Location tech Archives

Google Maps Turns 10 But What Will Mapping Look Like 10 Years from Now?

Tweet I remember when Google Maps was just a baby. Google launched Maps in 2005. It wasn’t the first digital mapping product by any means. But with its then-novel ability to drag the map without reloading, it quickly came to define dynamic mapping and continues to be the dominant mapping property today. (Re/Code has a […]

Google Now Becomes “Platform,” Incorporates Third Party Content, Apps

Tweet Yesterday Google announced Q4 and full year 2014 results. The company made a boatload of money ($18 billion) but still fell short of Wall Street expectations. That resulted in a short-lived stock drop, which recovered as people realized things “weren’t as bad as feared,” to quote one analyst. Google continues to struggle in mobile […]

Death to the Click: Google ‘Store Visits’ Watershed Moment for Ad Measurement

Tweet Google isn’t the first company to start measuring offline store visits. Facebook has done it; so has xAd, NinthDecimal, PlaceIQ, Placed and others. Indeed, those in the mobile ad space have been doing it for some time. Yet Google’s introduction today of a new “Store Visits” metric is a watershed moment. As I say in […]

StepsAway Offers App-Free Solution for Indoor Marketing in Shopping Malls

Tweet One of the major challenges of indoor location and marketing for venue owners, malls or individual retailers is getting an app onto users’ smartphones. Retailers need to make an argument to consumers to download their apps and engage them to ensure usage. That’s because without an app there can be no notifications or other promotions — […]

It’s the Ad Creative — Stupid

Tweet Time and again at tech marketing conferences the subject of ad creative is neglected or not discussed at all. Sessions are devoted to targeting, big data, attribution and so on. But creative is rarely seriously talked about, though there is some discussion going here in New York at Ad Week. Often the people who […]

With Atlas Online-to-Offline Conversion Tracking Goes Mainstream

Tweet The online and offline worlds are coming together in multiple ways. For some time I’ve been talking about how in the near future offline measurement will be imperative for digital marketing platforms and networks. No longer will it be sufficient to report just impressions and clicks — or any other online only actions. Marketers […]

Will iOS 8 Disclosures Shut Down Location Access for Most Apps?

Tweet The new iPhone operating system, iOS 8, gives users more control over apps using location. Apple will now tell you that an app has been capturing location in the background and ask you if you want to change that. Selecting “settings” from the message sends you into “location services.” What users will find there […]

Beaconpalooza: Macy’s to Deploy iBeacons in All 4,000 Stores

Tweet Using Shopkick as its vendor Macy’s has decided to roll out iBeacons in all its 4,000 US locations. This follows a limited test of the technology 2013 and marks the largest retail beacon deployment to date. The news appeared as part of a larger release about various “omnichannel” initiatives at Macy’s. The beacon rollout […]

Demise of the Click? Store Visit Metrics Extended to Desktop Ads

Tweet I’ve been arguing for some time that the new “offline analytics” capabilities that smartphones enable would eventually make offline measurement a requirement of online (not just mobile) ad campaigns. In that direction, this morning location-analytics provider Placed and Dstillery announced a partnership “to deliver cross-channel measurement solutions for brands.” In a test of the […]

Hospital Uses Consumer Shopping Data to Make Treatment Decisions

Tweet I’ve always argued: it’s not so much whether Google or Amazon know my search history or shopping preferences, it’s whether those data are then used to make decisions about whether I get access to credit or a job or to make healthcare decisions about me and my family. The healthcare issue is raised in […]