Location-Based Marketing Association: Kalibrate Partners with Near on Location Intelligence

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In this episode of Location Weekly, the Location-Based Marketing Association covers Best Buy teaming up with Pokemon Go, Taiwan’s FamilyMart launching a convenience store on wheels, Baidu getting China’s first autonomous robotaxi license, and Kalibrate partnering with Near on location intelligence.

How Location Intelligence Can Help Solve Supply Chain Issues

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Many brands might feel their hands are tied when it comes to these macroeconomic factors. But there is a way to mitigate supply chain disruption, and it starts with data—location intelligence, or geospatial data, to be specific. Here’s how.

These Location Intelligence Solutions Are Optimizing Last-Mile Delivery

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Advanced location intelligence software combines artificial intelligence and street-level mapping data to help startups predict customer buying patterns and stage inventories in the right locations — e.g. ghost kitchens — using prediction algorithms and real-time sales metrics. Location intelligence software firms are also taking advantage of traffic data, weather information, and consumer behavioral data to help last-mile delivery companies streamline operations in today’s tough business environment.

Location-Based Marketing Association: Location Intelligence for Food Tech

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In this episode of Location Weekly, the Location-Based Marketing Association covers Trader Joe’s partnering with MagnusCards on accessible shopping, Duolingo opening a Taqueria where you can practice your Spanish, Transverse releasing a location intelligence service for food tech companies, and Engine Creative using AI with DOOH to help find missing people.

Where Location Intelligence Stands as Foursquare Founder Steps Back

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The story of Foursquare reflects what the evolution of smartphones and location technology allowed marketers to achieve — unprecedented awareness of where consumers are and how to cater to them on that basis. But data privacy concerns are pushing the narrative into new territory.

Predictions Roundup: Location Consolidation and the Rise of BOPIS

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A roundup of top digital marketing, SEO, and location intelligence experts predicts location consolidation, the re-humanization of digital marketing, and the dominance of Google My Business and new retail features such as BOPIS in 2021.

What’s the Fate of Location Intelligence in 2021?

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The biggest thing we predict is location intelligence sector consolidation. This has already gotten started in 2020, considering Foursquare’s merger with Factual, and smaller deals like X-Mode’s acquisition of Location Sciences and Near’s recent Teemo acquisition.

Location Intelligence Beats Fraud

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In this episode of Location Weekly, the Location-Based Marketing Association covers Incognia solving QR code fraud with location verification, the Ontario Regiment Museum using an AI virtual assistant, L’Oréal launching virtual make-up for your online work calls, and Covid-19 leading to greater public willingness to share location data.

Heard on the Street, Episode 55: Location Intelligence’s New Normal

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Location intelligence is expanding beyond its well-known uses for advertising (ad targeting, attribution, etc.), supporting enterprises in a number of other ways. That includes supply chain management as well as decisions about where to open another store location.

All of the above applications of location intelligence are fueling UberMedia, our latest guest on Street Fight’s Heard on the Street podcast. UberMedia CEO Gladys Kong says that this expansion of location data’s utility was already underway but has accelerated in the Covid era.

How Location Intelligence Benefits Businesses During Covid-19

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The pandemic has changed the way businesses function, and while a lot of purchasing has moved online, many physical locations remain. Location intelligence is one factor that can help businesses perform better. Its uses include supply and inventory updates, supply-chain improvements, sales and marketing optimization, and monitoring for increased safety.

Heard on the Street, Episode 38: Can Local Events Galvanize Location Intelligence?

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“People’s attendance to events conveys a deeper and much richer signal to their actual interests and passions,” said Gravy Analytics CEO Jeff White on the latest episode of Heard on the Street. “Twenty years of having this thing called a digital cookie to create deeper, richer experiences online based on behavior online, we simply believe that if we can understand the events that people attend, that’s a much deeper and richer signal. So it can be a pride event … or it’s attendance to any of your favorite passionate things: wine tastings or otherwise, we just anchor on that and try to glean aggregated consumer insights.”

Heard on the Street, Episode 37: Redefining Location Intelligence

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Beyond the advertising uses for location intelligence (ad targeting, attribution, etc.), it’s being applied to other areas of enterprise support. That includes everything from supply chain management to deciding where you should open your next store location.

“When you look at ad tech and sales and marketing, that’s where the money is now,” said Mike Davie, CEO of location Intelligence company Quadrant on the latest episode of Heard on the Street. “But we are seeing people get more sophisticated with use cases like infrastructure development [such as] where to put high-speed trains by analyzing migration between countries. They’re making billion-dollar infrastructure decisions based on ground-level information.

Using Location Intelligence as Marketing Pixels for the Real World

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Without pixels, marketing in the digital world would be a guessing game. However, with 90% of all commerce still taking place in the physical world, oftentimes marketers find themselves in the dark, not knowing how their customers are interacting with their brands offline. Enter location intelligence, or as we like to call it, pixels for the real world. 

Take a moment to reflect on the past few weeks. Did you stop at a coffee shop on the way to work? Did you work out on specific days of the week at a nearby gym? Are there restaurants you frequent when you are too lazy to cook at home? In a study, published in Nature Human Behaviour, researchers found that people frequent up to 25 places at any given time period. Similar to marketing pixels placed on websites, the ability to understand physical, real-world behavior such as path-to-purchase, visitation patterns, day-of-week preferences, and daily activities fuels more strategic decision making. 

Heard on the Street, Episode 34: ‘Drive-to-Store’ Marketing, with Teemo

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Location intelligence has become an important but crowded sub-sector of local media and commerce. When it comes to value for retail brands, marketing tactics are all about driving (and measuring) foot traffic. This is where Paris-based location marketing and analytics company Teemo continues to innovate.

As we discussed with CEO Benoit Grouchko on the latest episode of Heard on the Street, the company works with multi-location brands like JoAnn Stores to boost return on ad spend by growing physical foot traffic.

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

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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 10 Commandments of Location Intelligence Marketing

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The amount of location data can be overwhelming, making it difficult to understand when to use what information. Even the most experienced marketer can lose sight of the basic principles that guide successful use of location intelligence tools.

Based on our 11 years of experience helping mobile apps leverage the context of their users, we offer the following 10 commandments that every marketer working with location intelligence should keep top of mind to drive a successful marketing strategy.

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

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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.

5 Ways Businesses Can Leverage Location Intelligence Beyond Marketing

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Michelle Zhou: Location data can provide far better optics into consumer behavior than traditional data streams. Data from smartphones, social media, and other sources can track consumer purchases and migration in real time. Using data trends and insights, businesses can develop a comprehensive understanding of their customers and make the most informed business decisions.

Foursquare Data Shows Up Today in More Places Than You’d Think

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It’s remarkable to see how often Foursquare data is popping up today in the apps that garner the most consumer traffic and press attention. These votes of confidence would seem to solidify Foursquare’s position as the forefather of natively digital location data.

PlaceIQ Brings Its Location Data to IRI’s Platform for CPG Brands

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Building on an ongoing relationship, PlaceIQ and market research company IRI have announced a new partnership that brings insights on location and shoppers’ behavior to the consumer packaged goods sector.