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# Local Intelligence Adolescence, Nextdoor's Opportunity, Delta's Danger
- URL: https://www.nearmedia.co/local-data-adolescence-nextdoor/
- Published: 2021-06-30T21:29:58.000Z
- Updated: 2021-07-01T02:14:35.000Z
- Author: Greg Sterling
- Tags: News

### Location Intelligence Enters a Challenging New Phase 

Foursquare founder Dennis Crowley said he's ["stepping back" from his current role](https://streetfightmag.com/2021/06/29/where-location-intelligence-stands-as-foursquare-founder-steps-back/?ref=nearmedia.co#.YNzKsRNKiCc) at the company (executive chairman, head of R&D). He'll remain on the board. (The [evolution of Foursquare](https://www.fastcompany.com/90318329/foursquares-first-decade-from-viral-hit-to-real-business-and-beyond?ref=nearmedia.co) is a fascinating story.) Is Crowley bored, burned out? Probably. More interestingly, what does his move say about the segment as a whole, especially given new privacy rules and [constraints](https://www.flurry.com/blog/ios-14-5-opt-in-rate-att-restricted-app-tracking-transparency-worldwide-us-daily-latest-update/?ref=nearmedia.co)? Location Intelligence is entering its awkward adolescence. The gee-whiz novelty phase of pioneering use cases for mobile-location data is over (i.e., targeting, attribution, BI, site selection, indoor navigation, improved CX). In the words of B.B. King, the thrill is gone. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/06/Foursquare-Logo-new-768x395.png)

**Our take:** 

- One of the new challenges is getting enough data to make attribution reliable. Android data is there, but [more than 90%](https://www.flurry.com/blog/ios-14-5-opt-in-rate-att-restricted-app-tracking-transparency-worldwide-us-daily-latest-update/?ref=nearmedia.co) of iPhones are not.
- The market has consolidated already to a significant degree (e.g., Foursquare bought Placed, then merged with Factual; inMarket bought ThinkNear and NinthDecimal, Near bought UberMedia). More to come.
- Only a small number of companies will have enough data/scale to survive in an increasingly challenging location-tracking environment.

### Nextdoor: Crisis and Opportunity 

Somewhere in the Platonic world of forms there's a version of Nextdoor that meets the informational and commerce needs of its audience, helps SMBs gain exposure at reasonable cost and makes loads of money for investors without manipulation. That Nextdoor hasn't yet come into being. Axios has [a good overview](https://www.axios.com/the-next-big-social-network-nextdoor-2bc336aa-e50b-4ea8-b097-f273bd5994d6.html?ref=nearmedia.co) of the current state of things at the local-social network, which saw significant growth and engagement during COVID and which [Facebook fears](https://about.fb.com/news/2021/05/connecting-local-communities-on-facebook/?ref=nearmedia.co). Indeed, Nextdoor could become a more ethical version of Facebook for users and marketers. But there are challenges to overcome on the road toward an IPO. And being a public company will complicate things, with its corresponding growth imperative. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/06/Screen-Shot-2021-06-30-at-1.57.20-PM.png)

Source: Axios

**Our take:** 

- Nextdoor should aspire to be the only platform SMBs need – a better version of Yelp + Google (local). It could also be a B2B networking tool.
- Nextdoor has [done a lot](https://business.nextdoor.com/local/resources/new-product-features-for-local-businesses-in-response-to-coronavirus?ref=nearmedia.co) to improve promotional tools for SMBs but it needs to do more. It also needs to improve the "local discovery" consumer experience.
- Classifieds is another major opportunity, which Nextdoor recognizes. And so is e-commerce; so is local news.

### Delta Variant May Turn Back COVID Clock

As we collectively celebrate the reopening and recovery of the US economy, it's important to point out only [47% of the population](https://usafacts.org/visualizations/covid-vaccine-tracker-states/?ref=nearmedia.co) has been fully vaccinated (55% have had at least one dose). The highly communicable [Delta Variant](https://www.cnbc.com/2021/06/28/how-the-uk-with-the-delta-variant-is-a-blueprint-for-the-us.html?ref=nearmedia.co) could quickly send things [in the other direction](https://www.washingtonpost.com/opinions/2021/06/29/delta-variant-is-bringing-back-dark-clouds-last-year/?ref=nearmedia.co) – for example, masks have returned for the vaccinated [in LA](https://www.washingtonpost.com/health/2021/06/30/los-angeles-indoor-masks-vaccinated/?ref=nearmedia.co). The variant has also prompted new restrictions in [multiple countries](https://www.washingtonpost.com/world/2021/06/28/coronavirus-latest-updates/?ref=nearmedia.co) around the world. And some have [likened](https://www.washingtonpost.com/outlook/2021/06/29/aids-disappeared-public-view-without-ending-will-covid-19-do-same/?ref=nearmedia.co) the future of the coronavirus to AIDS, which is still very much here but no longer making headlines. More likely, COVID is poised to become a deadlier and more disruptive version of the annual flu cycle. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/06/fusion-medical-animation-EAgGqOiDDMg-unsplash.jpg)

