Heard on the Street, Episode 33: Building Network Effect for Location Intelligence

Responsible location intelligence involves practices like “stop data,” to measure users’ location dwell times, and the scale Foursquare achieves in its network of app publishers. Placed is one of the first location data players and a leader in attribution since 2011.

Now that the two companies have come together via acquisition, how does that position Foursquare for interstellar domination of the location intelligence market? It’s about greater capability and scale, say Foursquare’s Josh Cohen and David Shim, our guests on the latest episode of Heard on the Street.

How Retailers Are Reaching Back-to-School Shoppers

It’s that time of the year. As summertime comes to an end, parents around the country have started filling up shopping carts with pencils, notebooks, and binders. Families in the U.S. are expected to spend an average of $696 on back-to-school supplies this year, the highest amount ever recorded by the National Retail Federation.

Back-to-school shopping has become an important event for retailers like Target, Walmart, and Office Depot. While ecommerce is king at other times of the year, parents shopping for their kids’ back-to-school supplies are just as likely to shop in-store as they are online.

The History and Value of Citations, or Citations are Dead, Long Live the Citation

Mihm to Blumenthal: Setting aside the fact that the vast majority of calls you receive from non-Google directories are from salespeople, if you’re paying for an expensive citation service with analytics, compare the non-Google numbers to your GMB Insights. It’s going to be a drop in the bucket.

It’s time that every brand, regardless of size, ask itself whether going beyond Google, Facebook, and maybe Yelp is worth paying any premium. 

If a tree falls in the citation forest and no customers are there to see it, not only does it not make a sound, but Google doesn’t care that it fell.

David Shim, Foursquare

After Foursquare Acquisition, Placed Founder David Shim Talks Teaming Up With a Major Competitor

How did a Seattle-based ad tech company move up the ranks to become an industry darling, less than eight years after its launch? And how does the new relationship between Foursquare and Placed, which was previously the biggest competitor to the company’s Foursquare Attribution product, impact the location industry at large?

To find out, we caught up with Placed founder and CEO—and now president of Foursquare—David Shim. Here are his thoughts on what it’s like to go through an acquisition, and how two industry heavyweights who’ve competed for years are finding new ways to work together.

LBMA Vidcast: Foursquare’s Big Acquisition, Wendy’s Teams with GasBuddy

On this week’s Location-Based Marketing Association podcast: Eleven-X + Skyhook, NCR Digital + SAFE Credit Union, Albert Heijn tries dynamic pricing, Foursquare buys Placed from Snap, GrandVisual + NCMEC finding missing persons, Wendy’s partners with GasBuddy for Memorial Day campaign.

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.

Foursquare’s Location-Based Loyalty Metrics Point to Best Practices for Casual Restaurants

Brushing aside customer surveys and other imprecise measures of customer loyalty, location intelligence firm Foursquare released a location-based report this morning that evaluates best practices and practitioners in loyalty among casual restaurant chains. 

Most importantly for future considerations, the report suggests that brands can improve loyalty in all four of the areas that contributed to its index.

How Will 5G Unlock Location Targeting?

5G goes far beyond just a speed boost. The quantitative advantages are joined by qualitative factors that will enable all kinds of new consumer use cases and content delivery strategies. This notably includes more precise location tracking/targeting and even some indoor use cases (think: retail). 5G-enabled phones will phase in over the next three years. Then, it’s off to the races.

Foursquare Launches Hypertrending, A Next-Gen View of the Hot Spots in Town

Foursquare announced on Friday, coinciding with the ten-year anniversary of its launch at SXSW, a new feature called Hypertrending that shows users the most popular places where people are meeting up around them.

These 6 Location Data Providers Are Changing the Way Brands Target Consumers

Location data providers power the vast majority of mobile targeting strategies we’re seeing brand marketers implement today. An incredible 80% of marketers say they plan to boost their use of location data over the next two years, and in the U.S. alone, it’s expected that location-based advertising spend will reach $38.7BN by 2022. In order to achieve those goals, marketers will have to work closely with top location data providers. Here are six companies they’ll be working with.

Foursquare Launches Self-Serve Audience Segments Accessible via The Trade Desk

Having pivoted from a location-centric social app of sorts to a location intelligence platform, Foursquare has positioned itself well to offer brands attributable marketing success and verified data points at a time when concerns about both data quality and privacy are as widespread as ever. Foursquare says it throws out about 80% of the third-party data it consumes, an act intended to preserve the quality of its largely first-party data store.

LBMA Podcast: Reveal Mobile Launches Visit Platform, Foursquare Measures TV

On this week’s LBMA podcast: RideYellow + LISNR, Bidooh goes to South Korea, Francesco Rinaldi’s “talking jars,” Reveal Mobile launches Visit platform, Foursquare measures TV with Inscape, Kroger finds its voice.

Raise Report: Foursquare, CrowdRiff, Mode Secure Fresh Funding

Every two or three weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Instana, Hopper, Qonto, and Stringr.

LBMA Podcast: Placed & Adobe, Perry Ellis & Amazon, Foursquare

On this week’s episode of the Location-Based Marketing Association podcast: Innovative Foto, Airport Sherpa, Alaska Airlines goes VR, Cargo raises $22M, Foursquare for Good, Placed teams up with Adobe, Perry Ellis’s Alexa skills.

Street Fight Daily: Instagram Prototypes Giving User Location History to Facebook; Ideal Ad Time—6 Seconds?

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Instagram Prototypes Handing Your Location History to Facebook… Street Culture: Vendasta’s Intention Behind Job Perks and Fun at Work… Six-Second Ads: It’s All About Context…

Street Fight Daily: Amazon’s Push into SMB Territory; Ad Tech Growing Half as Fast as Mar Tech

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Amazon Furthers Embrace of SMBs with Storefronts… Ad Tech Now Expanding at Half Rate of Mar Tech… How Restaurants Are Using Big Data to Boost Loyalty and Stay Competitive…

Street Fight Daily: Foursquare Lands Series F, AppLift Shifts Focus from Mobile Installs to Engagement

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Foursquare Picks Up $33 Million Series F Investment… Behind Applift’s Rebrand, a Shift Toward Engagement… Google’s Top Ad Exec to Leave for VC Firm…

Street Fight Daily: Google Cedes Some Control of AMP, How Important Are Online Reviews?

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Google Is Giving Up Some Control of the AMP Format… Heard on the Street, Episode 12: How Important Are Online Reviews?… After Amazon Storefronts, A Self-Service Suite of Ad Tools…

LBMA Podcast: Dstillery’s DMaps, Estimote, Walmart & VR

On this week’s Location-Based Marketing Assocation podcast: Dstillery’s DMaps, Estimote, Landmrk + Ariana Grande, Walmart goes VR, Accuweather + Foursquare, Frito Lay goes back to school with Alexa.

Street Fight Daily: Foursquare Teams with AccuWeather; Civil Builds Community-, Blockchain-Based Media Ecosystem

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Foursquare Will Fuel AccuWeather’s New Location-Based Recommendations… Civil’s Bold Plan for the News Crisis: ‘Flip the Business Model on Its Head’… The IoT Market Gap: Consumer Knowledge Low, Smart Device Ownership High…