Location Intelligence

Archive for the ‘Location Intelligence’ Category

June 1, 2018

Does Location Intelligence Have a Future in Europe?

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…

Contributed by: Greg Sterling

May 30, 2018

Webinar: Why Every Business Needs a Location-Data Strategy

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…

Contributed by: Greg Sterling

May 7, 2018

Why Businesses Will Benefit from the Location Marketing Roll-Up

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….

Contributed by: Jon Schepke

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

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