News and Analysis
GTCR Acquires Majority Stake in Simpli.fi
GTCR, a Chicago-based private equity firm, has acquired a majority stake in Simpli.fi, a programmatic advertising platform that helps brands master local marketing at scale. The Simpli.fi management team, headed up by co-founders Frost Prioleau and Paul Harrison, will remain in charge of the company’s operations.
At Liftoff, a Classic Formula for Company Culture
It’s never too early to be intentional about establishing and promoting the key values you want your team to emulate, says Liftoff’s CEO Mark Ellis. It provides a set of criteria against which to assess candidates from a cultural fit perspective, as well as a rationale for promoting certain employee behaviors and discouraging others.
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Guess Who Has a Hyperlocal Foothold in 156 Locations?
So what exactly is the CBS Local product for consumers, merchants and advertisers? “We are local media business that is focused on four areas: News, Sports, Music and Lifestyle content,” said CBS Local Digital Media president Ezra Kucharz in an email interview. “We reach consumers online, mobile and over-the-air. Merchants and advertisers work with us to reach consumers whether on a national or local level.”
Report Identifies ‘Avid Local Search Users,’ 50% of All Searches
Twenty-four percent of consumers who conduct “local” searches are highly tech-savvy early adopters who own multiple mobile devices, use mobile shopping apps, purchase daily deals and post reviews of businesses more than the average population, according to a new white paper. The report also notes that this group accounts for 50% of all local searches.
Marketers Adopting New Metrics Like ‘Footfall’ and ‘Deals Redeemed’
Not only has the world of mobile deals exploded, from Foursquare to Groupon, Dealfind and more. There has also been a shift in metrics for determining success. In the old days we would look at mobile ads and measure their effectiveness in terms of CPMs, click-throughs and such. But with the advent of location-based services, that’s simply not enough. Many businesses are turning to new metrics such as increases in footfall; deals redeemed; and the number of friends you share deals with. I refer to this as social magnification.
Street Fight Daily: Apple Exec Exits Over Maps, Village Voice Sues Yelp
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… An Apple Exit Over Maps (Wall Street Journal)… Village Voice Sues Yelp for Using “Best of” (PaidContent)… Could Sandy be Instagram’s Big Citizen Journalism Moment? (Pando Daily)…
Case Study: Pizza Chain Finds New Ways to Build Email Database
As the director of marketing at Stone Hearth Pizza in Boston, Alex Chamberlain is always on the lookout for ways to grow her email database. She’s found that the best way to acquire new email addresses is by requiring customers to input their contact information when redeeming limited-time deals and promotions…
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