Where Location Intelligence Stands as Foursquare Founder Steps Back
Roundup: Mapping Tech Evolves, Adding Third Dimension and Pedestrian POV
What’s the Fate of Location Intelligence in 2021?
Location Weekly: Realworld Launches Adfindr for Local Ads
In this episode of Location Weekly, the Location-Based Marketing Association covers Merrell using voice and location to highlight nearby trails, Burger King’s Scary Places, Foursquare’s Marsbot for AirPods, Realworld launching Adfindr, and a new case study from Oriient on indoor positioning.
Foursquare’s New Audio Assistant is a Peek into the Future of Local Tech
Dubbed Marsbot for Airpods, Foursquare’s virtual assistant will whisper insights to users about their surroundings, unprompted, as they move throughout the world. This may be a recommendation for a local coffee shop or a fun fact about a landmark.
For brick-and-mortar businesses and the technology providers that help them connect with customers, the marketing possibilities are tantalizing.
Location Weekly: Unilever and Orbital Insight Deploy Location Tech for Supply Chain Management
In this episode of Location Weekly, the Location-Based Marketing Association covers Mars/Wrigley getting ready for virtual Halloween trick-or-treating, Unilever and Orbital Insight piloting the use of location tech to monitor their supply chain, Foursquare using location data to increase shopper safety with LinkNYC screens, and CVS rolling out an in-house digital advertising network.
Foursquare Uses Location Data to Increase Shopper Safety During Covid-19
Social distancing has become a new way of life, but in crowded metro areas, it’s not always possible to remain socially distant inside busy places like supermarkets and pharmacies. Shopping during off-peak periods is the best way to avoid crowds, but during the daytime hours, it’s anyone’s guess whether a particular store will be crowded or empty.
Foursquare thinks it has a solution.
Location Weekly: Uber Eats Moves into Grocery, Foursquare Merges with Factual
In this episode of Location Weekly, the Location-Based Marketing Association covers Uber Eats moving into grocery delivery, Foursquare merging with Factual, Filipino super app SIF expanding services during Covid-19, and the OutStreets app pivoting to monitor store shelf levels during crisis. Gimbal’s CMO/COO Matt Russo joins for the first installment of the LBMA series “Members at Home.”
Foursquare Merges with Factual, Forming Location Intelligence Powerhouse
Location intelligence firm Foursquare is merging with location data firm Factual, the companies announced today. The financial terms of the deal were not disclosed. Factual founder Gil Elbaz will join Foursquare’s executive team and board of directors.
The deal pairs Foursquare’s best-in-class location-based attribution technology and developer tools with Factual’s top-notch audience segments, Foursquare CEO David Shim told the Wall Street Journal. Industry insiders say the move may portend additional consolidation during the COVID-19-fueled economic downturn and positions Foursquare as an even stronger leader in the space.
Location Leaders Step Up to the Plate
During the Covid-19 outbreak, we’re seeing tech companies step up to the plate in a mixture of altruistic and opportunistic moves. That’s everything from Comcast removing data caps to Amazon removing its paywall for streaming kids shows. But what about local specifically? Again, that’s where businesses are getting hit most.
We’ve seen moves in the local space over the past week from Facebook, Yelp, and Foursquare. Though there are several others, we’ll drill down on this representative sample. We’ll also give a shoutout to Google for its work to free up human and compute resources for local listings updates, covered Monday by Damian Rollison.
Location Weekly: Foursquare Partners with Vistar Media, Yelp Launches Store Visits
In this 452nd episode of Location Weekly, the Location-Based Marketing Association covers Foursquare partnering with Vistar Media, Al Arabia Outdoor using Streach to measure OOH in Saudi Arabia, Walmart shutting down its Jetblack text service, Panera reaching 9.3M with AR campaign, Unilever piloting drones for ice cream delivery, and Yelp launching a new Store Visits product.
With Investment in Geo, Foursquare Focuses on Improving Data Access
When it comes to location data specifically, Senior VP of Product Josh Cohen is seeing Foursquare’s partners put more emphasis on the quality of data. The company’s partners are developing more sophisticated understandings of the range of data quality when it comes to location, which means Foursquare has to dedicate more resources to make sure new industry-wide expectations are met.
Jeff Glueck Passes the Torch as David Shim Steps up to Foursquare CEO
Shim now faces the challenge of steering a fast-growing tech business through uncertain times for data-driven companies. While location tech is a lucrative business that provides crucial insights for brick-and-mortar companies and has yet to hit peak productivity, the industry is also facing concerns of an unprecedented scale about how much it knows about the people who power its insights.
Street Fight Unveils Innovator Award Winners
Street Fight’s charter is to educate the world on the innovation and best practices in local media, advertising, and commerce. And a key corollary to that mission is to recognize and award the innovators driving these sectors.
With that backdrop, today we officially announce the winners of the Street Fight Innovator Awards. Spanning 12 categories that represent the top battlegrounds in local commerce, winners embody the best of innovation and achievement in these areas (full list below).
Channels Are the New Citations
Enter Phase Three. As my column’s title suggests, I would argue that the old concept of citation building has largely lost its relevance, and that thinking of the local network as a system of channels — parallel, somewhat independent sources of consumer traffic — is a more appropriate paradigm for where we are now.
In all, there are approximately 10 independent sites and site categories that together make up the primary channels where any business should be well represented in order to be competitive.
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.
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.
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: Smart Shopping Carts and DOOH Measurement
In this episode of Location Weekly, the Location-Based Marketing Association covers Facebook rolling out birthday gifting, India’s Neareo releasing a suite of tools for digital engagement, Talon and MadHive partnering to link DOOH and OTT audiences, and Singapore’s Cellarbration using government digital IDs to verify alcohol purchases from vending machines.