Source: [Fusion Medical Animation](https://unsplash.com/@fusion%5Fmedical%5Fanimation?utm%5Fsource=unsplash&utm%5Fmedium=referral&utm%5Fcontent=creditCopyText) on [Unsplash](https://unsplash.com/s/photos/covid?utm%5Fsource=unsplash&utm%5Fmedium=referral&utm%5Fcontent=creditCopyText)

**Our take:** 

- Much of the country has psychologically moved on and is increasingly impatient with lingering COVID-related restrictions.
- It will be difficult if not politically impossible to reimpose stringent rules if cases continue to rise but not to true crisis levels.
- Thus businesses are put in the position of having to define and enforce safety requirements, which is untenable and [often dangerous](https://www.mercurynews.com/2021/06/14/cashier-shot-killed-in-dispute-over-face-mask/?ref=nearmedia.co).

## Recent Analysis

- ****Local Listings Domino Theory**, [by Andrew Shotland](https://www.nearmedia.co/local-listings-domino-theory/).
- ICYMI: **Can Local Operators Defeat Big Food Delivery**, [by Miriam Ellis](https://www.nearmedia.co/local-delivery-for-local-restaurants/).

## Short Takes

- **Yelp data** show local economies [near full recovery](https://www.yelpeconomicaverage.com/june-economic-recovery-report.html?ref=nearmedia.co).
- Scorpion in [new ad partnership](https://streetfightmag.com/2021/06/29/scorpion-expands-its-toolbox-with-yelp-partnership/?ref=nearmedia.co) with **Yelp**.
- **Black-owned business startups** reach [highest level in 25 years](https://www.latimes.com/politics/story/2021-06-28/pandemic-silver-lining-black-owned-business-startups-surge-to-25-year-high?ref=nearmedia.co).
- **Apple retail strategy** [adapting](https://www.modernretail.co/retailers/how-apples-post-pandemic-retail-strategy-is-shaping-up/?ref=nearmedia.co) to post-COVID realities.
- **Google spam algorithm** update: [part 1](https://www.seroundtable.com/google-search-spam-algorithm-update-june-23rd-31649.html?ref=nearmedia.co) and [part 2](https://www.seroundtable.com/google-search-spam-update-part-two-31674.html?ref=nearmedia.co).
- **Google Q&A** "[related to your search](https://www.seroundtable.com/google-local-q-a-related-to-your-search-31661.html?ref=nearmedia.co)."
- Everyone [exposed](https://9to5mac.com/2021/06/29/linkedin-breach/?ref=nearmedia.co): Another massive **LinkedIn data breach**.
- **Amazon Flex** drivers: monitored by machine, [fired by algorithm](https://www.bloomberg.com/news/features/2021-06-28/fired-by-bot-amazon-turns-to-machine-managers-and-workers-are-losing-out?ref=nearmedia.co).
- **Amazon's long grocery game** comes into [clearer focus](https://slate.com/business/2021/06/why-amazon-bought-whole-foods-groceries-online.amp?ref=nearmedia.co).
- Battle of the **chum purveyors**: [Outbrain](https://www.nytimes.com/2021/06/29/technology/outbrain-ipo.html?ref=nearmedia.co), [Taboola](https://www.cnbc.com/2021/06/30/digital-ad-firm-taboola-set-to-start-trading-following-spac-merger-.html?ref=nearmedia.co) go public.
- Historically **redlined neighborhoods** see [slower broadband speeds](https://www.cnet.com/features/the-broadband-gaps-dirty-secret-redlining-still-exists-in-digital-form/?ref=nearmedia.co).
- **Inside Neeva**, the $4.95 subscription search engine from Xooglers.
- **Facebook's Substack clone** [Bulletin](https://www.bulletin.com/?ref=nearmedia.co) launches.
- **Multitask Unified Model** (MUM) already [improving Google results](https://blog.google/products/search/how-mum-improved-google-searches-vaccine-information/?ref=nearmedia.co).
- **Amazon Prime Day**'s [offline impact](https://www.placer.ai/blog/prime-day-2021-offline-impact/?ref=nearmedia.co) on retailers.
- Is **social media** a "[threat to civilization](https://futurism.com/the-byte/scientists-social-media-civilization?ref=nearmedia.co)"?

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