Daily News: Location Measurement Standards, Digital Disruption, Google to Expand Store Visit Program

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

To Standardize Location MRC Releases New Data Guidelines (March 31, 2017)
LSA Insider: “This week the Media Rating Council (MRC) released a 45-page ‘Location-Based Advertising Measurement Guidelines’ document.”

Companies Not Even ‘Fairly’ Prepared to Handle Digital Disruption (March 31, 2017)
eMarketer: “Less than half of marketing executives worldwide consider themselves ‘fairly prepared’ to meet digitally disruptive competition.”

55% Say AI Will Take Over SEO in Next 10 Years [SURVEY] (March 31, 2017)
Search Engine Journal: “28% say AI will never take over SEO, 55% predict AI will take over SEO within 10 years, and 17% say in 11-20 years.”

Are Location-Based Pay-Per-Visit Ads Poised To Become Standard For Retail? (March 30, 2017)
GeoMarketing: “There’s growing demand among advertisers for greater transparency and accountability from their media partners.”

Google is set to expand its store visits program to thousands more advertisers (March 30, 2017)
Marketing Land: “Improved measurement techniques and machine learning-powered modeling have helped Google track more than 4 billion store visits from ads.”

Betting on Local Wi-Fi: A Look at ZenReach and LinkNYC (March 30, 2017)
LocalOnliner: “Is there a good ad/subscription model to take Wi-Fi to every business location, and even city-wide?”

Sears: The Holy Grail is marrying data, mobile, marketing and merchandising (March 30, 2017)
ClickZ: “Sears is combining data analytics and digital marketing into one function, headed by one person, and entrusting that role to an analytics guy.”

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