With less than three months to go until the European Union’s General Data Protection Regulation goes into effect, businesses around the globe are looking for information on how to stay in compliance with what’s been described as the most important change in data privacy regulations in the past two decades.
Third-party customer location data isn’t used widely by multi-location brands, but those that use it appear to have better success with local digital marketing.
For marketers, the ability to deploy technology that identifies and bypasses online users who may be masking their locations and digital traits yields improvement in the form of targeted campaigns and fewer wasted impressions.
Brands like P&G are placing new demands on agencies and media providers for increased transparency and accountability, which in turn has led to significant advances in areas like viewability. The next battleground is clearly verifying the data accuracy of the underlying ingredients – namely the quality of data used for targeting and measurement.
Companies selling location and proximity data and services themselves concede that it’s a pretty small market, but that location data is an increasingly critical signal for a variety of marketing, operations, and product features well beyond mobile advertising.
The reports released last week by industry organizations provide useful advice on mobile marketing tactics and using location data. Both studies point to the need to apply integrated, cross-channel measurement techniques, and to use location data for targeting, customer segmentation, and attribution.
Elise Neel, the head of MapQuest for business, spoke to Street Fight recently about the ways marketers now regard and value location data, the role mixed reality may play in mapping, and what it means for MapQuest to operate under Verizon’s ownership.
The company’s new program identifies consumers who have not visited a partner retailer for a set period of time. This information is then used to put ads in front of the consumer to encourage them to return.
Near enables brands and businesses to “visualize, engage and analyze audience data including their location and behavior for data-driven decisions.” Street Fight recently caught up with Near’s founder and CEO, Anil Mathews, to talk about location intelligence in 2017 and what types of new use cases we may soon see.
Many brands are already breaking out holiday decorations, hoping to attract the efficient crowds this early in the season. But glittery ornaments and fake snow only goes so far: 30% of local search users have cited “inaccurate” information as the issue they most frequently experience, and Google’s “near me” searches have increased 34-fold since 2011. Once the Brandify 360° Network completes initial listing corrections, the solution provides additional insights and value, such as pinpointing where online traffic originates from for specific listings and automating details to save time and energy for management.
While more consumers own smartphones than ever before, they also face an unprecedented number of options when it comes to mobile apps. For app publishers, it can be hard to stand out in the crowd — even if your service is perfect for a a specific kind of user. As a way to help publishers […]
Many brands make the mistake of viewing location data as nothing more than plumbing for their local listings — or a component of a listing management strategy. But location data management is much bigger than listing management and data syndication.
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Publishing For Local News Outlets Could Arrive ‘in The Coming Months’ (Columbia Journalism Review)… Lawsuit Claims Uber Co-founders Stole Idea for Ride-Sharing App (Fortune)… Zuckerberg To SMBs: Facebook Pages Are Still The Best Way To Reach Consumers (Fortune)…
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Pinterest Woos Big Brands With Its New API (Recode)… Apple Pay Will Hit Best Buy Stores in 2015 (New York Times)… Kroger Acquires Dunnhumby Data Assets From Tesco, Forges New Venture (AdExchanger)…
Factual is making a bigger push into the media business. The data company has released a new self-service tool to allow agencies, publishers and demand-side platforms to segment and build audiences using the company’s location analytics toolset…
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… How Chrysler, Ford, GM, Others Use Auto Location Data (AdAge)… Palantir Co-Founder Chases New Data Source: Small Businesses (Wall Street Journal)… In an Economics Experiment, Uber Cuts Prices in 16 Cities (Businessweek)…