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
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