Daily News: Advice from the Future of “Local,” Marketing-Mix Modeling, New Location Data Pact

Here is today’s roundup of news related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.

LSA17 Session Spotlight: Local 2020 – Advice from the Future (January 20, 2017)
LSA Insider: “The opening LSA17 session is intended to offer short Ted Talk-like presentations of key topics, issues and competitive variables that will impact the next three years.”

Marketing-Mix Modeling: A Road of Missed Opportunity for Brands (January 20, 2017)
AdExchanger: “Marketers need to better align their consumer engagement efforts with this multichannel behavior.”

Programmatic Advertisers Get Even More Precise Consumer Location Data With New Pact (January 20, 2017)
AdAge: “Freckle IoT has struck a deal with five big platforms for programmatic ad sales that will let marketers track whether ad exposure boosted store traffic.”

Rocket Fuel Taps AudienceX To Service SMB And Indie Agency Accounts (January 20, 2017)
MediaPost: “As Rocket Fuel restructures it has tapped ad-tech partner AudienceX to run small business and independent agency accounts.”

Snapchat to Enable Ad Targeting Using Third Party Data (January 19, 2017)
Wall Street Journal: “Snapchat follows the lead of Google, Facebook and Twitter by working with Oracle Data Cloud.”

Mobile Driving Marketing Spend Among SMBs (January 19, 2017)
MediaPost: “Largely driven by their interest in mobile, 70% of small- and medium-sized businesses plan to up their digital marketing investments this year.”

Yext hires new president as it looks to IPO (January 19, 2017)
TechCrunch: “Yext is announcing that Jim Steele will be joining the company full-time as president and chief revenue officer.”

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