Tracking & Attribution

Archive for the ‘Tracking & Attribution’ Category

June 6, 2017

Buying Placed, Snapchat Spends $125M+ for Location Intelligence

As we’ve argued previously, location intelligence is becoming the centerpiece of digital advertising, from audience targeting to competitive intelligence and attribution. More evidence of that comes in the form of Snapchat’s acquisition of Placed for more than $125 million. Placed is a location analytics platform that, among other things, measures offline store visits. I recently…

Contributed by: Greg Sterling

June 5, 2017

ReachLocal Introduces ‘Trusted Advisor Program’ for Accountants

In the very early days at ReachLocal, the company tried to build a salesforce of independent contractors – Uber for marketing services (before Uber). It abandoned that strategy to build its own direct salesforce. Now ReachLocal has come full-circle in a way. The company introduced a new video outlining its new “Trusted Advisor Program.” The program targets certified public…

Contributed by: Joe Morsello

June 1, 2017

Selective Takeaways from Mary Meeker’s Data Dump

I’ve gone through all 355 slides — so you don’t have to. The chief virtue of KPCB’s Internet Trends report is that it combines a great deal of pre-existing data from numerous sources into a single “narrative” about growth and disruption. The document is far too long to write about as a whole. However, below…

Contributed by: Greg Sterling

May 25, 2017

Top 5 Most Important Factors for Measuring Campaign Success

The fragmented nature of digital media has created lots of complexity when it comes to media planning and measurement. Even as new attribution solutions seek to make it easier to determine “what’s working,” measuring campaign success remains a challenge for most marketers. According to a new study, marketers say the top five most important insights…

Contributed by: Joe Morsello

May 23, 2017

Google Takes Offline Store Visits, Sales Measurement Mainstream

At Google’s “Marketing Next” event today the company made several significant online-to-offline targeting and analytics announcements: Location extensions are coming to YouTube ads Offline store visitation measurement for YouTube ads Expanded availability of in-store sales measurement for AdWords On the third bullet, Google has been experimenting with in-store sales measurement since 2014 and has licensed…

Contributed by: Greg Sterling

May 15, 2017

What Happens to Local AdTech in a Privacy-Focused World?

Depending on your circle at the marketing and tech cocktail party, adtech is either a fast-growing game changer, or a questionable technology with serious consequences. Interestingly, this debate is largely overlooked in local marketing circles where customer data is typically lauded as the perfect vehicle to scale local targeting. However, I recently interviewed a marketer…

Contributed by: Megan Hannay

May 10, 2017

On Target Podcast: David Shim, Founder & CEO, Placed

Location data is increasingly valuable to brands and marketers for a growing number of use cases. Some people, however, still think of geofencing when they think about location. Location data can be used to understand audiences and the customer journey, for ad targeting, competitive intelligence, media planning and attribution. And now it’s changing business models,…

Contributed by: Joe Morsello

May 9, 2017

Empyr Introduces Sales-Based O2O “Cost per Revenue” Model

I’ve been arguing that companies selling marketing services to SMBs need to prepare for a time in the relatively near future when they’ll be asked to report on how many people actually came into stores or how many actual (offline) conversions were generated by a campaign. With the advent of location history and mobile-location tracking,…

Contributed by: Greg Sterling

May 1, 2017

Location Defines Us: How Mobile Data Is Transforming Marketing

A few weeks ago we wrote about how the latest comScore data show 69% of digital media time spent is now on mobile devices. Furthermore, last week Greg Sterling wrote about the IAB’s latest data showing that mobile now accounts for over 50% of digital ad spend. The shift to mobile has been rapid, but…

Contributed by: Joe Morsello

April 19, 2017

Why Location Is the Future of Digital Marketing (Webinar 4.27.17)

Please join the LSA and xAd for an exclusive webinar presentation Thursday, April 27 from 2:00 pm – 3:00 pm ET. Mobile now accounts for 69% of all digital media time spent and these location-aware phones and apps are generating an abundance of location data. From targeting, to attribution, to consumer behavior, location intelligence is transforming…

Contributed by: Joe Morsello

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