Online-To-Offline Metrics Increasingly Important For Marketers And Brands

by Greg Sterling
For well over a decade the internet has influenced billions and billions of dollars of local or offline spending. But that was largely ignored because it was almost impossible to track digital ads to the offline point of sale (outside of coupons), where 90+ percent of transactions occur. Now, with smartphone ubiquity and vast amounts of real-world data, marketers are startin ...Read the full article