The following is a guest contributed post from Brian Fletcher, the vice president of consulting services for Insights in Marketing (IIM).
Mobile technology has evolved into a revolutionary market research tool. Mobile research allows for instant and interactive engagement, with the ability to reach anyone with a smartphone or tablet. Convenient and cost effective, mobile research leads to high response rates that deliver insightful metrics.
Posted in Marketing Strategy, Mobile Analytics, Mobile Marketing, Opinion
A new measurement idea could provide marketers with some idea if their ad spend on TV is having the desired effects.
That’s because NinthDecimal, a leading mobile audience intelligence company, just announced the launch of LCI TV.
The company is teaming up with TiVo Research, a subsidiary of TiVo Inc. to integrate TiVo Research’s TV viewership data and NinthDecimal’s mobile audience intelligence and location data.
Posted in Marketing Strategy, Mobile Analytics
RetailNext Inc., a major player in retail analytics for brick-and-mortar stores, is acquiring Chicago’s very own Pikato, a provider of cloud-based software that transforms retail mobile marketing channels into more personal interactions between retailers and shoppers.
The acquisition, we’re told, extends RetailNext’s analytics platform to encompass Pikato’s market-leading solution for mobile shopper engagement, boasting the deployment of targeted marketing solutions in thousands of standalone stores and 160 shopping malls.
The effort also serves to engage a total customer population of 47.6 million individual users, including 5.7 million unique monthly users.
Posted in Marketing Strategy, Mobile Analytics, Mobile Partners
Technology firm AdTheorent, Inc. just won another award.
The company, whose data-driven predictive solutions are transforming mobile advertising, received a Direct Marketing Association (DMA) Innovation Award for its cross-platform attribution and analytics solution, called “Barometric.”
The DMA Innovation Awards showcases companies that are developing game-changing technologies and platforms for the changing — and challenging — marketing environment.
Posted in Mobile Analytics
It’s a big deal, folks.
comScore and Rentrak Corporation have announced that the companies have entered into a definitive merger agreement under which the companies will combine in a stock-for-stock merger.
According to the WSJ, comScore’s acquisition of this rival platform represents a significant consolidation of players — a fusion that could help provide greater insight to advertisers about the type of content that consumers are watching and what types of ads are reaching them (and on which platforms).
Under the deal’s terms, each share of Rentrak will be converted into the right to receive 1.15 shares of comScore, valuing Rentrak at $732 million, compared with Tuesday market value of $697 million. Rentrak stockholders would receive $47.69 per share, a 9.9% premium, based on Tuesday’s closing prices. ComScore currently has a market capitalization of $1.7 billion.
Posted in Marketing Strategy, Mergers And Acquisitions, Mobile Advertising, Mobile Analytics, Mobile Marketing, Technology
“Retailers are not tapping into the full potential of their available customer data in order to identify and engage their most valuable customers,” says Yes Lifecycle Marketing. “This is despite the fact that retailers have more online and offline data about their customers at their disposal.”
That insight comes from a report the company commissioned from Retail TouchPoints. About 200 retailers were surveyed to glean information about how they use data and technology to engage consumer at the store level.
The final report, “Engaging Customers Across The Lifecycle Journey: How Clienteling Helps Enhance Customer Relationships,” revealed that 42 percent of retail store associates know very little — if anything — about their most profitable customers in order to engage with them effectively.
Posted in Announcements, Marketing Strategy, Mobile Advertising, Mobile Analytics, Mobile Devices, News, Platforms, Technology
New data procured from comScore research reveals that there are differences – big differences – not only between how young and old people engage with mobile devices, but also how they use said devices to connect to social media.
“In May 2015,” the research behemoth explains, “almost 90% of the U.S. digital media population visited social networks, which accounted for more than 300 billion minutes of users’ attention. As social networking penetration inches ever closer to reaching the total internet population, differences in how people engage with social networks become more apparent.”
The comScore Mobile Metrix data further reveals that “preferences between tablets and smartphones for social media usage vary depending on the age of the user.”
Posted in Announcements, Marketing Strategy, Mobile Analytics, Mobile Devices, News, Platforms, Smartphones, Tablet Devices