News and Analysis
Consumers Still Do Not Understand How Companies Use Their Data
More than one year after the implementation of GDPR in Europe and with CCPA looming, consumers still have no idea how and why companies like Google and Facebook collect their data. That’s according to a global survey by mobile marketing firm Ogury, the largest of its kind to ask consumers about their understanding of marketing and privacy.
Nearly 40% of respondents in both Europe and the US were ignorant of what GDPR is. But more significant is that 52% of consumers report not understanding how their data is used.
Allset Redefines Its Position in the Mobile Ordering Space
Standing out in the mobile ordering space isn’t easy. GrubHub, Uber Eats, Door Dash, and dozens of other mobile ordering platforms are competing for business in what’s already become a tight market. So how does an outsider break into the business, and break away from the competition?
For companies like Allset, the answer is to create entirely new services that competitors aren’t offering.
Foursquare Acquires Placed, Announces $150M in Funding
Foursquare and Placed are location tech’s new power couple.
The location intelligence firm is acquiring Placed, which had previously been bought by Snap for its top-rate online-to-offline attribution solution, and the two will offer one of the most powerful attribution solutions in the location industry, to be called Placed powered by Foursquare.
As ad tech faces tougher times and a privacy-driven crackdown on data collection and ad targeting practices, more mergers and acquisitions are likely to transform the industry’s terrain. Teaming up and stockpiling as much first-party data as possible, thereby eliminating the need for less compliant modes of data harvesting, will boost the longevity of some firms while others flounder.
Commentary
Building the Essential Digital Marketing Bundle for Local Businesses
“Last time we identified our essential digital bundle for small businesses,” says David Mihm to Mike Blumenthal. “This week I thought we might tackle how agencies and media companies might go about building and selling that bundle — and why there seem to be so few who are actually doing it.”
Local’s Next Hurdle: The Impressionable Use Fallacy
No matter how good the targeting, creative, and “right person, right place,” the vast majority of our time contains urgencies that render us immune to push-based mobile ads. It’s basically a question of how often we’re actually idle, and therefore impressionable to being rerouted from a deliberate course.
Omnichannel Personalization: Striving to Increase Average Basket Size
Consumer goods and retail companies are using omnichannel personalization to engage consumers, and offer them the convenience to browse and buy products however and wherever they choose. With data analytics, retailers can engage in automated omnichannel personalization to deliver marketing that aligns with a customer’s specific behaviors.
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