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Daily News: Marketers Want Better Digital ROI Data, Twitter Ads Allow SMB Targeting

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Here is today’s roundup of news related to location-based marketing, media, technology, sales, commerce and more:

Is YP’s Search Data Strong Enough to Win More Local Digital Ad Dollars? (July 7, 2015)
Adweek: “YP is transitioning from its roots in print phone books to mobile and display advertising with what it claims is a lot of data to please both small businesses and big brands.”

Bing Adds New Tools, Enhanced Content To Mapping Upgrade (July 6, 2015)
Search Engine Land: “Earlier today Microsoft announced the next version of Bing Maps will offer many new features, enhanced content and multiple design enhancements.”

Local Search in Europe: Google Maps vs. Yelp vs. TripAdvisor (Nobody Wins) (July 6, 2015)
Screenwerk: “I wanted to share some local search related thoughts and observations from my travel experiences in Europe, especially around TripAdvisor, Google Maps and Yelp, all of which I used very extensively.”

Marketers Say They Would Spend Even More on Digital Ads If Measurement Improved (July 6, 2015)
Wall Street Journal: “According to a new study by WPP agency Millward Brown Digital, more than 70% of marketing executives polled said they would increase their spending on mobile, digital and social platforms if there were better ways to measure return on investment.”

Platform Sonata To Retailers: Where Customers Are Is Who They Are (July 6, 2015)
GeoMarketing: “Both real-time and historical location data are key to building an understanding of a consumer’s total self, and brands need to look at this complete picture in order to target mobile audiences successfully.”

Twitter Just Made It Easier for Advertisers to Target College Grads, Parents and Small Businesses (July 2, 2015)
Adweek: “Twitter wants to make targeting easier for advertisers, so today it unveiled a feature called ‘personas,’ which lets brands target groups of consumers based on whether they have college degrees, are parents, make more or less than $100,000 or run small businesses, to name a few.”

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