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Archive for the ‘Tracking & Attribution’ Category

June 24, 2016

Creepy vs. Cool: How Location Cuts Both Ways for Consumers

Dozens of surveys have uncovered fundamental consumer ambivalence about use of location. People say they want more relevant and personalized content or ads. But they also get “creeped out” if things get too “Minority Report.” A new consumer survey from RichRelevance exposes this ambivalence. The company surveyed roughly 1,000 US adults in May and released…

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June 21, 2016

Survey: Majority of Consumers’ Offline Buys Affected by the Internet

Last year Forrester Research predicted that in 2020, “42% of in-store sales [will] be influenced by the Internet during the customer’s purchase journey.” Consulting firm Deloitte makes a bolder statement: 64 cents of every dollar from in-store sales was influenced by the internet in 2015. Of the two, the Deloitte number is probably much closer…

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June 17, 2016

Moz Webinar Replay: How to Measure Success in Local Search

Yesterday, alongside Moz, LSA hosted a webinar discussing how to measure success in local search and the metrics to pay attention to. Moz Local’s George Freitag explored the broader set of metrics and methods that local businesses and multi-location brands should be using to more holistically evaluate success in local search. While there was some discussion on the…

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June 16, 2016

MarketPlace Discovery: A New Real-Time Foot Traffic Tool from xAd

Who brings in more foot traffic: Macy’s or Kohl’s? What day and at what time is there the most foot traffic at Target? Which other restaurants and stores do visitors of Subway go? Where exactly do customers of the Starbucks on University Ave in Palo Alto, CA come from? These are just a few of…

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June 15, 2016

Indoor Location: What’s the Real Opportunity? (Hint: It’s not Coupons)

A number of surveys over the past few years have painted an ambivalent consumer picture of location-based mobile marketing. These surveys are very consistent: when there’s a clear value exchange consumers will share location. However consumers also express concern about privacy issues. The latest survey data in this vein is from PR firm Walker Sands….

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May 31, 2016

Telmetrics Hopes to Bring Better ROI to Social Media with Call Tracking

For years call tracking and analytics firms sought to convince search marketers that using call tracking would give them a more complete view of ROI. Call tracking would provide insights into offline conversions, which weren’t being captured by conventional metrics such as clicks, impressions or views. While that was true, a persistent debate around “NAP…

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May 16, 2016

Webinar: Online to Offline Simplified – Measuring Real World ROI

Please join the Local Search Association (LSA) and SweetIQ for an exclusive webinar presentation next Thursday, May 26 from 2:00 pm – 3:00 pm ET. Online to offline attribution is a critical, even mandatory capability in today’s digital marketplace. However, this often requires significant scale, hardware, or considerable sophistication to accomplish. In this webinar SweetIQ…

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May 11, 2016

QSR Foot Traffic Data from xAd Show Importance of Location Analytics

I’m regularly asked what I see that’s “hot” or “important” in the market right now. Online-to-offline attribution/analytics is one of two or three topics I usually mention. There are a growing number of companies that offer, with varying degrees of accuracy, offline attribution or location analytics. Mobile marketing platform xAd is one of the leaders…

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May 9, 2016

Understanding the Path-To-Purchase Just Got a Little Easier

In today’s environment understanding the path to purchase is critical, for any brand, marketer or sales agency, to reach the right consumers at the right time with the right message.  LSA recently released results from their annual Local Media Tracking Study, which monitors media usage, and device preferences when consumers are searching for a local…

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May 4, 2016

Study: 40% of Online Appointment Scheduling Happening After-Hours

Online booking platform Pingup compiled data from Q1 2016 bookings across its local publisher network and exposed some interesting trends and insights. These findings are available in an infographic; however I’ve summarized most of them below. Online bookings grow 30%: Pingup said that online bookings have grown 30% month over month in Q1. While this…

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