The rhetoric in local media has changed dramatically in the past five years, particularly as mobile and big data collide. Part of that is to take the analytics we’ve grown to love on the desktop and bring them to the offline world (where most commerce happens).
Many of the local data and mobile ad attribution players we’ve been covering are leading this charge. It’s all about tracking offline behavior through myriad mobile device signals in order to determine ad attribution, or build predictive models for future behavior.
xAd is one of those players; in the recent launch of its “footprints” analytics products, it likened location data as “a new kind of digital cookie”. This clever way of characterizing location is catching on; it was also stated at our May Atlanta conference.
In my interview with the Location Based Marketing Association president Asif Kahn, we unpack this term he previously coined. That and other key topics in local (fate of Foursquare/Swarm) are included in the full video below.
Navigate the 15 minute interview through the chapter links above the video, and stay tuned for more conference video on a weekly basis. We’l continue to post as we gear up for our next show: SMB Digital Marketing in New Orleans in September.
Video Chapter Links