GroundTruth


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    Today’s the Day to Fall in Love…with Location Data

    Romantic restaurant? Fireplace-warmed log cabin? The top of the Empire State Building? Where something happens matters—whether you're looking to pop the question or trying to better understand customer behavior. Fortunately, location data has never been more accurate or easier to access.

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    Stop Optimizing Out of Dealership Visits

    People buy cars in person, not online. Yet automotive marketers continue to rely on digital metrics to measure success, even though research shows there’s no correlation between click-through rates (CTRs) and offline actions.

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    Why Cost Per Visit Is the New Performance Model

    With a staggering $4.4 trillion dollars of offline sales a year, in-store spending still trumps e-commerce. The challenge, however, is to clearly attribute ad spend to actual brick-and-mortar visits. That’s […]

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    How Weather Can Be Used to Predict Consumer Behavior

    “Everybody talks about the weather, but nobody does anything about it,” Charles Dudley Warner famously said. This isn’t entirely accurate. Weather impacts consumer behavior and many of the decisions customers […]