Placed Raises $10M to Help Mobile Advertisers Ditch Clicks
A hedge fund has led a $10 million series B investment in Placed, a location analytics firm that uses Nielsen-like panels to help advertisers measure the effectiveness of advertising in the physical world. The funding highlights the growing demand by stakeholders in the mobile marketing industry to move beyond the click-through-rate by measuring the performance of digital advertising offline…
Street Fight: Uber Raises $1.2B, Apple Acquires Local Search Engine
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber Gets an Uber-Valuation (Wall Street Journal)… Apple Acquires Spotsetter, A Social Search Engine For Places (TechCrunch)… Jim Brady Plans News Org in Philly Called Brother.ly (Poynter)…
How Data is Transforming the Local Purchase Funnel
For years, the local marketplace largely missed out on a data revolution that has transformed commerce on the web. But the rapid adoption of the smartphone is quickly bringing the local shopping experience to parity with ecommerce, transforming the consumer journey and dramatically improving the targeting capabilities available to marketers today…
New Location-Based Services Are Poised to Enter the Mainstream
To a surprising degree, the panels and presenters at Street Fight’s Local Data Summit last week in Denver emphasized a similar theme: we’re about to see a plethora of new technology-enhanced real-life experiences centering on ingenious uses of data. The signal feature this time around is an orientation toward experiences situated in a physical context. The question the new technologies will answer is this: “What do I need my technology to do for me now, in this place, at this time, under these circumstances?”
Placed CEO: In the Real World, It’s People — Not Places — That Matter
There’s a broader effort in the technology community to chart consumer behavior in the real-world, using mobile devices to measure movement throughout the the world as marketers use cookies trace users as the browse the web. Street Fight recently caught up with David Shim, the chief executive at Placed, to discuss the ins and out of charting consumer behavior in the real-world…
How To Use Location To Find Black Friday Shoppers on Mobile
Retailers in the U.S. will debut their Black Friday deals on Thanksgiving this year, in an attempt to expand the annual buying binge, which accounted for $11.1 billion in sales last year, by a few more hours. For one-time events where consumers often break habitual patterns, a consumer’s proximity to a store may not be the best indicator of intent. But a deeper look into where shoppers go in the past may tell a more compelling story for marketers, according to new research from location analytics firm Placed…
6 Tools to Track the Real World Impact of Online Ads
The percentage of companies that analyze online-to-offline interactions is steadily growing — reaching 48% in 2013, according to Econsultancy. As interest grows, hyperlocal vendors are rising to the occasion and refining the metrics they provide. Here are six tools that businesses can use to track the real world impact of their online ads…
Explainer: How Local Data Startups Are Building Analytics for the Real World
There’s been a lot of excitement around in-store analytics recently as venture funding has begun to pour into the space. But the trend is one part of a much larger technological effort to quantify consumer activity in the real-world, bringing the same measurement about where we go, when we go there, and where we came from that Google Analytics and Comscore brought to the web years ago…
Street Fight Daily: Square’s Ecommerce Push, Waze Data In Google Maps
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Square’s Quiet E-Commerce Threat (BusinessWeek)… Waze Data Is Starting To Show Up In Google Maps (BuzzFeed)… Selling By Groupon Insiders, Like Big News, Is On Way (USAToday)…
Street Fight Daily: Google Wallet Expands, Square IPO ‘Eventual’
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Google Expands Digital Wallet Offering (Wall Street Journal)… Jack Dorsey: Square IPO Will Happen ‘Eventually’ (Mashable)… With Webvan’s Implosion as Cautionary Tale, Instacart Slowly Begins to Expand, Starting With Chicago (AllThingsD))…
Street Fight Daily: PayPal Redesigns App, Braintree’s on the Block
A roundup of today’s big stories in hyperlocal content, commerce, and technology… PayPal Refreshes Mobile App to Woo Shoppers and Fight Off Rivals (New York Times)… Braintree Is On The Block, Had Acquisition Talks With Square (TechCrunch)… Last-Minute Deal App HotelTonight Raises $45 Million (Wall Street Journal)…
5 Tools for Measuring In-Store Visits Driven By Mobile Ads
Matching online ad exposure to offline visits has always been challenging for retailers, many of whom are unwilling to invest heavily in platforms that can’t show a direct ROI. Here are five platforms that merchants and CPG brands can use to get a better idea of how much in-store traffic is being generated by their mobile campaigns…
LBMA Podcast: Millenial/JumpTap, Placed, and Siamese Systems
On the show: Google launches Carousel visual search; Renew London smart recycling bins are sniffing your MAC address; Millennial scoops up JumpTap; Tour Sicily with the San Pellegrino robot; Placed trying to morph into the ComScore of the real world; Riding the payment waves without batteries; Special guest Alex Kottoor of Siamese Systems talks mobile CSI…
With New Ad Product, Placed Connects Dots for In-Store Visits
Slowly but surely, technology firms are finding direct links between the ads we see on mobile devices and the places we visit in the real world. Placed has partnered with xAD to launch a new product called Placed Retention, which uses the company’s panel of participating consumers to determine whether a mobile user who was exposed to an ad appeared within a store days later…
Street Fight Daily: Patch To Close 400 Sites, eBay Launches Retail CRM
A roundup of today’s big stories in hyperlocal content, commerce, and technology… AOL Won’t Deny The Rumor That Patch’s CEO Is Out After Just Two Months On The Job (Business Insider)… eBay Launches Salesforce-like Platform For Merchants (TheNextWeb)… Google Directs ‘Relevant Ads’ to Maps (CNet)…
7 Ways CPG Brands Can Leverage Location-Based Marketing
Location-based marketing tools make sense for retailers trying to drive customers into their stores, but what about brand advertisers? Here are seven strategies that brands can use to take advantage of location-based marketing tools right now, even without having their own physical establishments…
Street Fight Daily: Twitter Brings Local Trends to Mobile, Square Poaches PayPal Exec
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Twitter Updates Its Apps with New Trends Locations (TheNextWeb)… Square Hires An Exec From PayPal To Form Payments Partnerships With Retailers (TechCrunch)… Brownstoner Founder Jonathan Butler’s Venture-ing into Queens (Daily News)…
How the Internet of Things Could Spawn a New Kind of Analytics
A new set of technology companies are working to help transform the way businesses understand consumer behavior in the real world. Powering these new technologies is a burgeoning web of connected devices — from smartphones and thermostats to wireless routers and traffic cameras — that constantly collect a river of information about their surroundings…