Commentary
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…
Is Facebook Paper the Wake-up Call Publishers Need?
Media companies and publishers need to take a page from Facebook and other fast-moving digital properties. These digital entities are giving readers what they want while using what they know about users to “make a killing” with ads. Publishers who were virtually sidelined by these digital powerhouse companies can now get back in the game by adopting a Zuckerberg move: creating the right conditions and culture…
Phone Leads for Local Businesses: The Unsexy Cousin of the Click (Part II)
Beyond bringing in big leads — and SMBs paying handsomely for them — call monetization will be compelled by something else: Opportunity cost. We forecast call volume to SMBs to explode (65 billion by 2016) as a result of increasing mobile usage trends. That’s going to mean a whole lot of calls to answer…
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Case Study: MEDIATA Sees 20% Campaign Lift Through Skyhook Partnership
In an effort to reduce wasted spend, MEDIATA partnered with leading location network Skyhook, testing its Hyperlocal IP feature. Skyhook has differentiated itself from other IP positioning providers by taking an empirical approach to location. Rather than inferring IP address positions using network topology—a notoriously inefficient and inaccurate method used by many competing firms—Skyhook takes advantage of their global database of ground-truth locations, which have been assigned to IP addresses…
How Personalization And Security Will Coexist in Local Commerce
The evolution of mobile technology has been very exciting to observe, especially in the local commerce space. As I covered in my last piece we are finally starting to see things come to life with the ability to pay for everyday products and services using mobile devices. But overall one has to ask if this […]
Street Fight Daily: New York’s Ad Network, Adobe Bets on Location
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Ads Will Fund New York City’s Plan For World’s Fastest Municipal Wi-Fi Network (AdAge)… Adobe All-In with Location-Based Marketing (CIO Today)… Restaurant Discovery Service Zomato Raises Further $60M (TechCrunch)…
Street Fight Daily: Uber’s Smear Tactics, Groupon Buys (Other) Swarm
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber Executive Suggests Digging Up Dirt On Journalists (BuzzFeed)… Groupon Acquires In-Store Analytics And Marketing Startup Swarm Mobile (TechCrunch)… U.S. Mobile Payments Market to Boom by 2019, Research Firm Says (New York Times)…
Pay-Per-Call’s Role in Improving Marketing ROI
Call-generation company Soleo in conjunction with Street Fight Insights released a white paper today about pay-per-call and how it improves marketing ROI by deploying advertising budgets more effectively. The paper, “Pay-Per-Call’s Role in Improving Marketing ROI” covers insights into creating an effective pay-per-call campaign; sourcing and deploying effective research and analytics; and using data to better manage a campaign once launched, as well as how to evaluate potential solutions providers…
The Democratization of Local Commerce and the Future of Physical Exchange
While the analyst community obsesses over the share of spending that physical stores are losing to ecommerce, they overlook the vast transformation in the stores themselves. There’s a deeper shift underway in the way we sell and consume products locally that could have a substantially larger impact on the wider economy…
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