Unfortunately, there’s no “silver bullet” for separating good data from bad. Instead, organizations should think of data quality as a habit, with “good” data clearly defined and concrete processes in place to harvest what’s valuable and discard what isn’t.
With that in mind, here are three steps to taking unfiltered data and deciding what to keep — and what to throw out — to achieve optimal data accuracy.
In their latest Street Fight conversation, Mike Blumenthal and David Mihm examine the state of the local reviews space and assess the reasons for Google’s dominance. “For me, the question of the future is whether Google’s behaviors will impact the remaining vertical sites over the next 10 years,” Mike writes.
These questions would be preludes to less abstract ones that will seem more familiar to the creatures of Silicon Valley. Is Facebook responsible if people use WhatsApp and Messenger to spread false news and incite genocide? Is that just the fault of (heinous) people being (heinous) people or should the platforms be held accountable? As for privacy and data collection, what rights do people have to safeguard their information from the communications platforms they use? What does data scraped from Google search or Amazon’s facial recognition technology have to do with our identities? Can data be human?
More or less following the model of Reserve with Google, which has seamlessly integrated the process of reserving a table at a nearby restaurant into SERPs, Google is now integrating food delivery into search, Maps, and Assistant, keeping consumers on Google properties for the entire journey as they make transactions via third-party couriers.
On this week’s Location-Based Marketing Association podcast: Trial Run Media’s ABIE, Cheek-It’s scavenger hunt, JCDeacaux + Location Sciences, Macy’s launches OUT[FITS] with Pinterest, PlaceIQ partners with PMG on Old Navy, Admetrix + Locomizer. Research: S4M & LBMA contrast GDPR vs. CCPA
One year in, it’s clear that the full impact of GDPR still hasn’t been felt. The regulation is structured in a way that puts less pressure on large companies than smaller businesses, and that’s something that regulators will have to continue sorting out. But the changes Europe’s law portends are undeniable: Privacy legislation is coming to the United States, and the data collection practices that made many Silicon Valley pioneers rich will never be quite so unbridled again.
Just as we have gotten used to the idea that the EU’s General Data Protection Regulation (GDPR) is a fact of life and have made modifications in our data collection procedures, the Brazil General Data Protection Law (LGDP), the California Consumer Privacy Act (CCPA), and waves of proposed new data privacy laws are swirling in the calm preceding a privacy tsunami heading our way. All these privacy regulations share a number of commonalities, and by addressing them now, you will be on high ground as the waves begin to pound.
Amazon, Alibaba, and eBay are just a few online retailers with new visual search tools, and social media platforms like Snapchat are letting users take pictures of items to buy on Amazon and Pinterest. By using enterprise-level visual marketing platforms, brands can capitalize on their visibility across the web and drive more revenue from the images and other content their customers are creating.
Here are five visual marketing platforms that brands are using right now.
Omnichannel creates a smarter shopping experience that benefits both consumers and brands. Data is shared across all channels, enabling stronger engagement and moving the consumer toward a purchase. For the customer, it creates an easier shopping experience and a stronger brand connection.
DTC brands are emerging across dozens of categories. Early and best-known examples of DTC brands include Casper, Brooklinen, Warby Parker, and Tesla. Most DTC brands not only bypass the typical retail sales and distribution model but also act in other nontraditional ways. This has earned them a label as disruptors.
Advertising intelligence and sales enablement platform MediaRadar took a close look at DTC brand trends to find what’s fueling DTC advertising and to gain an understanding of how DTC companies make ad buying decisions. MediaRadar surveyed our own DTC clients and analyzed our data for deeper insights.
Amid accelerated disruption in digital media, consumer touch points continue to fragment. That includes a growing list of interfaces and delivery channels for content—everything from smartphones to watches to headphones and speakers. So what’s a marketer to do?
This is the topic of Jeff Hasen’s third and most recent book, The Art of Digital Persuasion, which we discuss with the author on the latest episode of the Heard on the Street Podcast. In addition to lots of marketing tactics, Hasen has also learned a lot in a career that includes work as both a journalist and an ad agency exec.
To maintain the business of today’s consumers, consistency is key. Just under 70% of respondents said they’re less likely to return to a store after just one subpar experience. As for what earns a shopper’s approval, only 19% of consumers said they seek out food or entertainment from stores. More important are fundamental technical capabilities like mobile app integration and access to WiFi. Two thirds of shoppers even said retailers are too focused on experimental tech and should pay more attention to the building blocks of good retail strategy.
The content consumers are craving is personalized and brief. Over 40% said they would like content experiences between 15 and 30 seconds, and another 26% favored engagement somewhere between 30 and 90 seconds. Despite amplified privacy concerns of late, 68% indicated a willingness to trade some personal information in exchange for content tailored to their interests.
Brands still trigger-happy on mobile push notifications may want to reconsider. Twenty-five percent of respondents ranked them as their least liked content delivery method among current and future modes of discovery.
Although the average share of budgets spent on influencer marketing is just 10%, that figure is growing as visual platforms like Instagram, Snapchat, and Pinterest see explosive growth.
The problem? Brands are often focusing on misleading vanity metrics in an attempt to justify those investments. For example, many marketers track follower counts as a primary indicator for determining brand and influencer partnerships. Growing evidence shows that follower counts do not equate to true impressions or reach data, giving brands a false sense of how their campaigns are performing.
In Gartner’s 2019 CIO Survey, which included more than 3,000 CIOs from 89 countries, AI technology was ranked as the technology most likely to be disruptive. Despite their enthusiasm for AI, CIOs showed a lack of certainty over the best way to implement the technology and get their newest marketing strategies off the ground.
That uncertainty has the potential to negatively impact brands’ bottom lines, and it’s an issue that industry insiders like Cerebri AI co-founder Jean Belanger are working to combat.
The notion of “helping you get things done,” emphasized by Sundar Pichai in his I/O keynote, provides a through-line for many of the event’s announcements. It struck me watching the presentations how thoroughly Google has become a consumer electronics company, a marketer of devices where search is more a central feature than a standalone product. Google, in other words, has become thoroughly dedicated to marketing its famous search capabilities in the context of devices that help you perform daily tasks. In the process, it is transforming local search and how we relate to the world with electronic devices.
On this week’s Location-Based Marketing Association podcast: Factual partners with Airship & Braze, Class action against all 4 U.S. mobile operators, Decathalon opens first U.S. store, Burger King delivers in Mexico City traffic jams, Para’Kito goes AR with Georgia Pacific, Walgreens teams with Narvar.
If criticism of Twitter and the news media is ubiquitous, it is largely because content on those platforms so often fails to rise to the challenge of responsibility. It aims to produce outrage and push partisan narratives without interrogating its assumptions and all the facts in play. It lacks thought at a time when the endless and rapid reproduction of content in digital space demands we be more thoughtful than ever because we never know where and in how many places our words will reappear.
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.