Reveal Mobile Moderates SXSW LBMA Panel on Mobile Location

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We headed to Austin, TX this year for the annual South by Southwest conference to participate in The Location Based Marketing Association’s RetailLoco event. This day-long conference within a conference brought together some of the most forward-thinking brands, retailers, and technology companies. Kudos to LBMA president Asif Khan for delivering a content-rich event, a casual atmosphere for easy networking, and a raucous after party.

I gladly moderated a panel discussion on “Measuring the Effectiveness of Location-Based Advertising”. Joining in were:

  • Cassandra Stoklosa – Golfsmith, Director of Marketing
  • Ian Mooney – RetailMeNot, Business Development Manager
  • Jeff Brooks – Thinknear, Sr. Director, Sales
  • Lee Karchawer – Placecast, National Director of Sales

The panel covered topics including:

  • How different retailers have different requirements for using location, and therefore measuring effectiveness.
  • What’s more valuable – location data in real-time, or built up over time?
  • The steps technology companies should take to increase trust in their data.

One of the best moments of the panel came when Cassandra responded to a question on attribution. The question and answer paraphrased:

“Lots of companies are building attribution products. Are retailers and brands as excited about attribution as the vendors are?”

“Yes! The day I can wake up and see a dashboard of where my spend is driving the biggest increase in retail sales will be a very happy day.”

We look forward to being a part of future LBMA events. Thanks again to the panelists who brought smart and engaging dialogues to the group.

 

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