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.