Taking Control of the Control Group: How to Collect Reliable Data

Only when marketers account for the totality of their consumer data and account for it in an integrated way will the data actually offer visibility and control.

Localized Insights Mean More Precise Campaigns and Better ROI

While creating at scale makes economic and operational sense, the danger in going with a one-size-fits-all approach is not insignificant. Evidence suggests over half of such “national” initiatives fail.

6 Self-Service Location Intelligence Solutions

By opening their platforms up as self-service solutions, location intelligence firms are hoping to provide clients with more open access and to inspire creativity in using existing tools in new and innovative ways. Here are six examples of vendors providing location intelligence capabilities to clients through a self-service model.

CraveLabs Launches Self-Service Location Intelligence Solution

In what could be seen as a signal of things to come for the mobile-location industry, CraveLabs is opening up its platform and launching a suite of self-service tools to give media planners and location analysts more open access to the company’s suite of location intelligence solutions.

Looking at Location Signals, GroundTruth Looks at Ways to Predict Behavior

A recent study by the company focused on the foot traffic at mass merchandisers and grocery stores and airport traffic, and pointed to the NC city as the best choice for Amazon’s HQ2. “Being able to dig in to real world behaviors, it draws out real actionable recommendations,” says Sarah Ohle, VP of marketing insights.

Case Study: North Dakota Tourism Uses Location Data to Reinforce Media Buying Strategies

At North Dakota Tourism, marketing manager Heather LeMoine found a way to use mobile location tracking to learn more about the differences between U.S. and Canadian travelers. Using the information, she’s been able to adjust her organization’s media plan to ensure more successful campaigns.

MomentFeed Leverages Data with New Partner Integration Program

The new MomentFeed Connect product will enable multi-location brands to integrate the MomentFeed platform with hundreds of CRM, help desk, marketing dashboards, and vertical-specific systems through a set of two-way API connectors.

PlaceIQ Study Examines the State of Integrated Marketing

A generational shift is impacting the way consumers interact with brands, downplaying the role that physical stores play in the traditional retail environment. According to Duncan McCall, CEO of location intelligence firm PlaceIQ, the changes that brands have seen thus far are just the tip of the iceberg.

Placed Analysis Uncovers Location Data Biases

According to a new report released by the location-driven insights firm Placed, accuracy has fallen by the wayside in the rapidly expanding location-based advertising industry, which is estimated to reach nearly $30 billion by 2020. Placed’s analysis found that just 1% of locations are accurate enough to identify a store visit.

Captivate Adds Content Partners in Push for a 360-Degree Ad Solution

The company has 12 new content providers joining its digital place-based media network target consumers on screens in thousands of building elevators and lobbies across the U.S. The partners include Vox Media, Bloomberg, Billboard, Quartz, and The Hollywood Reporter, as well as Stadium sports video content.

inMarket Expands Audiences Segmenting Product in Bid to Fix Programmatic Location Accuracy

In-store advertising vendor inMarket is expanding its offerings to agency trading desks this morning, with the announcement that it’s opening up its Audiences segmenting product as a self-service solution. Beginning today, agency bid desks will be able to use inMarket’s reservoir of first-party location data to enable hyperlocal targeting.

xAd Rebrands as GroundTruth in Push to Expand Beyond AdTech

In a signal of where the location technology space is heading, the location-based mobile advertising technology firm xAd announced this morning that it is expanding its scope and rebranding with a new name that better reflects the emerging landscape.

Foursquare Extends Industry Reach With New Reddit Partnership

Foursquare is announcing a new partnership with Reddit this morning, as the location technology firm looks to expand its reach within the social technology space. With Foursquare on board, Reddit users will now have the option of adding their real-time location to any mobile post.

Foursquare Analysis Shows Where Customers Go When Retailers Close

Using both explicit and passive location data from its Foursquare City Guide and Foursquare Swarm apps and websites, the company analyzed consumer visits at Macy’s and Kmart locations that closed in 2016. Foursquare also looked at foot traffic at competing retail stores around the same time period.

Placed and Captivate Partner to Measure the Reach of Digital Elevator Ads

Digital media company Captivate announced today that it is teaming up with location analytics firm Placed to measure when consumers visit in-store locations after seeing digital ads in elevators. Consumers exposed to Captivate’s digital screens are cross-referenced with Placed’s app users to offer a new location visit measurement KPI.

How Wearables Are Changing Perceptions About Location Privacy

While firms that collect location data through mobile apps were once viewed as pariahs, a shift in attitudes has more consumers turning on location services for apps and taking advantage of the benefits that sharing this data can bring. Behind the changing attitude is a growing interest in wearables.

Pitney Bowes MD: Data Integration Sets the Best Location Companies Apart

What makes location data actionable and location-based marketing effective — and what do recent success stories like Pokemon Go foretell for the location data industry? Street Fight recently caught up with Joe Francica, managing director of geospatial solutions at Pitney Bowes, to talk about the best practices in location data.

Foursquare’s Location Analysis Digs Into Brand Preferences of Festival Attendees

Location data is increasingly being used to market to consumers beyond traditional store walls. Whether the data comes from Foursquare or other competing location intelligence firms, it’s being used to demonstrate which mobile ads drive people to physical stores with real-time feedback.

Street Culture: Birdzi Finds ‘Liberation’ in Lack of Corporate Hierarchy

“What happens a lot of times in corporations is you find that decisions are made that can’t be questioned,” says CEO Shekar Ramen. “We don’t have any of that and we want to maintain the flat nature of our company as much as possible.”

How SMBs Can Take Advantage of Location in Paid Search Campaigns

One theory among local agencies is brick-and-mortar merchants haven’t been as successful with paid search because they aren’t taking advantage of location targeting capabilities. Here are eight way that local merchants can take better advantage of location in these campaigns.