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Martech: Analytics & Data

Yelp buys Turnstyle to expand targeting and offline attribution capabilities

The acquisition greatly enhances what Yelp can offer business owners.

Greg Sterling on April 6, 2017 at 1:29 pm
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Earlier this week, Yelp bought a company called Turnstyle for a reported $20 million. Turnstyle can be characterized in various ways; it calls itself a WiFi-based marketing and loyalty platform.

It could also be called a “marketing automation” platform — though that phrase has virtually no meaning now because it’s so abused. Then there’s “mobile personalization platform.” These phrases don’t have much meaning but point to things that are meaningful.

Turnstyle enables businesses to offer guest WiFi in exchange for customer email addresses (opt-in). The company uses the phone’s MAC address to identify the device, when it returns to the venue, for either loyalty or attribution purposes or both.

Yelp has been building out its marketing capabilities and programs relatively quietly over the past couple of years. Late last year, it introduced loyalty program Yelp Cashback (using Empyr). It has also been beefing up booking, messaging and transactional tools.

Turnstyle gives Yelp an intriguing new set of capabilities to help businesses market to customers and figure out if those efforts are working.

[Read the full article on Marketing Land.]


Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

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Channel: Martech: Analytics & Data

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