Years ago, PlaceIQ CEO Duncan McCall was one of the very first to recognize the significance of location data, not just for ad targeting but as a tool for a wide range of audience and business insights. Those include competitive intelligence, benchmarking, foot-traffic anaytics and media planning. Now the company has formally launched a platform it calls LandMark. It seeks to make a massive trove of location data and associated insights easily accessible to brands and agencies without the need for an internal team of data scientists. Last week, the company announced the offering and a number of partners: Ansible, Gas Station TV (GSTV), Havas Media, The Media Kitchen and others. LandMark is license- or subscription-based and can be accessed through PlaceIQ's dashboard or through an API and integrated with existing customer tools. What's most fascinating is that the primary use case is not necessarily advertising but … [Read more...] about PlaceIQ making location intelligence more accessible with new LandMark tool
Business intelligence and analytics platforms
If you’re a digital marketer these days, odds are extremely good that web analytics is a major part of your toolkit. With its massive adoption in the market, odds are also good that the tool you’re using is Google Analytics. But are you really getting everything you can out of it? Here at Cardinal Path, we help our customers extract the most value they possibly can from data, and that means leveraging the most powerful, obscure, underutilized bells and whistles of Google Analytics’ standard and 360 products. Here’s a checklist that can help ensure you’re taking advantage of the many value-added features within Google Analytics. Enable and activate those core configurations and features! We’ll start out with the basics. There are a lot of settings, configurations and core features to work through, but each of them can be used to help you clean up your data, make reports easier to use, and ultimately help you make data-driven decisions more … [Read more...] about Are you leveraging these underutilized Google Analytics features?
There have been some tremendous advances in understanding the value of digital (and offline) marketing initiatives in recent years. And with everything from tracking pixels to sophisticated analytics and attribution platforms, many marketers have finally begun to use the ocean of available data to guide their marketing dollars. For those doing this well, it means knowing just how much it costs to acquire a new lead or customer, sell a product or service, or get people to interact and engage in upper funnel activities. For those not doing this, in most industries at this point in history, it means playing catch-up just to stay competitive. But while all of the latest tools and technologies are helping us to figure out how our different marketing channels are helping us achieve X, Y or Z and at what cost, many of them are missing a critical component to the equation: the customer or prospect. While it’s great to acquire a new customer, it’s even better to acquire the right … [Read more...] about Using Customer Data To Predict Value And Optimize Media Spend
It’s important to keep a well-stocked search marketing toolbox. Third party technology vendors offer a wide variety of discovery and management tools and are absolutely vital in the research phase. A few weeks ago we took a look at some tools that allow you to upload and then track keywords on major search engines to give you visibility on when your advertiser’s ads are showing up, how often, and who the other players are in that keyword landscape. This week, we’re going to check out some competitive intelligence tools that can help take your research to the next level. At this point in the research phase, we’ve learned a lot about the keyword landscape of our advertiser. You should have a pretty good idea by now what kinds of keywords and creatives are being used in the space and how you will organize them into relevant ad groups. Last week, we used the advertiser’s own web analytics platform to mine some solid data such as keywords that visitors have … [Read more...] about Essential Competitive Intelligence Platforms For Your PPC Toolbox
Along with Google AdWords, it seems like the common denominator in every search marketer’s tool stack is Microsoft Excel. But for years, technology vendors in the search marketing industry have vowed to get us out of workbooks and have built workflow, analytics, and reporting tools aimed at doing just that. But no one’s really solved it. Some folks have come close. Most of the top-tier SEM platforms have very robust reporting tools—but the general consensus with search marketers is that they only go so far. “Sure, the SEM tools sometimes do a great job solving for common problems. But when I have to do something fast, or even the least bit custom, or if I feel like I can re-use the tool again, I make it up in Excel and keep it around for future-use.” says search pro Crosby Grant, Director of Advertising Services with Stone Temple Consulting. At the core of the issue is that most search marketers would love to not have all of the extra steps involved with … [Read more...] about Clickable’s Widget Dashboard: Expansion Into Cross-Channel Intelligence
We are building the next generation of location-based mobile apps that, for the first time, engage with users at the scale that personal interaction actually takes place. Applications range from step-by-step indoor navigation, to product-level retail customer engagement, to proximity-based social networking. Given the above the acquisition probably isn’t entirely about indoor navigation and competing with Google Maps, as was immediately assumed by many people. WiFiSlam’s original plan was to market not to consumers but to developers who, in turn, could use indoor location to deliver services and content to their customers. Apple may see indoor location as a future part of the iOS platform. WiFiSlam appears to have developed a somewhat novel approach and methodology using WiFi to locate people in interior spaces. However the deal may also have partly been to acquire the team involved, which included some former Google engineers. In addition to Google and Microsoft, there are … [Read more...] about Apple Buys Indoor Location Company, What’s It Up To?
