The impact of data on local marketing was Topic #1 during Street Fight’s Local Data Summit today in Denver. Speakers addressed the wide range of data issues that have begun to enhance local marketing and shift local marketing — and even diminish the spending and influence of marketing.

Mobile is the real driver of the new environment. The new era of big data is largely spurred by the technology in the phone, especially radios, said Qualcomm’s Aidoo Osei. In the near future, it will be further driven by sensors in stores , such as Apple’s iBeacon. The combination of in phone tech and in store sensors will create a “continuous user experience,” added Intel’s Greg Turetsky.

Turetsky said the data environment will be greatly impacted by the growing role of indoor intelligence, such as the sensors, which can react to consumers as they walk by with personalized promotions. Just last week, indoor got a huge boost when the FCC mandated that the e911 system should be upgraded to include indoor as well as outdoor. Commercial applications for indoor sensors should follow, he said.

But technologists can’t get too far ahead of themselves. Even at the Local Data Summit… not a single member of the audience said they had yet used iBeacon.

Other views focused on the nascent efforts to leverage location. Major progress has been made since some of the technology began rolling out in 2012, said Placed CEO David Shim. It used to be entirely experimental, said Shim. But now brands are coming in with predefined problems. “They ask: can you solve the problem for me?”

Many data issues directly relate to mobile marketing — especially in terms of audience measurement. It used to be all about projecting audiences based on panels, said PlaceIQ’s Drew Breunig. But now — thanks to the influx of mobile users — “we have populations. And we have the computing resources to deal with the data coming off the populations.” Breunig noted the new environment is enormously richer to today’s focus on geofencing, which tends to underdeliver.

The post Street Fight’s Local Data Summit: The Impact of Data on Local appeared first on BIA/Kelsey - Local Media Watch.

The impact of data on local marketing was Topic #1 during Street Fight’s Local Data Summit today in Denver. Speakers addressed the wide range of data issues that have begun to enhance local marketing and shift local marketing — and even diminish the spending and influence of marketing.

Mobile is the real driver of the new environment. The new era of big data is largely spurred by the technology in the phone, especially radios, said Qualcomm’s Aidoo Osei. In the near future, it will be further driven by sensors in stores , such as Apple’s iBeacon. The combination of in phone tech and in store sensors will create a “continuous user experience,” added Intel’s Greg Turetsky.

Turetsky said the data environment will be greatly impacted by the growing role of indoor intelligence, such as the sensors, which can react to consumers as they walk by with personalized promotions. Just last week, indoor got a huge boost when the FCC mandated that the e911 system should be upgraded to include indoor as well as outdoor. Commercial applications for indoor sensors should follow, he said.

But technologists can’t get too far ahead of themselves. Even at the Local Data Summit… not a single member of the audience said they had yet used iBeacon.

Other views focused on the nascent efforts to leverage location. Major progress has been made since some of the technology began rolling out in 2012, said Placed CEO David Shim. It used to be entirely experimental, said Shim. But now brands are coming in with predefined problems. “They ask: can you solve the problem for me?”

Many data issues directly relate to mobile marketing — especially in terms of audience measurement. It used to be all about projecting audiences based on panels, said PlaceIQ’s Drew Breunig. But now — thanks to the influx of mobile users — “we have populations. And we have the computing resources to deal with the data coming off the populations.” Breunig noted the new environment is enormously richer to today’s focus on geofencing, which tends to underdeliver.

The post Street Fight's Local Data Summit: The Impact of Data on Local appeared first on BIA/Kelsey - Local Media Watch.

Last week, I had a long-overdue conversation with Placed CEO David Shim, in advance of the company’s Placed Panels launch yesterday (more on that in a bit). This is part of our ongoing dialogues with companies in the emerging location analytics space.

For those unfamiliar, Placed works with app developers and publishers to allow them to get a better sense of what their users are doing in the offline world. This can be vital information for product research, market intelligence, or effective ad targeting.

For example, working with a national newspaper publisher, it can help determine what markets users are consuming content and other granular behavioral data. This can aid in product planning or selling advertisers into different demographic or behavioral profiles.

Users of a given app can be measured to see that in the aggregate, 8% are likely to be near a McDonalds or 12% are likely to be near a Starbucks. This has marketing implications for these chains, as well as their competitors or complimentary products.

According to Shim, Placed offers this data for free, and will begin to monetize after an ecosystem is formed around its use. There are also many upsell possibilities such triangulating different data sets to discern deeper levels of understanding of user behavior.

With that backdrop, the company this week launches its Placed Panels product. This fulfills a longstanding hole in offline consumer behavioral research by applying pervasive location tracking to an opted-in panel of users (think comscore for offline).

This goes far beyond location analytics such as check-ins or periodic ad requests. Tracking location in a more pervasive way can give app publishers richer mosaic of location information and user behavior as they bounce from place to place in the real world.

The way this works is that publishers integrate the functionality, then sign up their users to be tracked. This generally comes with some sort of financial incentive to be tracked for a set time period that ranges from 30 to 90 days.

Shim stresses that privacy concerns are sidestepped in that it’s based on a few levels of user opt-in, such as downloading and keeping the tracking app. Users can opt out any time and all data is aggregated and anonymized.

The outcome will be some powerful user behavior intel — in line with some of the triangulated data sets we’ve written about from the likes of JiWire. The pervasive nature of the tracking will make it that much more robust and uncover all kinds of new data.

One thing that comes to mind is tracking the effectiveness of marketing campaigns. Given that user behavior and proximity to real world locations can be measured, showing up at a store after seeing an ad now becomes a bit more transparent in the aggregate.

Some of the data uncovered will be interesting to analysts like us, while other data will indicate new user behavior that represents targeting opportunities for brands and publishers. That could in turn uncover all new ways for Placed to monetize its offering.

The post Bringing Location Targeting to Life: A Conversation with Placed appeared first on BIA/Kelsey - Local Media Watch.