Today at Place Conference London, I provided insight into GotU’s proprietary technology, specifically created for companies with a local sales force and offering an effective solution of local digital advertising. Throughout the session, I stressed that the real challenge all digital communication players are now facing is not so much how to make digital communication work,…
It’s a paradox that when companies are employing outside data to power their products and/or decisions they are not actually basing those on data – but on conclusions on data made by others. Why is this? Probably due to two reasons: The first being that data is a scarce and valuable resources in the internet…
Blis’, Head of Insight, Alex Wright kicked off this morning’s agenda at Place Conference London by providing insight into how location data can help brands succeed in a world where mass broadcast has continued, but mass consumption is increasingly rare. Spatial Science In order to explain how location data can help brands, we firstly need…
Advertising spend has traditionally followed audiences. That’s why Google and Facebook captured roughly 63% of all digital spending in 2017. However, a new report from Lawless Research, commissioned by Factual, argues that marketers are looking for alternatives and that location-targeted programmatic and other location-data use cases can be that alternative. According to a survey of about…
Marketers have only begun to understand location intelligence and tap into its potential. While many are realizing location’s utility in identifying new customer markets, improving marketing efforts and improving customer service, many other use cases exist, and it appears marketers are starting to look into these uses. A recent survey of 150 marketers in North…
Geocodes are the things that allow us all to find things like businesses, hospitals, parks and other points of interest on virtually any digital map in the world. This includes Google Maps, Yandex Maps, Apple Maps, HERE Maps, TomTom Maps, 2GIS Maps, Open Street Map, Naver Maps, Bing Maps and more. If you ever use…
Mixed reality is a term that encompasses both augmented reality (AR) and virtual reality (VR). But the two technologies appear to be headed in the opposite direction. Yesterday at Apple’s WWDC developer conference the company introduced ARKit 2 with enhanced capabilities and “shared experiences” (e.g., multi-player games). Apple has a vision for what it calls…
From a marketer perspective one of the most exciting developments of the past few years has been the rise of “location intelligence.” In other words, accessing mobile user data to identify real-world audience behavior patterns, track media influence on offline purchases, benchmark competitive “share of visits” and numerous other use cases. However, with the passage of Europe’s new…
Location has evolved dramatically from a relatively crude instrument focused on real-time consumer actions to a flexible tool that has an ever-increasing number of use cases. Indeed, location intelligence has become an enabling technology that can answer numerous questions around customers, competitors and product usage and development. The following 2018 survey (n=200 executives) partly illustrates this growing range of uses: LSA’s Place…
The great location marketing roll-up is in full swing. In recent months, we’ve seen a flurry of merger/acquisition activity from location marketing vendors (including mine) across North America. Significant M&A activity has ranged from Snapchat’s acquisition of Placed to Gannett/ReachLocal acquiring SweetIQ. The location marketing roll-up is more than a story of vendors increasing scale….
