Tracking online-to-offline (O2O) behavior is one of the most compelling use cases for location data, but execution is a challenge for many marketers. New data show that these challenges aren’t due to a lack of understanding, but are more organizational in nature. According to a PlaceIQ survey of 200 multi-channel marketers, 36% said “not enough…
The customer journey continues to evolve to encompass a greater number of marketing touchpoints, devices, and choices. Location data is acting as the common thread for marketing to measure how customers are engaging across channels, including TV, display, email, social media and in-store. Despite the relative “newness” of location-based marketing, the journey for location data…
Marketers and agencies are embracing location as a tactic that can pay dividends in both the short and long term. At the 2017 Place Conference 3 employees at top agencies Erica DePalma, from Media Horizons, Carly Costantino from SapientRazorfish and Matthew O’Neill from GroupM were asked to share their thoughts on the value of location…
At today’s Place Conference in New York City, Gabriel Francis, the Team Lead and Product Marketing Manager of Offline Sales, discussed how the company is helping advertisers show more relevant ads to consumers and remove the complexity businesses face in trying to engage with them throughout the path to conversion. Last year Facebook announced two…
Earlier this year, GroundTruth rolled out a new performance model called Cost Per Visit that charges marketers only when people come into their store or business location. With other companies like Blis and Retale rolling out their own pay-per-visit model, brands and marketers alike are having to fundamentally rethink how they buy media. While there is some…
TouchTunes, the largest interactive entertainment company in the U.S., and Foursquare, the world’s top location intelligence company, today unveiled a case study at the Place Conference in Times Square that reveals 33% growth in YoY mobile coinage/revenue for TouchTunes following the implementation of Foursquare’s Pilgrim SDK. TouchTunes (TT) went in search of a better, more…
When you’re a challenger brand, you don’t have $100 million dollars to test-and-learn on digital campaigns. But according to Mike Fransz, VP of Marketing at ProYo, location-based mobile offers some of the most cost-effective and compelling customer engagement available today. ProYo got its start as a roadside frozen yogurt stand in California. Today, with a growing…
While location data offers a number of use cases that were previously unavailable to marketers in the recent past, location data accuracy has been and remains a widespread challenge for location data providers. However, many providers often falsely claim to have the “best” or “most accurate” location data. This morning at the 2017 Place Conference,…
The proliferation of smartphones – roughly 2.5 to 3 billion smartphones globally – has changed everything. From the marketing and advertising perspective, it is the data derived from these phones that have been particularly transformative. Accelerating this data disruption are sensors like beacons, WiFi, near-field communication (NFC) and more. Greg Sterling kicked off the 2017 Place…
Location intelligence has been the stealth player in mobile advertising, while search, social and video have gobbled up the attention of advertisers over the last couple of years. But don’t underestimate the power of location. According to Pew Research, 77% of Americans now own a smartphone, which means advertisers now have lots of information about…
