Foursquare for Business
2020. Foursquare merges with Factual
Foursquare, the location platform, has announced its plan to merge with Factual. Foursquare is not the same company it was when it launched in 2009. The location-based social network, which let people check in to locations to share with their friends and earn badges, has evolved over time into an advertising and marketing platform focused on location as a differentiator. Factual, for its part, also launched in 2009 as a repository for open data, but over time it has become increasingly focused on using its location data to improve advertising. The company offered brands the ability to track the success of their marketing campaigns, measuring whether a campaign actually got people to visit stores physically — so you can see why it might be a good fit with Foursquare.
2016. Foursquare 10 puts search front and center
Foursquare unveiled the redesigned version 10 of its app. The new homepage offers a much faster search, with five chiclets that represent the six most popular searches: breakfast, lunch, dinner, nightlife, coffee/tea, and things to do. The company is also working to build on the trust it already has from users. Now, when a user posts a review on Foursquare, the app will show how many times that user has actually been to that location. That way, folks reading the reviews will be able to tell which ones come from ‘verified’ users and which aren’t. Foursquare is also working to better understand where you are, not only with the results it serves up, but right within the homepage. For example, users who just flew to London will be welcomed to foggy London town with a big banner. The app will also understand when it’s Ice Cream Day or Burger Day and offer a banner to click relevant places.
2016. Foursquare will allow businesses to know if their ads bring customers into actual store
Foursquare announced a new product that should help advertisers measure the effectiveness of their campaigns. With Attribution Powered by Foursquare, the company is making its data available to advertisers even if they don’t run campaigns in the Foursquare or Swarm apps. Naturally, that data is focused on location — that may be Foursquare’s big selling point compared to Facebook and Twitter, which have also been working to expand their ad capabilities beyond their own properties.
2016. Foursquare raised $45M to grow its business services
Foursquare has raised $45 million to develop its business and enterprise location services. Its media businesses Pinpoint — digital targeting with location info for businesses and ads — in 2015 has grown 170 percent over 2014 revenue. Combined, the enterprise side of Foursquare, which includes its Places API customers and its newer Place Insights business, has seen 160 percent growth. Place Insights has grown out of Foursquare’s new location system — called Pilgrim — which is able to place users at locations with confidence even if they don’t check in. This allows Foursquare to provide serendipitous recommendations to users of its consumer apps, but it also provides a wealth of foot traffic information that can be offered to the enterprise. Place Insights allows enterprise customers to access aggregate anonymous trends — which can tell them where they should locate their next physical business, where to move inventory and invest in growth and more.
2014. Foursquare officially kills check-in
Foursquare, the company that pioneered the check-in 5 years ago, has removed this function from its core app. The newly revamped Foursquare is now a Yelp-like local discovery app, while check-ins have been relegated to another app - Swarm. Foursquare CEO Dennis Crowley has explained the move by saying that most people only use Foursquare exclusively for checking in or exclusively for discovery; few do both. Shifting away from the check-in was a smart move, but acknowledges that the company is moving into a space that is already very crowded. There’s a lot of app companies today that understand there’s a good opportunity with local businesses and helping those businesses connect with their customers through mobile apps.