How Content Partnerships Have Made Yelp a Data Amplifier

Damian Rollison: It became clear to me, during Yelp’s presentation at the recent Brandify Summit, that the company has become a data amplifier. Here I’m making use of Gib Olander’s helpful term for companies whose data finds its way into a multitude of consumer-facing channels. In this column, I break down the significance of that state of affairs for hyperlocal marketing.

Connecting Dots in the Path to Purchase, Empyr Focuses on Pay-Per-Sale for SMBs

The company’s CEO Jon Carder says that when you can prove attribution to local marketers, their rate of attrition drops dramatically: “It just gets incredibly better because there’s proof of how well the advertising’s working.” Empyr’s solution for attribution connects credit card information with mobile impressions.

Openings and New Hires at Verve, LiveRamp, and Tapad

Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. In this week’s column, Verve appoints a chief revenue officer, LiveRamp hires two new executives, and Tapad brings on new licensing talent.

Raise Report: Massdrop, Mogl, Kik, Zocdoc Score Robust Rounds

Every two weeks we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. In this edition, new investments include big votes of confidence for Revel Systems, Massdrop, and Peach.

Street Fight Daily: The Magnitude of Instagram’s API Switch, PayPal Acquires Mobile Commerce Startup

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Why an Instagram Tweak Spells the Beginning of a Multibillion-Dollar Industry (Recode)… PayPal Makes Its First Acquisition After Splitting From eBay (Fortune)… Google Express Plans to Shut Down Its Two Delivery Hubs (Recode)…

How to Assess Demand for a Hyperlocal Platform

Here are five examples of ways that hyperlocal vendors have assessed demand for their products or services and used that information to better refine the platforms they developed…

LBMA Podcast: Nomi’s Acquisition and Swirl’s Ad Exchange

On the show: Neiman Marcus wants you to snap, find and shop; Appy Pie’s new API; Mogl funded; Facebook relaunches Atlas; iHeartRadio vending machine with Instagram; TouchTunes partners with Kinetic Active Exchange; and a resource of the week from Esri…

Street Fight Daily: Yelp Hits The Hill, Google Kills Another Local App

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.Yelp Lobbying on Patent, Copyright Reform (The Hill)… Google to Discontinue Schemer, the Goal-Sharing Service That Time Forgot (VentureBeat)… AP New Year’s Eve Photos Appear on Digital Billboards (Poynter)…

Openings and New Hires at Datalogix, Yelp, and Clinkle

Every two weeks, Search Influence’s Kelly Benish — who knows practically everyone in hyperlocal — covers some of the latest job changes taking place in this dynamic industry. In this week’s edition, new hires and jobs at Street Fight, MOGL, VendaAsta, Leaf, and AOL.

Street Fight Daily: Intuit’s Next Steps, Bing Integrates TripAdvisor Tools

A roundup of today’s big stories in hyperlocal content, commerce, and technologyIntuit CEO Talks Plan To Grow Company (ZDNet)… Bing Integrates TripAdvisor Tools, Content Into Search Results (SearchEngineLand)… How Life360 Overcame Creepiness To Replace The Most Common Text Message You Send (PandoDaily)…

Openings and New Hires at Tribune, Trulia, Moasis, Twitter

Every two weeks, Search Influence’s Kelly Benish — who knows practically everyone in hyperlocal — covers some of the latest job changes taking place in this dynamic industry. In this week’s edition, new hires and jobs at Groupon, VendAsta, MOGL, Leaf, and more…

6 Post-Couponing Tools for Merchants

Customer return rates on traditional coupons are notoriously low. So rather than saying goodbye to the customers they fought hard to acquire, SMBs are increasingly offering follow-up deals, known as “post-couponing.” Post-couponing platforms give businesses a way to drive incremental revenue by providing additional value to customers who have redeemed mobile coupons. Here are six platforms that provide post-couponing tools for businesses of all sizes…

Case Study: Restaurant Rewards Customers With Cash-Back Promos

After being disappointed by the results of a yearlong advertising campaign with Yelp, The Range Kitchen & Cocktails general manager Edward Camarillo decided to partner with MOGL, a card-based loyalty platform that rewards customers with 10% cash back when they pay with registered credit and debit cards at participating restaurants…