This week, LocaModa welcomes Susan Dalton as VP of Engineering and Operations.

Susan will be focused on working with the team to drive our platform, products and services as we scale the business.

Prior to joining LocaModa, Susan spent over nine years at Local Matters in Denver, CO where she was the founding technology executive, helping to grow that company to over 200 employees and $40MM in annual revenue.

Susan has over 20 years’ experience building and leading world class engineering teams. She possesses a deep knowledge of best practices required to deliver a diverse set of technology-based products and services and she also has deep experience managing the development and hosting of local and hyper local applications.

Susan’s career started in Cambridge, a couple of miles away from our office, where she was the first woman to work in New England Telephone’s residential installation division. As an installer, she spent her days rummaging through basements and climbing telephone poles throughout the city.

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The photos above were taken at a local Cambridge Hyatt. The screens do not dynamically display any social media updates, but at least the folks there are trying to communicating with their fans and followers. You know social media is catching on when it’s not only in the trendiest bars and clubs but also in places like the Hyatt Hotel.

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A typical cafe, bar, restaurant etc isn’t interested in “audience.” They are interested in “customers.”

A location’s business drivers are different to a place based advertising network’s business drivers. Duh. Ask a store owner what her business needs are and she’ll probably mention attracting more customers, providing a better service to those customers, engaging them, reducing perceived (or real) wait time and ultimately selling more stuff.

A place based advertising network sells audiences. But it’s unlikely that even a fully sold ad network can move the revenue needle enough to interest a location. The network operator therefore has to deliver solutions that satisfy the location’s “customer” pain.

Simply stated, delivering customer engagement is a critical revenue driver for place based ad networks. Address that, then sell audience engagement.

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