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The GeoMarketing Top 5 Countdown

Mobile dominated the news this week, with Millennials upping their app use and shoppers making holiday plans on their smartphones. Take it in!

Location-based offers are going to be key to drawing shoppers over the next crucial six weeks. With Thanksgiving less than a week away, here’s how the news is shaping up in advance of the holiday season.

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5. Millennials Look To Apps For In-Store Info This Holiday Season

The demographic, which has matured into a group with major purchasing power, engages with mobile while in-store at a 19 percent higher rate than the overall average, and apps at a 12 percent higher rate.

4. Black Friday Shopping Plans Increasingly Being Made On Mobile

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“The 2015 holiday shopping season will be driven by moments,” said Ryan Bleich, director of market development for retail at Rocket Fuel. “The market continues to shift focus away from Black Friday and Cyber Monday shopper targeting to a more holistic, moment-based experience throughout the shopping journey during the holiday season. Ultimately, a marketer’s influence on consumers’ holiday shopping decisions will be reliant on their ability to score time of day, day of week, device, mindset, and recent purchases in order to identify the best moments to reach those consumers with targeted ads across any and all kinds of their devices.”

3. GeoMinds: Death of The Specialist: The Evolution of Cross-Platform Advertising

In a cross-platform world, knowing many things is better than knowing one big thing, writes Simpli.fi’s James Moore.

2. With Predictive Marketing, Focus On The In-Store Action

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In a session at the 4A’s CreateTech conference on Predictive Marketing: Promises and Pitfalls, Dstillery’s Claudia Perlich broke down one of the key challenges in terms of making the most of machine-learning. The technology — which analyzes large swaths of past behavioral data in order to determine which people have a high propensity to buy product X in the future — learns to predict accidental clicks much more easily than intentional clicks.

1. Verve Continues Hiring Spree With Focus On Data, Analytics

Barely a month after Verve Mobile CEO Nada Stirratt hired her former Viacom colleague Kevin Arrix as CRO, the mobile ad platform is turning its attention to rounding out its analytics team with the addition of Bryan Throckmorton as the company’s new VP of Enterprise Data and Tim Gough as VP of Insights and Analytics.

About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of GeoMarketing.com. A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.