News and Analysis
5 Online-to-Offline Attribution Platforms for Local Marketers
Online-to-offline attribution isn’t a challenge without a solution. A number of vendors are serving the local market with platforms designed to help local marketers at big brands and multi-location retailers assign the correct value to each point of touch in their multi-touch campaigns. Here are five vendors to which retail brands can turn.
Street Culture: Three Years Later, What’s Changed and What’s Stayed the Same at MomentFeed
CEO Robert Blatt says the company culture is changing, focusing more on what it means for MomentFeed to be the best place for employees to work. Anticipating change in culture is essential, he says, because what your company is doing well in one period of evolution can prevent it from doing well in the next.
Commentary
Hyperlocal Retail ROI: Identifying Low-Hanging Business Objectives
Understanding where, when, and why consumers visit a location is invaluable data when it comes to driving sales and improving customer experience. Identifying the most valuable metrics amongst the vast data that can be generated with indoor analytics is often an overlooked, but critical first step in implementing these solutions…
The Shifting Line Between Free and Paid Local Marketing Services
The manipulation of organic reach on Facebook is one of many examples of the shifting boundary between free and paid local marketing services. In “pure” local search, that boundary has tended to be relatively clear: look for a local business in your typical IYP and you’ll see sponsored listings at the top of the results page, followed by organic results. But that boundary is likely more clear to those of us who know what to look for than it is to the general user…
Probabilistic Device Matching Isn’t Perfect — But It Works
The use of probabilistic matching or statistical IDs to link multiple devices to an individual is often dismissed based on dubious accuracy. It’s true that the practice will never be 100% accurate, but even taking the conservative estimate at the lower end of this range, probabilistic matching enables marketers to scale their mobile advertising campaigns with reasonable expectations of performance…
Latest Posts
Meet Pager: The App That Calls Local Doctors To Your Living Room
The house call, once a staple of American medicine, is now typically reserved for the small set of wealthy clientele willing to pay out-of-pocket for a home visit. But a startup in New York believes that an evolving healthcare system paired with an increasingly delivery-friendly consumer may create the right environment for on-demand medicine…
Street Fight Daily: Amazon Enters Home Services, eBay Kills Same-Day Delivery
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Amazon Promotes Handyman and Installation Services (Recode)… Ebay Now Pulled From App Store As Company Rethinks Its Same-Day Delivery Plans (TechCrunch)… It’s Not Just About Print Vs. Digital Media — It’s About Culture (GigaOm)…
A ‘Radical Transformation’ Is Brewing in SMB Phones
For local businesses that rely on the phone for inbound leads (which is nearly all of them), the functionality of copper lines pales in comparison to what call-tracking-enabled lines have done for years. Unfortunately for business owners, the VoIP packages being sold to them also fall far short of the level of functionality that call tracking provides…
Creating a “Local Service Layer” — To Build or To Buy?
The question of “buy or build” is everywhere in technology, and for something as important as brand integrity, it is paramount to making the right choice. Marketers can use cloud software to empower local affiliates to evangelize the brand in a controlled environment while using data to localize messaging in an automated way…
Street Fight Daily: Yik Yak Raises $62M, Square Accepts Apple Pay
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Messaging App Yik Yak Tipped For $62M Funding A Year After Launch (Guardian)… Apple Pay Could Be Coming To Small Businesses, Thanks To Square (Gizmodo)… Investors: Damn Ubergate and Full Speed Ahead With Mega-Funding (Recode)…
Street Fight Daily: GoDaddy Renews IPO Push, Amazon Eyes Hotels
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…GoDaddy Seeks Nearly $4.5b IPO Valuation, Talks Diversifying (New York Post)… Amazon to Get Into Hotel Booking With Launch of Travel Site (Skift)… Leaked Internal Uber Deck Reveals Staggering Revenue And Growth Metrics (Business Insider)…
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