The GeoMarketing Top 5 Countdown
This past week had it all, from beacons in Turkey to major attribution developments. Take it in!
Looking for a little reading to wrap up your Friday? Below, our top stories from the past week — and our favorite links from around the web.
And in case you haven’t heard, we have a special offer for GeoMarketing readers:
On October 22nd and 23rd, the Location Based Marketing Association will host RetailLoco —a two day event that will deliver insights and trends on the latest in mobile and location-based tools and techniques for retailers. The event will feature keynote speakers, panels on indoor location, proximity-based payments, in-store digital signage, push notifications, metrics / analytics, and more.
Register for the LBMA’s Retail Local conference here and use this special promo code: GEO25. We look forward to seeing you there as well!
Link Picks of the Week:
- Location Accuracy: Ad Exchange Data Falls Short — Marcus D. Collins, AdExchanger
- The 10 things in advertising you need to know today — Lara O’Reilly, Business Insider
- The (Internet Of Things) Doctor Will See You Now — And Anytime — Adrian Bridgwater, Forbes
- How Neiman Marcus plans to digitize — Hilary Milnes, DigiDay
- Shopkick Wins Text-Spam Lawsuit —Wendy Davis, Mediapost
Top Stories of the Week:
“Proximity marketing has taken location based marketing to a whole new level,” writes Proxbook’s Roman Kallas. “More and more proximity solution providers are starting to publish white papers with amazing ROIs from different marketing campaigns. But nevertheless, according to xAd’s Global location snapshot, 3 in 10 marketers worldwide said that the inability to measure success was their top concern with mobile location advertising.”
PlaceIQ‘s update, Enterprise PVR, is being positioned as “the first in a series of enterprise products for PlaceIQ,” the New York company said in a release. Originally rolled out three years ago, the Place Visit Rate has generally been defined by PlaceIQ as a “a real-world KPI” that measures in-store ROI.
It’s not clear whether E-PVR will be a separate product available only to larger brands or if it represents a complete overhaul of the original metric solution. But what is clear that whether this is truly a “new product” or a just a “new positioning” for PlaceIQ, the company is continuing to directly challenge Placed and NinthDecimal for online-to-offline attribution.
“There’s a problem in the ecosystem,” says Eric Nielsen, CMO at Moasis. “All of this fine regularity around audience insights and so forth is not being met with he corresponding capability to deliver for those audiences and with that precision in real time. There’s really no one out there operating a fully programmatic solution, along with the consumer insight and the [attribution component]. With Moasis, [we aim] to provide that under one stack — all of these components operating in real time and in a closed loop — so that no data is lost in translation and there are no significant lags in the system.”
The Hearst pub’s ‘Shop Now!’ mobile feature connects consumers to selected brands using location-based offers.
“This program provides a great example of how beacon marketing can be used by innovative publishers and brand advertisers, working together with retailers, to enhance the physical store shopping experience,“ said Hilmi Ozguc, Swirl founder and CEO. “Elle has a rich history of using technology to bring fashion and lifestyle content to life, and this program represents yet another way in which they are creating value for consumers and advertising partners.”