Local Data

  • Study Highlights Location Data Uses in Real Estate, Retail Analysis, Smart Cities

    … of anonymous consumers in the Westfield World Trade Center (WTC) shopping mall, right after the mall’s grand opening in August. The study differentiated between tourist and local visitors, and the most interesting piece of data that showed up was about consumers’ top three favorite brands. Analyzed visitors showed the strongest brand affinity for brands…

    Street Fight- 12 readers -
  • Gimbal Launches Proximity Data Platform for Mobile App Publishers

    … already using the Gimbal platform include Scanlife, SnipSnap, and Perfect365. To source the data, Gimbal partners with a number of local data companies including Kochava Collective and Unacast. Gimbal’s platform-as-a-service spares mobile app publishers the need to hire developers or task their own developers with laying out an infrastructure…

    Street Fight- 16 readers -
  • How Businesses Can Take Advantage of the Massive Opportunity in Local Data

    … highly relevant data points. The difficulty of accessing local data has been changing with the rise of smartphones. All of a sudden, it is possible to measure movement and context. We no longer have to guess and approximate where consumers go, because mobile phones can provide data that paints a much richer picture of where, when, and why users visit…

    Street Fightin How To's- 11 readers -
  • xAd Unveils Location Intelligence Platform for Brick-and-Mortar Businesses

    … xAd, a New York-based company that leverages location data to help marketers understand how best to court consumers, announced a new tool called MarketPlace Discovery on Wednesday. The platform will provide brands with insights about where consumers active in their industries are shopping. The release builds on xAd’s previous work to provide…

    Street Fight- 17 readers -
  • Rocket Fuel and The Data Trust Partner to Improve GOP Ad Targeting

    … computers, laptops, and smartphones. Each serves a unique purpose and, as such, marketers are learning to treat them as unique entities as they deliver ads. In an effort to improve the ad targeting efforts of Republican campaigns, ad tech company Rocket Fuel announced today that it has partnered with The Data Trust, a right-of-center voter file…

    Street Fight- 9 readers -
  • Whither the Search Engine in the Age of Mobile?

    … automatically the first resource to which consumers turn. The latest evidence comes from a new study, “Local Search: Unleashing Opportunities for National Brands,” conducted by International Data Corporation (IDC) on behalf of YP. The two partners unveiled the research yesterday at an Advertising Week XII workshop in New York. The key finding…

    Street Fight- 13 readers -
  • How Local Found Itself on a Mound of Big Data

    … There is no question the hyperlocal era has brought with it a heady onslaught of data about consumer behavior and the way local businesses interact with their customers. Start with local search, layer on mobile, bake in beacons, and leverage calls to track consumers as close to a business as possible. In-store, interact through mobile messaging…

    Street Fightin How To's- 27 readers -
  • Brands Ignoring Local Search Are ‘Kicking Away’ the Opportunity Google Is Giving Them

    Last summer, Google released a significant change to its local search algorithm that aimed to improve the accuracy of location parameters in a search result. In the months since, the update, later dubbed Pigeon, appears to have shifted the balance of power in its results to favor larger-scale, branded search terms. The algorithm update comes at a complex moment in the local search industry.

    Street Fight- 8 readers -
  • Marketers Know Even More About Offline Behavior Than You Think

    … is that Facebook can now access offline purchase data through a partnership with Oracle-owned Datalogix, and does not need to just rely on users who click on an ad an immediately buy a product online. We are seeing innovation in local business data as well. Seattle-based Porch raised $65 million in January to expand its home services site, which has…

    Steven Jacobs/ Street Fightin Google Facebook- 24 readers -
  • Study: Mobile’s Data Problem Is Getting Worse

    … three months as publishers move more inventory to programmatic environments. The report, released by Thinknear, the mobile advertising subsidiary of mapping giant Telenav, found that of the 68% of mobile ad impressions which include a latitude-longitude, only 37% of those coordinates are accurate to 100 meters (roughly the size of a football field…

    Steven Jacobs/ Street Fightin Mobile- 7 readers -
  • PlaceIQ Opens Up Mobile Advertising Data to Agencies

    For years, mobile advertising firms have pitched brands on the opportunity to target their customers in the real world. Now, PlaceIQ, a mobile advertising startup, wants to help marketers better understand that behavior before a campaign starts — and understand how it changes after it’s finished.

    Street Fight- 8 readers -
  • Designing a New Value Proposition for Consumer Location Data

    … In a paper published earlier this month, a group of researchers tried to put a price tag on the personally identifiable information that flows from our mobile devices. The results indicated some of the unique challenges facing companies interested in mining a consumer’s location data, and the divergent paths of two tech companies that have built…

    Steven Jacobs/ Street Fight- 6 readers -
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