board of Supervisors delivered.
The city banned the use of facial recognition technology by law enforcement and other municipal agencies on Tuesday, becoming the first in the country to do so. Other bills in the works in Massachusetts and even on Capitol Hill suggest that additional restrictions on the technology may be forthcoming.
Local Social Network Nextdoor Raises $123 Million
The digital advertising proposition for Nextdoor is obvious—what better way to drive customers into nearby brick-and-mortar stores than to generate buzz on a social platform centered on users’ physical location? Venture capitalists see the value proposition, as Chris Varelas, co-founder and managing partner at Riverwood, proclaimed Nextdoor as the “future of local community and commerce.”
Commentary
How Cisco’s Meraki Became the Largest Vendor of Bluetooth Beacon Gateways
While Meraki’s routers have long had the ability to broadcast iBeacon packets, in October they released a software upgrade which enables API access to these radios, activating a major new feature. Now customers can use their Wi-Fi access points to monitor beacons from third party vendors.
Latest Posts
Snowcap Data Launches Leadbird, a Local Lead-Gen Toolkit for SMBs
The new platform, which aggregates real-time local data, looks to give small businesses the same kind of access to data that big businesses have, but on a hyperlocal level, CEO Carl Rohling told Street Fight. From there, SMBs can design direct marketing campaigns based on information about the consumers in their proximity.
Street Fight Daily: Google’s Vision for AMP, Millennials Are Changing the Privacy Game for Marketers
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… A Q&A with Google’s Head of News On Its Vision for Accelerated Mobile Pages (Nieman Lab)… Digital-Savvy Millennials Will Sacrifice Privacy for Personalization, Says Exec (Adweek)… Overnight, the App for Booking Last-Minute Spaces with Local Hosts, Closes $2.5M Seed Round (TechCrunch)…
How the Rise of the On-Demand Economy Is Driving Flexible Convenience
“Customers drive booking, bookings drive pros, the pros drive availability and availability comes all the way back around and drives customers and booking,” Handy founder Oisin Hanrahan tells Street Fight. His company and others are figuring out over time what works and what doesn’t in local on-demand.
Street Fight Daily: The Benefits of Cross-Device Data, Possible Outcomes of Google’s Antitrust Case
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Why Every Enterprise Will Soon Be Addicted to Cross-Device Data (The Next Web)… What’s Next for Google’s Terrible, Horrible, No Good, Very Bad European Antitrust Case? (Recode)… The Next Big Thing in Retail: Programmatic Commerce (Forbes)…
Closing the Loop: PlaceIQ, LiveRamp Connect TV Campaigns With Location Visits
PlaceIQ and LiveRamp have announced the results of a new consumer behavior model that connects TV to the real world. The companies conducted a number of campaigns delivering targeted TV ads and then used location data to measure real-world store visitations, resulting in an average lift of 46 percent across three targeted verticals.
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Beyond Likes: Win Hearts with Emotional Marketing