At the 2016 Place Conference, Google’s Chandu Thota said that pure location data accuracy – simple lat-long coordinates – is overrated. The argument was that understanding the environment of a place is more important as it allows for the delivery of information that is contextually relevant and therefore more useful. While the logic is hard to…
Digital media and mobile devices have transformed how we understand and interact with the world around us. For consumers, this means more convenience, reduced friction and persistent access to information. For small businesses and even major brands, however, digital media and mobile have in many ways created more friction and complexity. The promise of digital…
Four Entertainment Group (4EG), a privately held company of various bars and restaurants in Chicago and Cincinnati, had no systematic email collection mechanism across locations, nor automated, cost effective ways to reach email lists. At Place Conference this afternoon we heard how the company partnered with Zenreach to accomplish this. Leveraging a simple value exchange…
SIM Partners shared a case study with the Place Conference audience about work they did with Shoe Carnival to better understand how customers go from search to store. Leveraging location data and contextual content, supported by SEO best practices, SIM Partners was able to drive 76% lift in organic site visits. SIM Partners took a…
Smart lighting is an indoor positioning technology that offers highly accurate, real-time location information as a beacon alternative. Today at Place Conference, Aisle411 and Philips Lighting discussed what the retail world looks like when utilizing smart lighting. Nathan Pettyjohn of Aisle411 started by saying that 30 centimeters is extremely important as it relates to indoor…
Kicking of the “Solving the Location Data Accuracy Problem” session at Place Conference, Google’s Frank van Diggelen shared some results of a study that looked to identify GPS location data accuracy. What the study found was in open spaces, GPS is accurate within 5 meters and in city environments GPS is accurate within 16.8 meters…
During a discussion of a case study with NinthDecimal and OMD, the Place Conference audience heard about how McDonald’s was able to build awareness and drive loyalists into stores to play Monopoly. Leveraging a spectrum of location and behavioral data, McDonald’s identified high-value audience segments and successfully got them to return to the store. As…
In an effort to better understand consumer behavior, Shell, owner of Penzoil auto service stations, launched an in-app display campaign with the intention of boosting and driving ROI and targeted transactions. The challenge for Shell’s agency, Ansira, was to efficiently execute, test and optimize the campaign while proving marketing success “after the click.” Working with…
According to Unacast CEO Thomas Walle, proximity sensors (beacons) deployed globally grew 33% in Q2 2016 to 8.27 million sensors. The growth has been rapid, but Walle expects it to increase significantly now that Apple has removed the iPhone headphone jack. Future iPhones will rely on Bluetooth to connect with headphones and this is good…
In the location intelligence spaces (online-to-offline, proximity marketing, indoor, etc.) much is made of the importance of location data accuracy, and for good reason. However, today at Place Conference in Chicago, Google’s Chandu Thota said that location data accuracy – simple lat-long coordinates – is overrated. Thota, taking a consumer-centric perspective, said that Google’s efforts…
