Location Intelligence

Archive for the ‘Location Intelligence’ Category

May 2, 2018

#LSA18: Where is Location Going?

Location data has evolved from a pin on a map to a multi-faceted marketing tool that can help businesses drive ROI and performance. GroundTruth, who’s been at the forefront of this category, launched a disruptive “cost per visit” ad model in 2017, as well as a “cost per SKU” model for CPG brands earlier this…

Contributed by: Jessica Meyers

March 29, 2018

Replay: How Location Data Predicts Retail Closures, Trends & Opportunities

Last year saw the largest number of retail closures in history and 2018 may eclipse it. From Toys ‘R’ Us to Nine West, these failures could have been predicted using location data. For marketers, this same data can also be used to predict positive trends and opportunities to engage with consumers. During this webinar, Cameron…

Contributed by: Joe Morsello

March 1, 2018

Placed Insights Provides Free Access to Location Intelligence

Placed is launching a free location data tool called “Placed Insights.” There’s also a paid version, which offers more customized views of the data. But the free version seeks to educate agencies, retailers and brands about the many uses of location intelligence. Mobile location data was originally discussed in the limited context of real-time geofencing. Over the past several…

Contributed by: Greg Sterling

February 22, 2018

Yelp Local Data Reveals Neighborhood Changes in Real Time

According to a new analysis from Harvard Business School, location and local business data from digital platforms, like Yelp, offer powerful insights when it comes to “shedding light on the evolution of neighborhoods.” The authors argue location data can complement Census Bureau data, which takes a long time to collect and has limited information about…

Contributed by: Joe Morsello

February 22, 2018

Location Intelligence Is Helping QSRs Tune Into What Fast Food Diners are Watching

It wasn’t too long ago that marketers only associated location data with geo-fencing for retail. The truth is, location intelligence informs brands with deeper insights than just serving an ad to a potential customer nearby. Today, location intelligence has become the nexus point for consumer data, the conduit between digital and physical worlds, and in…

Contributed by: Sable Mi

February 20, 2018

Is Yelp Local Visits Test a Harbinger of ‘Real World ROI’ for SMBs?

Location intelligence companies such as GroundTruth, PlaceIQ, Placed, UberMedia, Foursquare, NinthDecimal, Factual, Verve, Thinknear, Blis, Cuebiq and others have been providing audience targeting and offline attribution to big agencies and brands for several years. (This is the kind of material we discuss at The Place Conference [September 12-13 in NYC].) Facebook and Google also offer offline metrics for larger advertisers. These…

Contributed by: Greg Sterling

February 15, 2018

Introducing LSA Market Landscape Reports: Location Intelligence

Yesterday we released the first of what we intend to be a series of Market Landscape reports on different technology tools and services. The first is on location intelligence providers. The intention of these reports is to offer LSA members and the broader local ecosystem audience an overview of the market segment, profile the major vendors and offer questions…

Contributed by: Greg Sterling

February 5, 2018

Study: 37% of Brands Utilize Location Data to Improve Marketing Efforts

As the number of connected devices (smartphones, tablets, voice assistants, etc.) grows, so does the amount of location data derived from these devices. Collecting and analyzing this data can prove incredibly beneficial for understanding how, when and where consumers use their devices and how this usage impacts the path-to-purchase. The State of Location Intelligence 2018…

Contributed by: Courtney Dobson

February 1, 2018

Factual Literally Mapping the Consumer Path-to-Purchase

Location intelligence company Factual announced the release of two products this morning: Geopulse Insights and Geopulse Measurement. They literally help map the (physical) path to purchase. Geopulse Insights offers information about consumers’ “demographic characteristics and behavioral propensities,” based on their real-world activity and place visitation. The product shows consumers’ physical path to purchase: where they go…

Contributed by: Greg Sterling

January 4, 2018

On Target: Skyhook Talks about the Evolution & Future of Location Data

For years “local” was synonymous with small business, but smartphones, ubiquitous sensors and location data have transformed the market. Location has become about context, data and understanding how people interact with businesses and organizations offline. It’s also about audience segmentation, intent and in-store attribution. In a recent podcast discussion, I spoke with Skyhook’s David Bairstow and…

Contributed by: Greg Sterling

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