When the Greek philosopher Heraclitus said, “The only thing that is constant is change,” he might as well have been talking about the ever-evolving world of search. Trends like new user interaction (NUI) scenarios, the ongoing maturation of the Internet of Things (IoT), the growing role of automation, as well as the increasing sophistication of predictive analytics and cognitive computing, are all impacting both the way search works and the way end-users interact with it. And all of the above advancements are creating a ripple effect on the digital marketing tools that brands should use to engage consumers online. As search evolves, marketers have a significant opportunity to reevaluate the approaches they use to connect with online audiences and differentiate themselves from their competition. Below are four key trends redefining search in 2015 and changing the way marketers design and execute digital marketing campaigns. 1. Automated Anticipation Of Consumer Needs Search … [Read more...] about Predictions For 2015 And Beyond
The Local Search Association held its annual conference last month, where search and marketing experts in the local space provided fascinating insights into trends and challenges that the advertising, marketing and search industry faces today. Here are 10 of the top insights shared at LSA16. 1. Search disruption is coming Online search has essentially followed the directory listing model, whether it be search results from Google, restaurant reviews on Yelp or hotels on TripAdvisor. Yet a number of speakers at LSA16 shared innovations that deviate from this traditional model that owes its genesis to print directories. Virtual assistants and artificial intelligence have been talked about for a number of years since their launch in 2011. Google voice search was launched in mid-2011, and Siri was launched towards the end of 2011. However, they’ve largely been limited to setting calendar events, making witty responses to dumb questions and inspiring dreams about what the future could … [Read more...] about “Search disruption is coming!” and 9 other expert insights From LSA16
Success in today’s competitive markets depends in no small measure on knowing your competition. The words Big Data and Competitive Intelligence are familiar to most. You hear them everywhere because they are key components of the online marketing world today. But do you know exactly what Competitive Intelligence is, and how it should be used in the most efficient way? If you are uncertain at this point, make sure to read this post, written in collaboration with Lara Vogel, and based on an interview with Jacob Hagemann, search marketing expert and founder of my company, Hoosh Technology, who happens to be passionate about high level competitive intelligence. Jacob has worked as an entrepreneur since 1998 and has been involved in 14 start-ups. He pioneered the search engine marketing industry in the late 90’s and built his first start-up – Notabene.net – from a small company to a strong publicly-listed corporation. In 2010 he founded his second agency Searcus … [Read more...] about How Does Competitive Intelligence Tie Into Search?
When starting a business, it is pretty easy to become overwhelmed. The digital age of the Internet has changed the marketing landscape tenfold, and even longtime seasoned marketers are being forced to adapt to the new technological advances in order to remain competitive. Nowadays, the key difference between a good startup and a great startup is whether or not the business has mastered a set of tactics called “growth hacking” — namely, strategies such as search engine optimization, social media integration, and more. A relatively new term, “growth hacking” refers primarily to innovation in online businesses. Because of its low cost, growth hacking is especially useful for startups with a low budget. The term was coined in 2010 by entrepreneur Sean Ellis, who recognized a void in the startup industry. Traditional marketing skills are successful at pushing products and services in established businesses, but the skill set may or may not be technologically … [Read more...] about 10 Growth Hacking Concepts and Best Practices